Carlota Araque

Customer Enablement @lemlist

B2B Outbound Sales Expert - Account Executive (lemlist, lemwarm, lemcal, Taplio, TweetHunter)

We're all about helping sales and marketing teams connect with prospects using multiple channels in a personalized way that actually get replies

Justpoint

Marketing Consultant

Mobilunity | Dedicated Development Teams

Key responsibilities & achievements:
- Created a marketing strategy and budget.
- Defined Ideal Customer Profile (ICP) and Buyer Personas by analyzing the market, existing and past clients and leads, including their financial data, firmographics, and pain points.
- Introduced new marketing functions, headed by senior specialists:
 -- Lead Generation – hired a Senior Lead Generation Specialist, who works closely with the Sales team; launched a semi-automated process.
 -- Content Marketing – built a team of Content Lead and 2 in-house Copywriters, working in line with a content strategy and monthly plan in close cooperation with the SEO team.
 -- PPC Marketing – hired a PPC Specialist, designed a number of Google Ads campaigns, which started generating SQL leads in the first month.
 -- Result: A 25% increase in SQLs within the last 5 months.
- Launched website redesign – the previous one was 8 years ago – to improve user experience and better convey the company's value proposition.

Marketing Director

Svitla Systems, Inc.

Key responsibilities & achievements:
- Strategy: Created a marketing strategy, budget, and GTM plan.
- Marketing team: Expanded the team by hiring missing specialists (content, SEO, graphic design).
- Website management: Brought the website out of the traffic decline stage thanks to fixing SEO errors and implementing stable content publication and linkbuilding.
- Content strategy: Shaped the vision of the content funnel for all client journey stages.
- Lead generation: Led the leadgen team (~20 people), optimized processes, expanded the library of scripts, increasing the work speed and conversion rates.
- Webinars: developed webinars as a stable lead generation and thought leadership channel.
- Branding: led the brand refresh campaign (previous was 7 years before), set up graphic design as one of the key marketing & sales support functions.

Director of Global Marketing

Infopulse

Key achievements:
- Led the team to execute marketing activities (content, SEO, paid, events, etc.). Result: 5,000+ MQLs and USD 4.44 mln in revenue in 2020-2022.
- Reworked the corporate website in 2022, including positioning. Result: 700+ MQLs, 17% traffic growth, 30% longer session duration, 26% lower bounce rate.
- Led the team to execute 200+ digital campaigns and organize 50 virtual and offline events within 2 years.
- Increased the number of followers on the LinkedIn page by 1800% since 2015; 340 new posts, 17,000 engagements, and 29% more LinkedIn traffic to the website in 2022 only.
- 250+ presentations designed and 200+ case studies in PPT format created within 2 years to support sales activities.
- Launched content management from scratch with 370 blog articles and 20+ ebooks created since 2015.
- Organized a marketing PM function that uses a service desk platform to support the sales team daily.
- Won a Global Outsourcing 100 award for the company for 6 years in a row.
- Developed relations with Microsoft as a core technology partner: co-organized 120+ events within 2 years, confirmed the Azure Expert MSP status for 3 consecutive years, received 7 Advanced Specializations. This influenced the generation of USD 700K+ in revenues in 2020-2022.
- Set up a market analytics team that executed 200+ pieces of research in 2 years, helping the company to adjust its strategy and GTM plans and monitor competition.

Key responsibilities:
- Building, leading, managing, and developing a team of 20+ marketing managers, copywriters, graphic designers, analysts
- Optimizing the department's processes through standardization and automation
- Driving the development and execution of an effective cross-channel marketing strategy
- Leading the team in developing efficient omnichannel marketing messages, campaigns, and collateral
- Defining and managing the marketing budget to help achieve business targets
- Maintaining effective cross-department collaboration

Head of Marketing Department

•	Creating strategies to drive traffic to company’s websites
•	Developing conversion strategies of the company websites, improving the usability and content accordingly
•	Tracking conversion rates and making improvements to the websites
•	Managing the complete redesign of the product website (pacesuite.com) according to the brand guidelines
•	Developing and managing digital marketing campaigns
•	Utilizing SEO and other techniques to increase visibility of the company websites
•	Creating the social media strategy for the company, including paid advertising
•	Working with sales to write content for all digital channels
•	Creating and maintaining a content calendar in coordination with copywriters
•	Planning the budget for digital marketing initiatives
•	Monitoring market trends and competitors
•	Keeping abreast of new developments to use maximum of technologies for digital marketing
•	Creating and maintaining an efficient file storage and sharing system for the Marketing department
•	Participating in the hiring process

Digital Marketing Manager

Softheme

* Coordinating the maintenance of corporate website and blog
* SEO/SMM: keyword selection, creation of SEO-optimized texts and landing pages, monitoring Google Analytics / Webmaster Tools accounts; supporting corporate social media marketing activities (Facebook, LinkedIn, SlideShare).
* Supporting corporate sales and marketing activities:
 -- Email and Skype communication with potential customers, processing their inquiries
 -- Working closely with the technical department and top management on the preparation and setting up of the:
+ Efficient sales processes
+ Proposals/quotes for potential customers
+ Marketing materials (corporate presentations, brochures, case studies, etc.)
+ Email marketing campaigns

* Leading several USA-based accounts to support their Internet marketing activities
* Managing client’s marketing and sales automation initiatives using Marketo and Salesforce:
 -- Setting up and launching lead generation, nurturing, scoring, A/B split and multivariate testing, email marketing, and event management campaigns
 -- Performing DB quality control and segmentation
 -- Loading leads obtained from online and offline channels (b2b marketing data services, guaranteed leads, trade shows, etc.)
 -- Developing recommendations for creating best practice marketing automation programs
 -- Performing day-to-day system maintenance and configuration of the Marketo system
 -- Providing tracking metrics and campaign KPIs upon client's request

Marketing and Business Development Manager

DDGlobal Inc.

- Market and contacts research
- Lead generation
- Copywriting
- Reporting

Marketing professional with over 20 years of experience in B2B IT services, software development, and SaaS marketing. 10+ years in people management. 

Focused on helping organizations create effective company images and build strong client relationships, using creative marketing strategies and the maximum available instruments and tactics.

I'm obsessed with building strong and high-performing marketing teams. I pride myself on creating a strong team spirit and positive working environment that motivate people to achieve more and stay loyal to the company.

Specialties: marketing strategy, B2B marketing, market analysis, digital marketing, content marketing, website management, SEO, PPC, event marketing, email marketing, partner marketing, marketing automation, lead generation and nurturing, business development, people management, CSR.

taplio

The Battle

Carlota Araque

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