Mark Kilens

TACK

TACK ⛵️ is a media and go-to-market firm helping startups and scaleups match how they go-to-market to how people buy. Modernizing how businesses go-to-market to create, capture, and convert demand into revenue. 

Companies like Commsor, ZoomInfo, Swoogo, Coursera, Aiven, CloudBees, Audette, Terminus, and more partner with TACK to evolve how they go-to-market using a People-first GTM approach. 

Its mission is to match how companies go-to-market to how people buy by making every experience and interaction with a business more human.

TACK Network is a GTM media network of content and resources all about B2B go-to-market. We produce original shows and authentic stories giving some of the brightest people in B2B go-to-market the support they need to share stories and ideas.

TACK Insider is for marketers and entrepreneurs looking to learn how to go-to-market to match how people buy today. Members learn how to use seven different growth strategies that are all part of the People-first GTM Model.  The membership and community comes with hundreds of resources, weekly masterclasses, and personalized coaching.

TACK GTM is Uber for GTM Leaders. An on demand go-to-market services firm specializing in People-first GTM strategies and services that grow pipeline and revenue. We partner with CEOs, Founders, and Marketing Leaders to design and deploy People-first GTM strategies.

Chart your go-to-market with TACK.

CEO and Co-Founder

Stage 2 Capital

The Stage 2 Capital Catalyst supports early stage B2B software companies in scaling their businesses by combining Venture Capital and Go-To-Market, empowering founders with hands-on coaching from an unrivaled network of go-to-market leaders.

Limited Partner and Advisor

Airmeet

Airmeet helps marketers book more meetings and create pipeline faster using premium webinars and online events. 

Airmeet's Event Experience Cloud is an all-in-one premium webinar and event platform helping B2B businesses generate more pipeline and revenue.

I lead Airmeet’s global marketing team and are working to advance the event-led growth movement.

Chief Marketing Officer

Drift

Content and community are key ingredients to accelerating a business's revenue, delivering more customer value, and building an enduring brand.

My team's partner with Drift's marketing, sales, and customers success teams to develop the right content, programs, and experiences to accelerate revenue, deliver more value to our customers, and grow Drift’s brand.

Get your 100% free Drift Insider account. https://www.drift.com/insider/

Check out a couple of Drift's newest digital books. https://www.drift.com/books/

The Conversational Marketing Blueprint: https://www.drift.com/books/conversational-marketing-blueprint/

The Guide to Conversational ABM: https://www.drift.com/books/conversational-abm/

Learn something new on Drift's blog: https://www.drift.com/blog/

Vice President of Content and Community

HubSpot

I was the VP of Marketing and founder of HubSpot Academy.

HubSpot Academy is a global learning community and platform with millions of people in more than 200 countries.

It’s a tremendous growth driver of demand and interest - signing up and certifying tens of thousands of new HubSot users and community members every month.

We focused on converting free users into software revenue and helped retain and grow that revenue by building onboarding, expansion, and community programs.

I had the honor and privilege to lead a team of extremely passionate, motivated, and intelligent people. 

HubSpot Academy's purpose is to educate and inspire people so that we, together, transform the way the world does business.

We created content and education to teach people the inbound methodology and how to use the HubSpot platform to grow their business.

Vice President of HubSpot Academy

HubSpot Academy was launched in May 2012 after running it as an experiment for 18 months. 

I was responsible for creating the Inbound Methodology with Brain Halligan and Dharmesh Shah. 

I updated the original methodology in early 2018 to HubSpot's new Inbound flywheel model. 

We created content and education to teach people the inbound methodology and how to use the HubSpot platform to grow their business.

HubSpot Academy's purpose is to educate and inspire people so that we, together, transform the way the world does business.

Director of HubSpot Academy

I was a Senior Inbound Marketing Consultant at HubSpot. I worked with B2B and B2C businesses helping them create, execute, and measure their inbound marketing goals and strategies.

Senior Inbound Marketing Consultant

I joined HubSpot as an Inbound Marketing Consultant. I trained businesses how to use HubSpot to get found, convert leads, close leads into customers, and analyze their results.

Inbound Marketing Consultant

SalesQuest

I was responsible for email marketing campaigns, building prospect and customer databases, social media, inbound marketing, lead generation, the website, and helped create new products and services.

Director of Marketing

I managed a team of market research analysts that created and maintained a library of more than 850 Fortune 1000 and Global 500 company profiles. 

I was responsible for all inbound marketing activities, SEO, social media, and marketing campaigns.

Manager, Marketing and Operations

I performed research on Fortune 1000 companies which included investigating their technology implementations, org charts, budgets, financials, and operating models.

Research Analyst

CEO and Co-founder of TACK ⛵️ & ClubPF ⚓️ | People-first GTM Champion

Mark Kilens is the CEO and Co-founder of TACK, a media and go-to-market firm helping startups and scaleups match how they go-to-market to how people buy. TACK modernizes how businesses go-to-market to create, capture, and convert demand into revenue.

TACK helps B2B organizations transform how they grow using its proprietary People-first GTM model and approach. TACK'S mission is to make every experience and interaction with a business more human. Companies like Commsor, Swoogo, ZoomInfo, Casted, and UserGems partner with TACK to unite their go-to-market teams to grow more efficiently and effectively.

He previously was CMO of Airmeet, a leading virtual and hybrid event platform. He oversaw Airmeet’s global marketing team responsible for brand, demand, lifecycle, and product marketing.

Before that he was the VP of Content and Community at Drift where he led the brand, content, creative, and events teams. He oversaw Drift’s community, Drift Insider, which has 65,000+ members, and Drift’s FLASH, RevGrowth, and HYPERGROWTH events.

Prior to joining Drift, he served as VP of Marketing and founder of HubSpot Academy. As a former customer, Mark joined HubSpot in 2010 where he spent two years working with thousands of HubSpot customers to scale their inbound strategy. 

From there, he went on to build HubSpot Academy from the ground up, and in doing so, educated and certified millions of people and helped grow HubSpot to more than $600 million in revenue.

When he’s not building TACK, Mark enjoys plenty of steak and lobster, a round of golf or two, and loves being on snow or in the ocean.

Go fast, take chances!

Leading Airmeet’s global marketing team and working to advance the event-led growth movement across B2B.

Airmeet is the most customizable and immersive virtual and hybrid event platform for growing businesses. 

Here's how I almost failed scaling HubSpot Academy.

At the time, HubSpot was becoming a global company serving several different languages outside of just English. 

It was tricky. Do we create native content in each language? Do we translate some of the content but not all? Do we use automated translation solutions?

I can tell you this. The automated translation solutions we tried and used at the time were not very good. 

Globalization and localization. It’s hard. 

There were thousands of hours of video, transcripts, and website content. It was an immense undertaking. 

Here’s how we solved this complex problem. We implemented a tiered system for the localization and translation of all content assets. For some content we localized and translated the piece. For other assets we just translated the content. 

That tiered approach saved us a ton of time and money over the long run. 

Since then I’ve advised many companies on how to think about content localization and translation. In the last few years a lot has changed thanks to generative AI. 

Recently I came across a new solution to help solve this problem. Something I wish I had back in 2015. Weglot.

What’s Weglot? 

It’s a solution that simplifies website and content translation. Some of the things I faced when doing this ten years ago were manual translation, page duplication, complex SEO setup, and technical integrations. Painful and time consuming. 

The number one thing you should be doing today is speaking the language of ALL your customers. Did you know that more than 70% of people prefer to buy in their native language

It’s now easy to expand your international presence in just a few clicks. You can do it quickly thanks to automated translation that’s accurate and crisp. 

Increase your SEO visibility in every market that matters. More markets = more reach = more potential customers. 

And thanks to solutions like Weglot, it's easy to integrate with WordPress, Shopify, Webflow, Wix, and more. In just a few minutes. No need to move to a different CMS. 

I recently decided to partner with Weglot to help businesses of any size create a more global footprint and make sure their content is speaking the language of their customers. 

It’s more important than ever to make sure your content is in the right language both for people and the bots. 

#WeglotPartner

p.s. still rocking my favorite HubSpot Academy custom Patagonia.

VP of Marketing at EasyLlama | People-first GTM Evangelist

Don’t fall into the status quo.

Here’s my marketing playbook for 2026.

1) Major investments in brand. Which is combo of content, events, community, and customer programs. 

I was so fortunate to bring on a rock star for all those things Katrine Reddin 🦕. She of course will have support and we’re going to be playing offense next year.

Expect to see the 🦙 everywhere. With some major surprises. 

2) Intent and network signals.

We’re an inbound heavy operation which means we can use signals to prioritize leads, follow up with other leads, and nurture a lot better.

Plus we can use network signals like if someone in our network knows someone that could unlock an introduction for us or give us some intel. 

I’m betting big on network signals next year. Both from our customers and our broader network.

3) Holistic revenue attribution.

We’re going to be tracking three types of revenue attribution.

Software attribution, first and last touch.

Self reported attribution in our demo forms.

Discovery call question attribution asked by each AE.

We have two of the three already in play and the data is fascinating. 

I’m also going to add incremental testing to the mix. Do something and then remove it or isolate the removal of the activity like not doing a billboard in one city but having one in another city, and using lead and pipeline data to determine impact. 

This data will help us understand number one and two a hiwnlot better next year. 

4) Monthly marketable moments. 

We already ship a lot of new products and tools in the reg. But next year we’re going to package them better and create one big wave each month. Beat the drum!

5) New offers.

We are cooking up come very compelling free new offers to launch in the first half of next year. I can’t give you any sneak peeks yet, but you should be thinking and investing in offers that will help you turn brand attention into business revenue.

Offers that are differentiated and compelling are key to your demand strategy today.

Don’t forget that your offers should treated as products built by the marketing team. Positioning, promotion, and distribution all matter.

I got a coupe of other ideas brewing. Going to wait to share them until I have more conviction behind each idea. 

If you think these topics are interesting, then you should join my marketing leadership mastermind group. We meet every week for an hour. 

Today we’re chatting about the homepage redesign process and the dashboards a marketing leader should be using to run their business. 

Drop ‘mastermind’ in the comments for more info.

Data is the lifeblood of a business today. Yet most businesses are missing two things. 

Clean data and actionable data. 

This problem costs businesses thousands, if not millions, of dollars in revenue.

What every leader should have are insights into revenue generation, customer health, competitors, and a whole lot more. 

Trust me, I have felt this pain at all of the businesses I’ve worked at. We're actually working on solving this problem at EasyLlama right now. Through a combination of hiring the right people, tech, and process changes. 

One solution that I’ve been trying out is Rows.com  

I’ve been able to upload CSVs and PDFs, connect GA4, and our paid media accounts.  Then I simply ask it questions in plain English.  Way easier than me trying to fumble around with Google Sheets or Excel. 

It organizes and understands the data without me needing to understand SQL or anything else. 

Things like, ‘tell me how many opportunities find us through paid search and also mention Google as how they heard about us.”

Simple prompts that can give me quick and impactful insights into how different channels, campaigns, offers, or messaging are driving results. 

It extracts, connects, analyzes, and keeps all the data fresh. 

Which means I get automated reporting and get insights and actionable recommendations on the regular. Exactly what a busy marketing leader needs. 


My point of view is every company should have at least one business analyst. But that’s not always possible due to the cost involved or other factors. So why not give that power to your founders, and other executives, heck your individual contributors too!?

It’s now possible for you to create your own business analyst copilot/agent helping you analyze and sift through data to find the golden nuggets. I’ve built my own business analyst at a fraction of the cost.

Rows is helping me flex my critical thinking skills and become an even more data empowered marketing leader. 

Helping me see around the next few corners and better plan and predict for the coming quarters. 

You can try it for free yourself. Rows dot com

Product launches are always exhilarating ... and stressful ... but so rewarding.  

Today, I'm proud to announce the third product pillar in EasyLlama's Compliance and Learning Platform. 

Security Awareness Training 🥳

Lots of small and medium businesses should be protecting their business and brand from cyber threats. 

Most don't becuase of two reasons, time and the cost.

We eliminate both reasons and give you a solution that's less than $2/month per employee. For a 150 person business, you can provide an important layer of protection from bad actors and cyber criminals for only $250/month.

It includes a powerful Phishing Simulator powered by AI.  

Giving you the ability to use pre-built phishing campaigns that can run automatically year-round.

You also get detailed ongoing reports so you can have a complete view of your organizational risk and how to better prepare employees to not be fooled.

It's time to: finally...

Prepare. Replace passive, one-off cybersecurity courses with interactive, scenario-based training that builds employee confidence and real-world readiness.

Produce. Demonstrate measurable results with dynamic risk reports and benchmarks that connect safer behaviors to stronger business outcomes.

Protect. Reinforce safe habits through continuous phishing simulations, instant feedback, and ongoing awareness campaigns that reduce risk all year long.

We now offer SMBs ONE platform to manage all of their compliance, security training, employee onboarding, and team training needs. 

All-in-one for the win. Finally one tool that employees need to use and one solution you need to manage and pay for. Nirvana, right?

A massive thank you to the team members behind this big launch. ❤️

From the folks on the product and engineering side, Lawrence Valenti, Michaël Devyver, and Merry Chin. To the people on the GTM teams, Alicia Falcon, PMMC®, Tan Tran, Katrine Reddin 🦕, Carmen Choi, Hana N., and Laura B..

A great product launch take an immense amount of coordination, planning, and execution. We use Asana, Google Doc/Sheets, and Slack to make it all happen. Of course Figma, Canva, and our CMS have something to say too.

Here's how to create the best possible webinar. 

I call it the webinar triple threat play. 

Yes, I did steal that from Bobby Flay's Triple Threat show. 🥓

Here's how to cook it up. 

By the way, I shared this playbook in my weekly marketing leadership mastermind group yesterday. Let me know if you are interested in joining. 

Start first by creating a webinar outline and agenda that has THREE distinct segments. 

1) A 20 or so minute conversation with a thought leader or subject matter expert focused around the webinar's topic. 

2) A ten minute product demo that ties what the thought leader spoke about with the use case of the product. Make sure at the end of this segment you ask the audience, using a poll in the webinar, if they would like to get a full demo of the product they just saw. I usually see about 5% to 20% of the attendees asking for a demo. 

3) A customer speaks for about ten minutes and shares their perspective on how they are using the product and the benefits value it's creating for them and their business. 

Make sure you have a DYNAMIC host. Their job is to host the entire webinar and to facilitate each segment. Getting the audience fired up, engaged, and keeping the webinar on track and managing the overall webinar experience. 

Use something like Wistia's webinar platform to make the webinar feel like a well produced show so what people are seeing is changing every couple of minutes. The key is making it not boring. 

Once the webinar is done, you now have three amazing pieces of content to repackage and reuse. 

One that's thought leadership centric, one that's very product focused, and one that is your customer proof and voice of customer segment. Wisita makes it super easy to create clips from each segment and for you to turn those clips into a format that's right for the right channel. 

So there you have it. My tasty Webinar Triple Threat Play™ 

We're run this playbook many times at EasyLlama and it never fails. 

Drop a note if you want me to share an example of one of our latest webinars using this format, or if you want to join the mastermind group. 

Happy Webinaring!

Don’t start your strategy by thinking of a tool first.

It never works. 

Always think about your STRATEGY first. 

For me it's, 'What is the best way to win the game I’m playing?'

For people in marketing and sales the answer is not AI. 

The answer is how can I best match how I’m marketing and selling to how they like to buy what I’m offering. 

For some businesses, it’s more a PLG motion. For others it’s PLG + Sales-assisted. And others use an enterprise-grade consultative GTM motion. 

But no matter what you’re trying to sell, using buying signals is a smart part of your strategy. 

Buyer signals are key to helping you understand what a buyer is doing so that you can match your approach to them. 

You can start really simple by first identifying what are your low, medium, and high intent buying signals. 

Low intent would be downloading a piece of content, going to an event that you hosted, or reading your newsletter. 

Medium intent would be checking out your pricing page, going to a webinar that includes a product demo, or researching competitors. 

High intent would be signing up for a fee trial or account, requesting a demo, or raising their hand for more info during a webinar. 

Signals can be at the contact or account level and include activity data from any first-, second-, or third-party data source.

Once you know your signals and where to find them. Don’t forget that part. :) You can then determine how to act on each signal. 

The easiest way to think about this is what signals are marketing-led, sales-led or a hybrid approach.  

Alright so we now let’s talk about tools. One of my favorite tools I’ve used to run a signal-based GTM strategy is Common Room.  They make it easy with their RoomieAI suite to find, organize, and act on all the buying signals. 

The key, IMO, is to try and keep the signal architecture in one centralized place. Much easier to manage and maintain. Helps streamline the prospecting motion of creating deals and using signals to close deals.

One of the most important things for your signal-based strategy to work is making sure the salespeople know where to see and how to use the signals. Sure, automation can help, but when a salesperson is given a power that they didn’t have before and knows how to use the power responsibility, great things can happen. Take a look at the image to see what a salesperson could get.

Things like faster lead follow up, meeting the buyer where they are, sending the right message at the right time, and reaching out to the right stakeholders to increase the likelihood a deal closes. 

The big takeaway is to please make sure you design your GTM to match how people buy today.

My new community and resource hub is open for business. 

It's called The GTM Library.

A hangout for founders, fractional folks, and marketers who wants to sharpen their go-to-market skills and execution.  

I'm an entrepreneur at heart which means I'm obsessed with all things go-to-market.  I've built a pretty big private collection of my favorite go-to-market resources, including a 100+ masterclasses from people in my network.

When you sign up you'll get access to the community and my regular masterclasses. I'm hosting a new one in a couple of weeks about my latest positioning and messaging framework that I've built. 

For a small one-time payment you can get your library card and access to my private collection of resources and masterclasses, including a private call with me. 

Hope you find it valuable. 

https://lnkd.in/eK27VGsG 

p.s. that's me with one of my favorite books about entrepreneurship and leading a business.

Zenus, Inc.

Focusing on growing Zenus and establishing the company as the undisputed market leader in ethical AI.

Zenus, with its ethical facial analysis technology captures impressions, demographics, dwell time, and positive sentiment in any physical location. Zenus deploys its proprietary AI models on custom-made IoT devices that minimize bandwidth requirements and protect people’s privacy. Zenus’ behavioral mapping results in more informed event designs, improved presentations, increased metrics for sponsors and exhibitors, and additional ways to gain opt-in leads.

Marketing Director

PCMA Event Leadership Institute

The Enhancing Events with AI certificate course is a tailor-made program for all event organizers who want to bring the power (and magic) of artificial intelligence (AI) into their work.

Instructor

Northwest Event Show

The Northwest Event Show is the Pacific Northwest's leading conference and trade show dedicated to serving professionals in the event industry. Attendees experience a dynamic environment where event coordinators, planners, executive assistants, HR professionals, associations, and countless others come together to explore, learn, connect and ideate.

Advisory Board Member

Event Brew

Event Brew is the place to sit back, grab your brew of choice (coffee/tea/beer), and listen in as we discuss some of the most controversial, important, and exciting topics in the industry. This weekly podcast, hosted by Will Curran, Nick Borelli, Dustin Westling, and Thuy Diep will provide a well-rounded view into what actual event professionals think about current news in the events world.

We think that a lot of people hold back when giving their honest opinions about current events in our industry... but that ends now! Join us each week for exciting segments that stimulate intense conversations and debates.

Co Host

Borelli Strategies

With a broad scope of client scales and resources, my focuses include persona development, campaign design, and providing leadership to internal and external teams working within the hospitality, meetings and events industries.

I created marketing resources, presentations, consulting, coaching, and management with an emphasis on digital communications and experiential engagement. Strategies have included content marketing, PPC, SEO, email campaigning, the use of MarTech stacks, strategic partnerships, and trade show and conference strategies. 

I love helping organizations tell the stories of the passionate people behind brands in order to enrich lives and earn trust.

President

SEARCH Foundation

Strategy and execution of marketing and public relations for the international event industry non-profit, The SEARCH Foundation. Nick has helped market fundraising efforts in multiple countries and helped launch initiatives such as The SEARCH 100, Golden Hearts Council, and designed a new website for the organization.

Member Board Of Directors

Meetaverse

I helped clients create corporate metaverses for business. Participants navigate, communicate, and collaborate in digital workplaces designed to accelerate sales, provide immersive brand experiences, and support thriving work environments.

 Marketing Director, Meetaverse™ by Allseated

Allseated

Lead a team of marketing professionals and agencies to reach big goals with a new product in a turbulent marketplace. Tasked with the broad goal of growing the company, Nick lead efforts that increased the size of the organization by over 100% in under a year. Realizing the position’s vision was achieved by leading and being accountable for exhibition, PPC campaign, sponsorships, content marketing, email campaigns, influencer marketing, strategic partnerships, and industry advocacy.

Director of Marketing Growth

Design Studio, by Maritz Global Events

I have multiple roles with Design Studio by Maritz Global events that impact both the Maritz brand as well as their client's needs. 

Marketing Consultant - Go to market planning and ongoing marketing strategy support for the design agency within Maritz Global events. 

Account Executive - Direct contact and support for client projects including in-person workshops, regular conference call leadership, and liaison between client team and Maritz. 

Event Marketing Strategist - Development of strategic marketing assets for event clients including strategic playbooks, data discovery and analysis, attendee persona creation, and tactical support for marketing execution team.

Marketing Consultant, Account Executive, Event Marketing Strategist

Experient - a Maritz Global Events Company

A member of the Experient Marketing Team focused on sales support and client's event marketing needs in the association and live events verticals. Work included training new team members, account executive education, content development and ongoing marketing support for the CMO.

Marketing Consultant

With over two decades in digital marketing and live events, Nick Borelli’s mission is to bring the world together through intentionally designed experiences. 

During his time as a meeting and event marketing strategist in his consultancy firm, Borelli Strategies, Nick had the opportunity to help create organizing principles, personas, and campaigns for B2B organizations as well as gatherings in the tens of thousands.

Most recently, Nick joined up with his one-time client, Allseated, on a full-time basis, where he lead his own team as well as many from various departments in the development of a hybrid meetings platform designed as a next generation persistent meetings space for global organizations.

In the past two years, Nick worked directly with Gartner analysts specializing in the future of work and meetings as well as implementing solutions for organizations such as 7-11 and Sephora. Both have given fuel to many thought leadership opportunities such as on-stage presentations, webinars, podcasts, and internal education courses. 

Be it in-person events, digital engagement or the emerging Web3 space, Nick is a thought leader and passionate visionary in the world of marketing and engaging experiences.

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Mark Kilens

Nick Borelli

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