Appcues

VP, Marketing & Sales

VP, Marketing

Zaius

*Acquired by Optimizely in 2021*
Built marketing and sales programs from the ground up. Once repeatable, narrowed focus to marketing and scaled the team to include content, product marketing, brand, operations, and demand generation functions. In three years we brought the product to a new market, grew customer count 100x and revenues 35x, and raised over $43M.

Kantar Millward Brown

Restored growth of Kantar Millward Brown's SaaS Products suite (including Compete PRO) and increased profitability overall by productizing service-based solutions. Oversaw product, marketing, customer success, support, and inside sales. Reported to COO.

VP, SaaS Products

Led the adoption of digital marketing strategies across Kantar Millward Brown. Reported to CMO.

Director of Marketing

Compete, Inc.

*Acquired by Kantar Millward Brown in 2013*
Owned self-serve revenue and lead generation targets. Optimized the website, freemium product, and acquisition model to increase monthly self-serve revenue by 75% and sales leads by 100%, all while reducing marketing spend by 80%. Also led the adoption of inbound marketing and marketing automation. Reported to VP.

*2012 AdAge Power 150 Blog: Top 50*
*2011 AdAge Power 150 Blog: Top 50*

Digital Marketing Manager

Zoom Information

Worked directly with CEO to grow the company’s top data-improvement initiative, in the form of a freemium SaaS product. Under my leadership, new membership grew by 220% in just over six months. 

Additionally, managed marketing for a vertical accounting for half of the company’s revenue. Budgeted, planned and executed multi-channel marketing campaigns, including email, social media, SEM, direct mail and content-based demand generation. Highlights include increasing website lead conversion by 150% and marketing-generated revenue by at least 35% each quarter in 2010, exceeding vertical goals by 88%. Reported to VP.

*2010 Eloqua Markie Finalist for Best Customer Lifecycle Program*

Marketing Manager

Owned lead targets. End-to-end management of email, webinars, whitepapers, and case studies. Refined messaging and overhauled customer and prospect email nurture programs and newsletters, landing pages and forms. Restructured internal sales/marketing process to revive a struggling revenue stream, increasing qualified leads by 174%. Reported to GM.

Marketing Specialist

Sonicbids

#88 - 2007 Inc. 500 Fastest Growing Private Companies in America

Led customer acquisition for subscriber-based SaaS product via lead generation and ecommerce optimization, email nurture programs, partnership development and management, social media campaigns, retargeting and behavioral advertising, affiliate programs, search marketing, as well as print advertising. Worked closely with Sales, Product and Engineering to establish cross-functional production efficiency. Reported to VP.

Acquisition Marketing

Q Division Music Services

Planned and executed grassroots marketing campaigns and national mainstream and college radio promotions for new music releases. Managed internship program. Reported to General Manager.

Marketing Coordinator

B2B SaaS go-to-market strategist, team builder, and company steward. Teacher and student of product-led growth. Always keeping an eye on metrics and an ear to customers. Above all, a level-headed team player.

"I didn't love you at that moment, but in retrospect, that's when I knew we made the right hire."

A founder said that to me a year after I criticized his product's UI in front of the entire leadership team. I was a week or two into the job. I wasn't trying to be bold. I was just doing what had always worked.

But that confidence came from a lesson I almost learned the hard way.
Years earlier, at a different company, I made the opposite mistake. 

My first leadership team meeting, I didn't say a word. Told myself I was "listening and learning." My boss saw through it. He pulled me aside and said something that explains why, years later, I'd walk into a room full of founders and do the opposite.

This is the kind of lesson I'm writing about now. Not marketing tactics or growth frameworks. The messier stuff. Earning credibility at the leadership table. Navigating the politics of cross-functional work. Finding your footing when the stakes get higher. Twenty years of learning these lessons, mostly by getting things wrong first.

I just launched a newsletter called Presence. 

The first post tells both stories: what my boss actually said, why it stuck, and how it showed up years later in that room full of founders.

If this resonates, subscribe. I'm going to keep writing like this.

Eric Keating

VP Marketing at Cloud Capital | Founder, Product-Led Growth Collective | GTM leader | AI native | Ex-ZoomInfo, Appcues, Compete

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