During my tenure at ITESOFT UK (starting in 2012) from January 2018 to February 2020, I served as Marketing Manager, where I developed and implemented new strategies to capitalize on opportunities, meet company goals, and drive growth. This period was marked by significant achievements and transformations in our marketing approach and business operations.
Transition to Inbound Marketing
One of the key initiatives was shifting the focus from outbound interruption marketing to inbound marketing processes. This strategic pivot was aimed at attracting customers through valuable content and interactions tailored to their needs. The transition aligned with modern marketing best practices and resulted in a substantial increase in lead generation at each stage of the prospect journey.
Recognition and Team Management
In 2019, I was honoured to be voted into the top 50 influencers in the Accounts Payable industry and won the annual ITESOFT award for Openness. This recognition underscored the impact of our marketing strategies and my contributions to the industry. Managing a team of four in the UK, with additional support and resources from France as needed, was crucial for implementing these new processes and strategies effectively.
Achievements in Lead Generation and Pipeline Growth
The shift to inbound marketing yielded impressive results. Website traffic more than doubled, and the prospect pipeline was boosted to exceed Marketing Qualified Lead (MQL) targets. Additionally, the Sales Accepted Lead (SAL) pipeline increased by more than 40%, and social media growth surpassed 100%. These achievements highlighted the effectiveness of our new marketing approach and its positive impact on the company’s growth trajectory.
Campaigns and External Marketing Efforts
Supporting internal marketing growth with external campaigns was another critical aspect of my role. This included participating in tradeshows, webinars, conferences, and producing white papers. These efforts not only enhanced our brand visibility but also attracted new customers and expanded our client base. The marketing budget in the UK was increased by 50% for the second year to support this expansion, reflecting the success and potential of our initiatives.
Evolution of Team Roles
Combining each previous role into the Marketing Manager position involved transitioning my team from cold calling to content creators and account managers. This evolution was essential for aligning our team’s skills with the new marketing strategies and ensuring that we could effectively engage with our target audience.
Partner Management and Network Expansion
Alongside my role as Marketing Manager, I also served as Partner Manager from July 2016 to February 2020. In this capacity, I was tasked with cementing and expanding our partner network for all ITESOFT offerings in the UK. This involved building and launching a partnership model for the UK, expanding the partner network to include additional technology providers and resellers, and creating all UK partnership collateral, such as partner “cheat sheets” and presentations.
Inside Sales Management and CRM Oversight
From October 2014 to January 2018, I served as Inside Sales Manager, a role that evolved significantly over the course of two years. Initially focused on supporting the recruitment of new Inside Sales Executives, training, and base-level reporting to management, the role expanded to include recruitment, training, and supporting teams of Inside Sales executives to ensure continued pipeline growth of leads for the UK business.
I also played a pivotal role in testing the feasibility of launching our operations in the USA, creating a number of sales-ready leads in the first few months. Additionally, I developed reporting tools for use across the marketing communications (Marcoms) process, looking at key statistics from each element, such as call volumes, marketing mailer results, cost per lead, per MQL, and per SQL.
An additional responsibility I took on was the management of our internal Customer Relationship Management (CRM) system. This involved ensuring data quality was maintained to the highest standard, with new data creation accuracy reaching 99%. I provided data insights for marketing activities, sourced additional data streams, and created training documentation for the use of the CRM.
Collaboration and Strategic Influence
Throughout my tenure at ITESOFT UK, I influenced the growth of the business by collaborating with all departments, including sales, service, finance, and registration. Providing support and advice to senior management by outlining new business opportunities, consolidating current practices, and solidifying relationships with customers was a key aspect of my role.
In conclusion, my time at ITESOFT UK was marked by significant achievements in driving growth, innovation, and strategic transformation. By focusing on inbound marketing, team development, and partner network expansion, we set the stage for sustained success and positioned the company as a leader in the industry.