Ruth White-Cabbell_VG_Final
1
DYNAMIC RESULTS and piloted a lead nurturing program (using 100+ pieces of content) focused on Unified Communications solutions that generated $42.2M in estimated pipeline in a single quarter at Cisco. overall partner and advocate social media strategy, including social strategy/execution for NetApp’s event presence (earned 1,000,000+ social impressions and thousands of blog post views per event). marketing and content development for Cloud-based recovery for AWS that won a 2016 Silver Stevie Award for Best New Product/Service of the Year. an average of $10M in estimated pipeline per quarter with partners, exceeding ROI target of 20:1. Oversaw Generated Developed Speaking Personally... Forward-thinking, fast-moving Marketing Leader known for continually innovating, iterating and implementing new marketing strategies and initiatives, leveraging the latest digital, social and traditional tactics that maximize growth and profitability. Calculated risk taker who ensures all programs are grounded in solid data analysis and tied to specific performance objectives. Savvy relationship builder able to easily connect with and communicate across job titles, functions and generations to secure buy-in and adoption. Q Why are entrepreneurial skills valuable in a large organization? A. Entrepreneurs are often visionaries who have a willingness to challenge the status quo and perseverance in the face of uncertainty – what organization wouldn’t benefit from employing individuals with these characteristics? Individuals with these skills can help move an organization forward in many ways: identifying new markets, bringing new products to market, innovating engaging marketing initiatives, and improving efficiency of internal operations and processes, etc. For larger organizations, one must couple these entrepreneurial attitudes with diplomacy to navigate labyrinth-like internal environments and “sell the vision” to garner internal support and resources. Q What makes your marketing approach unique? A. To paraphrase Peter Drucker, the purpose of business is to create a customer. Marketing is the means by which this happens. So my number one goal as a marketer is to create an excellent experience for the customer. Every experience a customer or prospect has with my organization’s brand needs to deliver value. I establish this by keeping the customer front-and-center in everything we do, from content creation to digital and social media interactions. From a customer’s perspective, how you sell to me is indicative of how you will serve me. I want to serve up an experience that the customer wants more of. Q How do you apply the latest marketing practices to engage customers and positively impact business? A. Digital, social and mobile have really put customers in the driver’s seat. Not only do marketers need to create customer-centric content, we need to deliver it in a personalized, real-time way through many different channels. For example, at Cisco, I developed a lead nurturing program that leveraged online articles, emails, blogging, and various social media in an integrated approach that was personalized to the customer based on their individual actions. This program delivered $42.2 million in estimated pipeline in a single quarter. I also developed a social media-related pilot program at Cisco in which we identified 400 prospective leads in two months by listening for specific keywords and phrases, and engaging directly with these individuals via social channels. Optimizing Marketing Performance Ruth White-Cabbell ... www.linkedin.com/in/ruthwhitecabbell • San Francisco Bay Area • (510) 610-1537 • [email protected] MARKETING INNOVATION THAT MOVES THE NEEDLE Multi- Dimensional Capabilities B2B Marketing Strategic Marketing & Planning Content Strategy & Development Data-Driven Innovation Demand Generation Lead Generation & Nurturing Integrated Marketing (Traditional | Digital | Social) Marketing Automation Content Management & Social Platforms Cross- Functional Teaming Vendor Management Budget Administration CAREER AT A GLANCE 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Sungard Availability Services Senior Manager, Marketing NetApp, Inc. Senior Manager, Global Communications Senior Manager, Global Alliance Communications Cisco Systems, Inc. Manager, Marketing Innovation and Enablement Channel Marketing Development Manager Partner Marketing Consultant Spearheaded “Ruth is one of the most innovative marketers I’ve had the pleasure to work with. She knows what it takes to inspire and motivate and works tirelessly to create innovative programs.” ~ Ardath Albee, B2B Marketing Strategist, Author “Ruth is a trailblazer! She brings passion, fresh ideas to her team and partners, connects easily with people across multiple channels and makes complex projects happen.” ~ Brian Carroll, Best Selling Author and Speaker
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Transcript of Ruth White-Cabbell_VG_Final
DYNAMIC RESULTS
and piloted a lead nurturing program (using 100+ pieces of content) focused on Unified Communications solutions that generated $42.2M in estimated pipeline in a single quarter at Cisco.
overall partner and advocate social media strategy, including social strategy/execution for NetApp’s event presence (earned 1,000,000+ social impressions and thousands of blog post views per event).
marketing and content development for Cloud-based recovery for AWS that won a 2016 Silver Stevie Award for Best New Product/Service of the Year.
an average of $10M in estimated pipeline per quarter with partners, exceeding ROI target of 20:1.
Oversaw
Generated
Developed
Speaking Personally...
Forward-thinking, fast-moving Marketing Leader known for continually innovating, iterating and implementing new marketing strategies and initiatives, leveraging the latest digital, social and traditional tactics that maximize growth and profitability. Calculated risk taker who ensures all programs are grounded in solid data analysis and tied to specific performance objectives. Savvy relationship builder able to easily connect with and communicate across job titles, functions and generations to secure buy-in and adoption.
Q Why are entrepreneurial skills valuable in a large organization? A. Entrepreneurs are often visionaries who have a willingness to
challenge the status quo and perseverance in the face of uncertainty – what organization wouldn’t benefit from employing individuals with these characteristics? Individuals with these skills can help move an organization forward in many ways: identifying new markets, bringing new products to market, innovating engaging marketing initiatives, and improving efficiency of internal operations and processes, etc. For larger organizations, one must couple these entrepreneurial attitudes with diplomacy to navigate labyrinth-like internal environments and “sell the vision” to garner internal support and resources.
Q What makes your marketing approach unique? A. To paraphrase Peter Drucker, the purpose of business is to
create a customer. Marketing is the means by which this happens. So my number one goal as a marketer is to create an excellent experience for the customer. Every experience a customer or prospect has with my organization’s brand needs to deliver value. I establish this by keeping the customer front-and-center in everything we do, from content creation to digital and social media interactions. From a customer’s perspective, how you sell to me is indicative of how you will serve me. I want to serve up an experience that the customer wants more of.
Q How do you apply the latest marketing practices to engage customers and positively impact business?
A. Digital, social and mobile have really put customers in the driver’s seat. Not only do marketers need to create customer-centric content, we need to deliver it in a personalized, real-time way through many different channels. For example, at Cisco, I developed a lead nurturing program that leveraged online articles, emails, blogging, and various social media in an integrated approach that was personalized to the customer based on their individual actions. This program delivered $42.2 million in estimated pipeline in a single quarter. I also developed a social media-related pilot program at Cisco in which we identified 400 prospective leads in two months by listening for specific keywords and phrases, and engaging directly with these individuals via social channels.
Optimizing Marketing Performance
Ruth White-Cabbell...
www.linkedin.com/in/ruthwhitecabbell • San Francisco Bay Area • (510) 610-1537 • [email protected]
MARKETING INNOVATION THAT MOVES THE NEEDLE
Multi- Dimensional Capabilities
B2B Marketing
Strategic Marketing & Planning
Content Strategy & Development
Data-Driven Innovation
Demand Generation
Lead Generation & Nurturing
Integrated Marketing (Traditional | Digital | Social)
Marketing Automation
Content Management & Social Platforms
Cross- Functional
Teaming
Vendor Management
Budget Administration
CAREER AT A GLANCE
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Sungard Availability Services
Senior Manager, Marketing
NetApp, Inc.
Senior Manager, Global Communications Senior Manager, Global Alliance Communications
Cisco Systems, Inc.
Manager, Marketing Innovation and Enablement Channel Marketing Development Manager Partner Marketing Consultant
Spearheaded
“Ruth is one of the most innovative marketers I’ve had the pleasure to work with. She knows what it takes to inspire and motivate and works tirelessly to create innovative programs.”
~ Ardath Albee, B2B Marketing Strategist, Author
“Ruth is a trailblazer! She brings passion, fresh ideas to her team and partners, connects easily with people across multiple channels and makes complex projects happen.”
~ Brian Carroll, Best Selling Author and Speaker
