Developed the marketing strategy from the ground up to fuel pipeline, doubling the size of the business using organic and event channels. Took ownership of the Customer Success team in early 2023. ● Drives the go-to-market strategy to power enterprise and self-serve businesses through a comprehensive inbound and business development strategy. ● Partners with the heads of sales and product to establish an effective product-led growth strategy and experience. ● Constructs effective customer journeys with high converting content, increasing demo request page conversions by 74%, interactive product page by 82% & customer reviews by 300%. ● Launched the first virtual customer event in 2021, driving over 1100 registrants and a 54% show rate, and enlisted 28 external speakers from customers to industry influencers. ● Runs a Slack community to connect users and influencers and provide advice and resources through the pandemic and beyond, now 1500 members strong. ● Executes web personalization by key segments, driving over 1000 new leads in 6 months, lifting lead flow by 13%. ● Leads the CS department in April 2023 to own onboarding and customer engagement. Adoption of our core product increased by 67%. ● Nurtures a team of marketers who executed the blog, content marketing, email marketing, sales enablement materials, events, product marketing and social media. ● Revamped the business development (BDR) program to focus on value and customer impact, increasing opportunity value by 40%. ● Ran a cross-functional workgroup and conducted research to improve our pricing strategy, triggering higher margins and more cost-effective upsell levers. ● Fosters an engaging work environment by running company culture events, instituted a pod structure to foster collaboration, and conducted “lunch-and-learns” within the marketing team. ● Started as a Marketing Director in 2018.
Elizabeth Irvine
Marketing leader | B2B SaaS revenue leader | Consultant | Advisor
Bio
I’m a senior B2B SaaS marketing leader with deep experience leading teams in moments that matter—growth phases, transitions, acquisitions, and “we need to figure this out now” moments. Currently, I lead growth marketing at Siteimprove, where I oversee our demand generation, content, and web teams. My focus is building a scalable, modern growth engine, ensuring our marketing efforts translate into measurable pipeline and revenue impact. Over the past decade, I’ve led marketing across demand, product-led growth, content, and web—partnering closely with CEOs, product leaders, sales teams, and boards. I’m often in environments where there is no playbook, but a big goal and a lot of unknowns. I’m comfortable operating in that space, and I enjoy helping others do the same. I’m especially passionate about: * Helping first-time marketing leaders navigate high-stakes decisions with confidence * Building PLG and content-led growth motions that actually convert to revenue * Translating executive goals into clear priorities, metrics, and operating plans * Using AI thoughtfully to improve decision-making, not just output I’m also deeply invested in mentoring and community, and lead the DC chapter for Pavilion. In addition to my operating role, I advise and mentor marketing leaders who are: * Reporting into a CEO or board for the first time * Building marketing infrastructure from scratch * Under pressure to drive revenue without clear systems or strategy * Navigating growth, burnout, or inflection points in their careers I believe the best marketing leaders are part strategist, part translator, and part steady hand—and that sustainable growth comes from clarity, not chaos. If you’re navigating growth, change, or leadership questions in marketing, I’m glad to connect.
Expertise
Building a team
I've been managing teams since 2009. I love mentoring teams and instilling a growth mindset early on. I built a five person team at TechTarget when growing the European branch. I'd love to help you figure out what to ask, what to look for, what practical exercises to use and build your own mentorship skills.
Content marketing
I believe content is the lifeblood for organizations. When you create great content, have strong conversion flows, you can fuel pipeline organically. I can help you figure out what content you should focus your time on and map that to pipeline and revenue.
Conversion rate optimisation
Personalized messaged is key to conversion rate optimization (CRO). I love working in personalization tools to create unique experiences for the various segments that visit a site and would benefit from the solution. Placement, strong CTAs, and minimized distractions are also crucial for improving CRO. I'd love to chat with you about your audience, you strategy, and how a CRO focus can make a difference on conversion.
Email marketing
My first job at TechTarget was writing emails -- all day, every day. I can help you construct a high-performing email and email nurture. Email is not dead! A well thought-through email strategy can deliver high impact.
Idea validation
I love helping people work through a decision. Whether you have the data but something is preventing you from moving forward, or you're looking for deeper validation for pursuing something, I'd love to help you. I can be your sounding board on prioritization, content marketing, internal situations, etc.
Marketing automation
The marketing machine works best when marketing technology works together. I'll help you find manual tasks that can be automated, but how to best fit it into your tech stack. I'll help you assess your marketing technology, understand how they work together, what else can be automated. Let's also talk intent and how to best use that data as part of this system.
Venting frustration
There's a lot that you can't control. Decisions may be made that you don't understand. Actions may be taken that you disagree with. Getting alignment is so hard. I promise to provide a safe space for you to talk about anything -- whether you want to just complain about something to get it off your chest or want advice on how to handle a situation.
Toolkit
Buffer
11 years of experienceBuffer is a good low-lift tool for publishing social content across multiple accounts. I've used it in a couple of jobs. If you're just looking to do the basics for social promotion, happy to help.
Drift
9 years of experienceI used Drift for conversational marketing. I created experiences for important segments for our business as well as high-converting pages. I can help you prioritize where to focus your time in Drift.
Google Analytics
19 years of experienceI've been using Google Analytics for the majority of my career. GA4 is a new beast of course, but I can help you set up and streamline your must-have reporting.
Hubspot
9 years of experienceI ran our Hubspot instance at MarketMuse. I set up the lead scoring methodology, email nurtures, landing pages, social publishing, and department reporting.
Intercom
10 years of experienceI used Intercom for creating customer support documentation and making it available on our website. Now that I'm leading customer success as well, we're thinking about content that's required for solving customer problems as fast as possible.
Pardot
9 years of experienceI've been using Pardot for the last five years. I'm an avid user of the engagement studio for a variety of use cases. I use the platform for those ongoing nurtures, one-off emails, scoring users, tracking links for sales emails, segmenting my audience, etc.
Salesforce
12 years of experienceI've used Salesforce in a few organizations. I am also a Salesforce admin at MarketMuse and manage objects and page setups, map fields to Pardot, manage automations, etc.
Trello
9 years of experienceI've used Trello for a long time for basic campaign, project, and team organization. We've integrated with other tools, but I've also used it for personal use.
Wordpress
12 years of experienceI've used Wordpress as a CMS for a long time. I've managed pages, going through website updates, integrated many plugins, and have managed a lot of the website process through marketing.
Experience
- Artificial IntelligenceMachine LearningSaaSContent MarketingContentSEO
Launched the marketing department for the computational reproducibility startup that began in early 2017. ● Planned and executed campaigns and content across social, search engine optimization (SEO), public relations (PR), email marketing, and online channels to drive awareness in the scientific community. ● Launched a new blog and fueled content by writing and organizing internal and external writers and designers. ● Developed and organized webinars and workshops that fueled our sales and organic user pipeline. ● Managed relationships with clients and supported account managers to onboard them, provide educational materials, and guide them in enabling user adoption. ● Identified A/B testing opportunities and developed strategies to increase website conversions. ● Created initial customer profiles and personas to refine the messaging for a niche audience.
SaaSSoftware
Spearheaded the marketing strategy for audience growth and development across key markets in EMEA – namely UK, Germany, France, and Scandinavia – as well as the Latin American market. ● Created and led the marketing initiatives across all regions, using social media outlets, email campaigns, online marketing, and paid campaigns, managing a team of six. ● Increased UK lead delivery by 89% and German lead delivery by 74% through better segmentation. ● Optimized email and online engagement by developing A/B testing strategies. ● Improved online conversion rates by 53% through custom landing pages. ● Analyzed large data sets to identify segmentation opportunities both regionally and topically. ● Increased brand awareness and membership through paid ad networks, social, and other media. ● Delivered in-target traffic and members by developing contracts with quality partners. ● Mentored junior team members by honing their copywriting and marketing skills. ● Started at TechTarget in the spring of 2007 as a junior marketer, earned promotions for four consecutive years and moved to London to start the marketing team for the European branch.
Content SyndicationPublishing