Kelsey Burnes

Boston 🦞 to NYC 🗽 to San Diego 🌞. I have built a career and a passion for helping startups grow using my marketing expertise. With 11+ years in marketing and over 6 years in leadership roles, I have built and managed marketing operations and teams from scratch in the B2B/B2B2C SaaS space. I have a proven track record of generating inbound pipeline, driving go-to-market strategy, developing full-funnel marketing campaigns and working cross-functionally with Sales, Customer Success, Product, and Partnerships.

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  Building a team

  I have had the opportunity to build high-performing demand generation teams at two Startups. Depending on your company stage, resources, and priorities, I can advise on what positions to look for and types of candidates to find. I have built teams from 4-6 people across content, campaign management, digital marketing, event marketing and design.

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  Content marketing

  Content marketing should be the backbone of most marketing plans. Whether you are creating a new space or in an established market, content across written, downloadables, videos and webinars are how to establish your brand as THE thought leaders in the space. I have experience managing content teams and the strategy across multiple companies to educate, establish though leadership and engage with our audience.

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  Conversion rate optimisation

  One of my favorite parts of demand generation is conversion rate optimization (CRO). Having a web presence is the first part. As your presence grows, you need to regularly optimize your website to understand how your visitors are interacting with it and test new approaches to get them to take the next step: converting. Testing is necessary across creative, layouts, messaging and more to understand what works best for them. I have ample experience in CRO and improving conversion rates onsite.

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  Email marketing

  Email marketing is where I started my career and it has followed me through all of my roles since. Utilizing tools like Hubspot and Marketo, I have expertise in building one off and robust email nurture campaigns across lead generation, product adoption, retention and win-back strategies.

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  Growth marketing

  My entire career has been in demand generation/growth marketing. I started in the email automation space, moved to campaign management and spent the last 6 years building and leading operations with a focus on lead generation. Using channels such as digital, content, events, partnerships, email and more to hit pipeline targets.

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  Marketing automation

  Marketing automation goes hand-in-hand with my email marketing experience. I have a robust marketing operations background including the tools and technology that go along with it. From establishing your lead funnel to implementing data intake, lead scoring, data flow between platforms, building processes and training, I know how to set up marketing automation tooling from scratch to make it work best for your organization.

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  Asana

  12 years of experience

  I have worked in many project management platforms including Asana, Trello and JIRA. In my experience, it depends on the team you are working with for which tool will work best for you. Personally, I am a big fan of Asana and have experience creating templates and complex projects in this tool. I have brought Asana to multiple companies and personally led the team's adoption and process creation.

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  Drift

  5 years of experience

  In my most recent position, I vetted different onsite chatbots and decided to move forward with Drift. I owned and executed the different playbooks (chat journeys) we created to convert leads depending on their segment and actions taken. Happy to chat playbooks, general operations and reporting.

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  Facebook

  12 years of experience

  I have worked in Facebook/Meta including company profile management to paid ads. For B2B companies Facebook can be a surprisingly lucrative channel to connect and engage with prospects.

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  Google Analytics

  12 years of experience

  I have worked in Google Analytics since 2015 to track website traffic and visitor journeys. I owned the transition to GA4 at my most previous company.

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  Hootsuite

  12 years of experience

  I have worked in many social media platforms including Hootsuite and Sprout Social. These tools are great for streamlining your social engagement across platforms and track engagement.

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  Hotjar

  12 years of experience

  Hotjar is a great tool to track onsite engagement using heat mapping. This is especially helpful when testing out new page layouts, images, buttons and more to optimize for conversion.

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  Hubspot

  5 years of experience

  I started my career working in different marketing automation platforms. Mostly they operate the same (have similar functionality) but different UIs and labeling. We worked in Hubspot in my most recent job. Compared to other platforms I was unimpressed. However I have experience in email and nurture programs, general operations and reporting.

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  JIRA

  7 years of experience

  I have worked in many project management platforms including Asana, Trello and JIRA. In my experience, it depends on the team you are working with for which tool will work best for you.

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  LinkedIn

  12 years of experience

  I have worked in Linkedin including company profile and paid ads management. For B2B companies Linkedin is a prime social channel to connect and engage with prospects.

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  Marketo

  15 years of experience

  I have worked with Marketo since my first job. I prefer Marketo over other marketing automation platforms I have used (including Hubspot + Eloqua). I have owned the marketing operations of setting up a Marketo instance, connecting it to Salesforce, lead scoring programs, audience segmentation and simple to complex email sends + nurture campaigns.

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  Salesforce

  15 years of experience

  I have worked with Salesforce at every job during my career. I have extensive experience in connecting it with your marketing automation platform, general operations, and reporting.

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  Trello

  12 years of experience

  I have worked in many project management platforms including Asana, Trello and JIRA. In my experience, it depends on the team you are working with for which tool will work best for you.