Samantha Tanner

Over the last decade, I’ve implemented and led on various projects adding six figures in pipeline for start ups and scale ups. A commercial and strategic marketing leader, I love helping to solve complex challenges to enable companies to set up marketing from scratch to establish long-term growth. My expertise falls in early stage marketing where businesses are trying to figure out who the perfect customer is and what motivates them, positioning, strategy, and building the foundational blocks to a fully functioning demand generation engine. I'm genuinely excited to help founders and marketers figure out their marketing challenges and help ideas get unstuck. ​I’ve worked for B2B events businesses and publishers, wealth management companies, manufacturers, and have extensive experience within SaaS - Martech, Fintech and Cybersecurity. ​

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  Demand generation

  The key to successful demand generation is to start small, test, then scale. Using this approach helps to identify the messaging and approaches that work in order to introduce new channels in order to deliver a wider message to your audience. Demand generation will always work differently from industry to industry in my experience, so testing is essential.

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  Go to market strategy

  I worked for a cybersecurity company where marketing and sales were very new functions and products had historically been shipped utilising the CEO's network. However, this new product launch was to an entirely new audience, so needed a different approach - an actual GTM strategy. I built the entire strategy from mapping the ICP, messaging frameworks, pain points, marketing plans, launch strategies and the meeting cadences, getting senior stakeholder buy in along the way. Generated 3:1 ROI.

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  Venting frustration

  I've worked in marketing teams of all sizes for nearly 20 years and have experienced nearly every frustration imaginable. I know how freeing it is to just have someone to listen :)

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  ClickUp

  4 years of experience

  Instead of using spreadsheets with my designers and content writers, ClickUp is by far and away the best task management tool I've used. I've only used basic functionality but it's always been effective.

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  LinkedIn Sales Navigator

  7 years of experience

  I've used and currently use Sales Nav to build lists of my ICP to see what they're interested in, what they post and how they interact with the platform to build customer knowledge. I've used used it in conjunction with Lusha for contacts to build email lists.

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  Substack

  2 years of experience

  I'm in the early stages of building a substack audience so can deliver advice on the go as I start to become a more intermediate user of the platform. Can advise on set up and goals.

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  Hubspot

  9 years of experience

  I've used Hubspot in all areas of marketing and marketing operations over the years from building automated workflows for nurture campaigns and updating pipelines, to effective email campaigns and CRM management. I've also doubled up as a RevOps resource previously, so have also used it in anger from the sales side too building dashboards.

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  SaaS

  I've spent the last 8 years across mid-senior marketing positions from startups, to scale ups and have been part of acquisitions too. I've experienced so many challenges and crafted solutions to the most common.

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  Cyber Security

  I'm currently working fractionally for a cyber security vendor and at my last role I was the head of marketing for a cybersecurity vendor that specialised in SOC and threat intelligence. I know the challenges of attracting that target audience well!

• https://www.samtannermarketing.com/post/what-needs-to-be-included-in-a-go-to-market-gtm-strategy
• https://www.samtannermarketing.com/post/how-to-effectively-define-your-ideal-customer-profile-icp
• https://www.samtannermarketing.com/post/the-ultimate-guide-on-how-to-create-a-messaging-framework-for-your-business