Built marketing program from the ground up, with a core focus on improving go-to-market efficiency through account-based marketing and partner marketing channels. Set up a unified funnel and single source of truth reporting that aligned strategy and decision-making across sales and marketing. Implemented a new demand generation strategy, focusing on finding and engaging high-intent prospects earlier in the funnel, which has driven higher pipeline conversion rates (+6.5X), average ACV (+36%), and return on investment. Recruited, onboarded, and coached a team of 8 across operations, demand, field, and content marketing. Helped accelerate growth to over 30% year on year, exceeding targets, and setting up the company on the path to profitability.
Steve Malone
Marketing Operations | Demand Generation | Startup Advisor | B2B SaaS Growth
Bio
My goal is to establish demand generation as a predictable and repeatable growth engine for VC/PE backed software/SaaS organizations. I also establish the marketing and revenue operational foundations that enable efficient growth with high returns on investment. Specialties: -Aligning marketing and sales to common go-to-market (GTM) strategy -Run scalable, predictable and efficient marketing and sales plays -Account based marketing (ABM) strategy, measurement and execution -Demand generation program design, optimization and scale -Establishing marketing operations, processes, reporting and analytics -Recruiting and leading high performing teams -Player/coach comfortable leading and executing hands-on -Website conversion and search engine optimization -Budget management and P/L Tools: -Marketing automation (Hubspot, Pardot, Marketo) -CRM (Salesforce) -ABM (6Sense, Metadata) -Search engine marketing (Google Ads) -Social media marketing/paid social (LinkedIn) -Conversational marketing (Qualified) -Web tools (Wordpress) -SEO (Ahrefs) -Project Management (Asana, Monday.com)
Expertise
Building a team
I have recruited, built and coached teams in high-growth SaaS across all marketing functions including demand generation, marketing operations, field marketing, content, product and brand.
Content marketing
Helping build a clear why, who and what in the market is one of the key foundational elements of a growth marketing/demand generation plan. I help with establishing the separation and the right to win segments for early stage organizations.
Demand generation
My career has focused on building predictable and efficient growth engines for SaaS and professional services organizations. This focused on building demand generation programs that drive new awareness, pipeline and ultimately revenue.
Growth marketing
Helping organizations focus on the growth levers that will provide the most efficient and predictable growth while perhaps more importantly which should not be pulled to ensure focus and maximize ROI.
Technology and tools
I have built marketing and sales technology stacks for early stage (Series A/B) SaaS organizations and help scale and optimize these platforms through high-growth to Series E/IPO.
Toolkit
Google Ads
19 years of experienceI have built and managed Google ad campaigns from the ground up for several organizations in the SaaS, professional services and IT services space. My experience includes build, design and optimization of Google ads strategies.
Asana
7 years of experienceAsana has been the primary project and task management solution for my teams since we moved to a hybrid/remote first world in 2020. This tool helps keep us aligned on priorities, aligned on status and operate async with minimal need for "check-in" task status meetings.
Google Analytics
19 years of experienceGoogle analytics has been my primary web analytics tool in a variety of SaaS, professional services and IT organizations since 2008. I have more recently migrated and have gained experience in the GA4 migration in 2023.
Hubspot
10 years of experienceCertified Hubspot administrator experienced in build, optimization and day to day usage of the platform. Over the past 7+ years I've deployed and utilized Hubspot at some of the fastest growing companies in SaaS
Salesforce
15 years of experienceCertified Salesforce administrator experienced in build, optimization and day to day usage of the platform. Over the past 7+ years I've deployed and utilized Salesforce at some of the fastest growing companies in SaaS
Industries
SaaS
I have worked for several fast growing SaaS organizations including OwnBackup, CHEQ, Amplience and Comodo. Focus personas have been IT, marketing and operational buyers across several industries but with particular focus on financial services, healthcare, SaaS, retail, travel and hospitality.
Experience
- SaaS
Designed and implemented new product positioning, messaging, and strategy to differentiate the offering in a crowded market. Recruited, onboarded, and coached a team of 10 across all key marketing and sales development functions. Set up marketing and sales operational funnel measurement and reporting to align decision-making across the go-to-market team. Achieved over 133% of the pipeline target and set the company up for ongoing growth
Professional ServicesCreated new positioning, messaging, and strategy to establish the value proposition for a new category of cybersecurity for marketers. Launched an initial demand generation program focused on educating the market and driving awareness of the new solution. Achieved over 200% against the pipeline and revenue target, setting the company up for growth past $100M ARR.
SaaSOwnBackup
Director, Demand Generation and Marketing Operations | Interim Head of MarketingJoined as part of the initial marketing team and built the marketing operational and demand generation programs from the ground up. Implemented end-to-end funnel tracking that established reliable forecasting and predictability in the marketing program. Built and scaled an account-based marketing (ABM) program that focused resources on the prospects and channels with the highest efficiency and return on investment. Helped grow the organization through Series B/C/D/E, with overall growth in ARR of over 20X and customer acquisition payback periods improving by over 240%.
SaaSNetfast Technology Solutions
Demand Generation ManagerBuilt and executed a demand generation strategy focused primarily on digital marketing channels, including microsites, technical content marketing, and thought leadership pieces that generate organic web traffic and inbound qualified leads. Established new brand positioning and a core message to align with a new ideal customer profile that differentiated the company’s value proposition in a crowded market and accelerated growth. Helped double the size of the organization, improved customer acquisition payback periods, and set the company up for profitability.
Professional ServicesLed demand generation and business development functions for leading provider of internet and endpoint security solutions
SaaSLed marketing and demand generation for leading provider of IT software and services
Software