Tony Yang

Tony Yang is a deeply experienced marketing leader in B2B SaaS and AI. He is a tech-savvy and data-driven marketer who possesses a unique blend of high-level strategic planning, brand building, and team management skills as well as the ability to execute campaigns on a tactical level as an individual contributor. With expertise in account-based marketing (ABM), demand generation, and growth marketing, he has been invited as a speaker at various conferences, webinars and learning programs, including: * 2016 FlipMyFunnel – Austin * 2016 FlipMyFunnel – Boston * 2016 "The Move To Predictive" event hosted by Integrate & Just Media * 2015 & 2016 Mintigo Predictive Marketing Customer Events * 2015 "Marketing Loves Sales" event by Obility * Guest Lecturer at USC Marshall School of Business * Mentor at several startup accelerators * Numerous digital conferences, webinars and podcast interviews He has also been recognized by his peers in the B2B marketing community as a thought leader and influencer, including: * "2016 Top 40 Demand Marketing Game Changers" by Heinz Marketing & Integrate * "Top 40 ABM Superhero" by Terminus * "Top 50 Most Influential People at Marketo Summit 2016" by Heinz Marketing * "24 Top Account Based Marketing Influencers We’re Following On Twitter" by LeadGnome * “B2B Marketing: Top 100 Twitter Influencers” by Onalytica * “60+ ABM Experts To Follow & Learn From” by ReadyContacts Tony holds an MBA from the Marshall School of Business at University of Southern California, a Masters in Information Systems Management from Keller Graduate School of Management, and BA degrees in both Economics and Chinese Studies from the University of California, San Diego.

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  Content marketing

  I've developed content marketing strategies as part of an overall growth & demand generation strategy, which often also includes persona definitions, message mapping, content audits, SEO, and promotional channels such as social, email, and communities.

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  Email marketing

  I've developed email nurturing programs, primarily using Marketo. I've also implemented email newsletters as well as SaaS onboarding emails. In addition, I've also helped implement outbound sales email sequences using tools such as Outreach.

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  Go to market strategy

  I've create strategies for different go-to-market approaches, from enterprise sales motions and account-based marketing (ABM) to product-led growth frameworks. Also, I've developed affinity programs and partner marketing strategies, specifically within the B2B tech space.

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  Growth marketing

  I find that growth hacking is often an overused and misunderstood term. My experience with this area began when I worked at a bootstrapped startup that had very limited budget. Therefore, I had to be very creative with ways to scale growth – including affinity marketing, product-led growth tactics, freemium acquisition strategies, etc.

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  Marketing automation

  I've been a long time Marketo power user since 2010. I've also worked in martech companies that partnered with Marketo, Oracle Marketing Cloud, and Salesforce, so I know the ins-and-outs of most of these systems.

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  PPC strategies

  I've managed campaigns on Google Ads (both search and display), LinkedIn Ads, Facebook Ads, and Twitter Ads. I've also used retargeting platforms such as AdRoll/Rollworks, and ABM-targeted platforms such as Terminus.

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  Technology and tools

  As a marketing operations specialist, I've evaluated and implemented tools such as Salesforce, Marketo, Outreach, DiscoverOrg, ZoomInfo, Google Analytics & Tag Manager, RingLead, webinar platforms including Zoom/ReadyTalk/GoToWebinar, and many more.

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  Adroll

  14 years of experience

  I've used AdRoll for general retargeting, but have also utilized their B2B platform called "RollWorks" for ABM-specific types of campaigns based on target audience segmentation.

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  Google Ads

  20 years of experience

  I've been a long time user of Google Adwords (now Google Ads) and have managed ad campaigns as an in-house marketer and a consultant, ranging from $5K/month to over $100K/month in advertising spend.

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  LinkedIn

  14 years of experience

  I've been running LinkedIn ads for B2B SaaS companies for many years now. Specifically, I've managed campaigns using their Sponsored Updates, Text Ads, and Sponsored InMails. These campaigns ranged from top-of-the-funnel to lower funnel, and I've implemented these for ABM strategies.

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  Marketo

  17 years of experience

  I've been a long time Marketo power user and admin since 2010. I've utilized many of its core functionality, including email programs, program set up and tracking, performance reporting, and back-end data triggers/workflows. I was an early user of their ABM module.

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  Salesforce

  20 years of experience

  I've been a Salesforce admin for many years now, focusing on making sure the core CRM implementation is set up correctly for B2B go-to-market motions.

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  Twitter

  14 years of experience

  While Twitter Ads haven't generally been as effective as other platforms for B2B SaaS companies, the times that I've found success in utilizing Twitter Ads were for certain conferences and events that utilized a hashtag that enabled me to run a time-bound targeted campaign for that event.

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  Enterprise Applications

  My entire career has been in B2B (16+ years), from large multinational corporations (IBM, Yahoo) to small scrappy technology startups in Silicon Valley.

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  Predictive Analytics

  I worked for two machine learning SaaS companies - 1) Mintigo, which utilized predictive analytics for lead scoring and ABM execution, and 2) Conversion Logic, which utilized ML for marketing attribution for large consumer brands.

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  Marketing

  Two companies where I served as VP of Marketing were martech companies, and also had to partner with other martech companies in the ecoystem. In addition, I've been the main decision maker for purchasing, implementing and using many martech tools.

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  SaaS

  I've been in SaaS since it's inception in the early 2000s, starting with my role at IBM where I helped launch one of their first application service provider (ASP) offerings in the Asia market. ASP, as a hosted application offering, is considered to be the precursor to what we know as SaaS today. Beyond that, all the various startup companies I've worked with in the past 14 years have all been B2B SaaS companies.

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  Digital Marketing

  As an independent consultant, I consider myself an agency of one. Also, in many of my in-house roles as the marketing leader/executive, I've had to retain the services of agencies throughout my career, from digital agencies to content agencies, and from PR to design agencies.

• https://www.revoptica.com/blog/how-i-implemented-the-demand-unit-waterfall-for-abm
• https://www.revoptica.com/blog/sales-pipeline-101-understanding-what-to-track