marketing strategy

Session Three: Positioning Your Company, Product or Service Through a Strategic Narrative

January 17 and January 18 from 9 a.m. - 11 a.m. MST 

Trying to stand out in today's crowded and noisy markets is difficult. That's where a Strategic Narrative can help your company differentiate itself and make a larger impact in your industry. 

This session will cover:

1. What is a “Strategic Narrative?” How is it different from regular company messaging?

2. The difference between thinking “inwardly” vs. “outwardly”

3. How do you formulate your Strategic Narrative? What are the steps?

4. What are the industry mega-trends in your industry?

5. What unique insights does your company have?

6. What is your company’s vision for the future?

7. What is your “North Star” Category Position?

8. A real-world case study will also be shared regarding how one company went through this process, what the outcome was and how they have implemented it.
    

This session will feature speakers: 

Guy Murrel, Chief Narrative Officer at Catapult PR

Guy Murrel is a principal and co-founder of Catapult. He provides strategic PR counsel to Catapult clients, helping them articulate their story to break through the noise and capture market leadership. With more than 30 years of experience, the last 25 focused on exclusively on the high-tech industry, Guy has developed the positioning and messaging framework for start-ups, emerging growth companies and Fortune 1000 companies. 

Jayne Groll, CEO of DevOps Institute

Jayne Groll is co-founder and CEO of the DevOps Institute (DOI). Jayne carries many IT credentials including ITIL Expert™, Certified ScrumMaster, Certified Agile Service Manager, DevOps Foundation and is a Certified Process Design Engineer (CPDE)™. Her IT management career spans over 25 years of senior IT management roles across a wide range of industries. Jayne is very active in the DevOps, ITSM and Agile communities and is the author of the Agile Service Management Guide. She is a frequent presenter at local, national and virtual events.

Learn more about Session One and Session Two of the Mastermind Series. There is one more Mastermind Series event to come! Stay tuned for dates, topics and speaker details.

SOFTWAREcolorado is hosting a four-part Mastermind Series featuring Zoom discussions among Colorado’s most prominent Software/SaaS marketing leaders. 
 

Session Two: Modern Marketing Tech Stack

How to build a modern marketing tech stack 

Nov. 17 and Nov. 19 from 9 a.m. - 11 a.m. MST 

***Session Two is currently CLOSED. SOFTWAREColorado members will receive access to the Zoom recording*** 
 

The speaker will discuss tools, integrations, and application of technology to support the customer lifecycle funnel, including:
 

1. Marketing automation - Top of the funnel, list acquisition, cold contacts - Marketing attributed leads MAL - Marketing qualified leads MQL - Sales qualified leads SQL

2. CRM - Sales automation

3. Content creation

4. Reporting and analytics

5. Onboarding

6. Customer success

7. Renewal

8. What are the costs to acquire and manage these systems? What do you need at different stages of your business? 
    

This session will feature industry topic expert Anke Corbin.
 

Anke Corbin, co-founder and CEO, Globig 

Anke Corbin is the co-founder and CEO of Globig - a global expansion marketplace with over 9,000 members, a go-to-market services agency for fast-growing startups, and GROWlocity - a workforce development program that trains marketing, sales, and customer success teams on how to scale their business using technology, and testing. Anke’s background includes executive positions in sales, international marketing, demand generation, and global business development at tech startups and enterprise companies including AOL, MapQuest, Time Inc., TransWorld Media, and more.  Anke is a growth mentor for multiple Techstars accelerators, the German Accelerator, and Founder Institute. 

 The first session took place Oct. 12 & 13. Learn more about Session One. There are two more Mastermind Series events to come! Stay tuned for dates, topics and speaker details.

SOFTWAREcolorado to host a four-part Mastermind Series featuring Zoom discussions among Colorado’s most prominent Software/SaaS marketing leaders

Session One: Power up a Modern Marketing Department

Strategies for an effective marketing department for A/B stage companies using in-house and agency power.

October 12 & 13 from 8 a.m. to 10 a.m. MT. 

**Session is currently CLOSED. SOFTWAREColorado members will receive access to the Zoom recording***

Speakers will discuss:

1. What does a go-to-market strategy entail for early-stage and growth companies?
2. How to define and validate product-market fit / go-to-market fit and why it's important
3. Sample marketing strategy for early-stage companies
4. Team structure - what you need and when, the mix of in-house and agency support
5. Building for scale: growth marketing essential elements
6. Key measures of success
7. Budget - what should you allocate, what can you expect for different budgets? Where do you spend your money and time for the best results at this stage?

 This session will feature industry topic experts Ann Boyd and Courtney Pallotta.

Ann J. Boyd, Chief Marketing Officer, Stoplight 

Boyd builds companies and brands with a passion for navigating change. She applies years of experience in global marketing and communication to her role for fast-growing, software company Stoplight. Boyd honed her skills as a marketing and communications leader for some of the world’s top brands at the intersection of media, technology and culture including Participant Media, Sony Pictures Entertainment, Fox Interactive Media, AOL, and, early on, for Microsoft. 

Prior to joining Stoplight, Boyd served as head of corporate marketing and brand at Cherwell Software, where she helped navigate the company’s successful pivot to become a leader in the new category of Enterprise Service Management. Before joining Cherwell, Boyd advised a range of clients through her firm Ashby West, LLC. And, in affiliation with Westmeath Communications, Boyd drove strategic communications planning for insurance giant Aflac, sports social network Strava, and data storage leader Commvault. She also consulted leading nonprofits—United Nations World Ocean Festival, Water for People and Global Health Foundation—as well as for-profit, startup Conscious Good, in the social impact space. 

 Boyd is active in the community with a personal mission to foster empathy, equality and entrepreneurialism. Currently serving on the Board of Directors for the Mental Health Center of Denver, she has also served as a Techstars Boulder mentor and taught at the University of Colorado Boulder for the College of Communications, Media and Information. She previously served as a Board of Director for the Library Foundation of Los Angeles and was a mentor through The Hollywood Reporter’s “Women in Entertainment” Big Brothers, Big Sisters program in 2015.   

Boyd lives in Boulder, Colorado with her husband and two children.  

 Courtney Pallotta , VP Marketing, ChaosSearch

Courtney is a marketing leader with more than 20 years of experience in early-stage and growth companies. She is passionate about building dynamic teams and developing marketing strategies that help customers understand and benefit from exciting technology.  

 Specifically, her focus is on building teams and scaling go-to-market strategy, brand, product marketing, inside sales, demand generation and customer advocacy initiatives for innovative tech companies including Netezza, IBM, ClearSky Data, TrustArc and most recently ChaosSearch. Recently, ChaosSearch was named, “Most Likely to be the Next Boston Unicorn in Startup Boston’s first-ever Community Awards.”

 Outside of work, she and her husband enjoy cheering on their three children from many sidelines and discovering all things outdoors in Colorado.

 More Mastermind Series events are coming soon. Stay tuned for dates, topics and speaker details!