This document summarizes five lessons from Lisa P. Bonanno's presentation on digital marketing tactics. The lessons are: 1) Develop an editorial strategy to tell your brand's story; 2) Collaborate with key stakeholders like sales and product to develop a strategic marketing plan; 3) Measure key metrics like leads, opportunities, and revenue to refine the marketing strategy; 4) Communicate marketing activities and results internally to build momentum; 5) Target specific customer audiences by understanding their problems and creating relevant content. The document provides discussion questions for each lesson to engage participants.

1. GEORGETOWN UNIVERSITY
CONTINUING EDUCATION
DIGITAL MARKETING

2. FIVE LESSONS FROM THE
MARKETING TRENCHES
Lisa P. Bonanno
September 16, 2016

3. LISA P. BONANNO
Lisa P. Bonanno recently served as the Vice
President, Marketing at Brivo a IoT security
company. As a technology marketing veteran,
Lisa sets the marketing vision and direction,
builds brand equity and drives revenue growth.
Prior to joining Brivo, Lisa was the VP, Corporate
Marketing at Tahzoo, a digital agency start-up,
where she repositioned their brand and drove
millions of dollars in opportunity value for the
business. Prior to Tahzoo, she was the Senior
Director, Global Corporate Marketing at Genesys,
which acquired Angel, a subsidiary of
MicroStrategy. She led the product marketing
integration while simultaneously driving revenue
growth for the SaaS business unit. Lisa holds a
Bachelor of Science Business Administration
(BSBA) degree in marketing from American
University and a MBA from Marymount University.
Follow her on Twitter and connect with her on
LinkedIn.

4. DEVELOP A GOOD
EDITORIAL STRATEGY
Lesson #1

5. EDITORIAL STRATEGY
 Develop an editorial strategy to tell your brand’s story
 Must know long-term strategy of the company to do this well
 Create the story arc for the year
 Support this story with blogs, PR pitches, email nurtures, webinar
topics, event themes, and social media which drive demand
generation

6. DISCUSSION
 How have you used content to drive a digital marketing campaign?
 What are your top three go-to channels when building out your
editorial calendar and why?
 Who are your top three writer/contributors in your organization?

7. COLLABORATE WITH KEY
STAKEHOLDERS
Lesson #2

8. COLLABORATION
 The marketing strategy should support the corporate long-term
vision as well as the annual revenue goals of the company
 Develop strong working relationships with Sales and Product
Management
 Attend their staff meetings and invite them to yours
 Conduct listening tours to understand their needs and make
them a part of the plan development
 Support their success with a thoughtful strategy

9. DISCUSSION
 What has been your experience working within collaborative
environments?
 What do you believe are the top three risks to not having a
collaborative environment?
 What are your tips to building strong internal working
relationships?

10. MEASURE, MEASURE,
MEASURE…REFINE
Lesson #3

11. MEASURE AND REFINE
 Develop a scorecard with your top metrics
 They can include leads, opportunities, deals closed, views and
clicks on press releases, number of webinars, top page views on
website, engagement scores for social media
 The marketing plan should be set up to get you to the bottom
line- revenue/bookings – everything else is supportive
 As deals come in, understand why they deal closed – what was
their pattern of engagement, is it repeatable
 Have a daily pulse on your quarterly results, be agile to refine as
needed to meet your success targets

12. DISCUSSION
 What do you think the top three metrics are for marketers?
 What do you use to track your ROI?
 Who oversees this effort? Marketing Operations, Marketing
Analysts, you?

13. DON’T DISMISS THE VALUE
OF INTERNAL MESSAGING
Lesson #4

14. INTERNAL MESSAGING
 There is great value in communicating regularly across the
company
 Email activities and results
 Give shout outs and spoon feed “Take Action” such as a post
employees can use in their social feeds
 Give shout-outs for great team wins
 Helps build the internal marketing brand and build momentum,
which is infectious

15. DISCUSSION
 Give an example when there was a lack of communication in your
business and the impact it had on the team.
 Share how you have worked to drive greater communication
internally.
 What do you think are the top three benefits to communicating
regularly internally?

16. TARGET THE
CUSTOMER EXPERIENCE
Lesson #5

17. TARGET
 Everything you push out is a reflection of your brand
 You want your brand to be aligned with thought leadership,
relevancy, appropriateness, and timeliness
 You can do this by understanding your target audience and
spending time segmenting your database
 Create relevant content that is going to solve a problem for that
target audience

18. DISCUSSION
 How many target groups should you set up? Is there a magic
number?
 Share an example of a really targeted campaign that worked well.
 Is the customer experience a client has with your brand really that
important in B2B? What do you think?

19. BONUS BUSINESS TIPS
 Find or be a mentor
 Nurture your network
 Be the boss you would want to have
 Make good hires

20. THANK YOU Lisa P. Bonanno
Marketing takes a day to
learn. Unfortunately it
takes a lifetime to master.
-Phil Kolter