1. DYNAMIC RESULTS
and piloted
a lead nurturing
program (using 100+ pieces of content)
focused on Unified Communications
solutions that generated $42.2M in estimated
pipeline in a single quarter at Cisco.
overall partner
and advocate
social media strategy, including social
strategy/execution for NetApp’s event
presence (earned 1,000,000+ social
impressions and thousands of blog post
views per event).
marketing and content
development for
Cloud-based recovery for AWS that won
a 2016 Silver Stevie Award for Best New
Product/Service of the Year.
an average of
$10M in estimated
pipeline per quarter with partners,
exceeding ROI target of 20:1.
Oversaw
Generated
Developed
Speaking Personally...
Forward-thinking, fast-moving Marketing Leader known for continually
innovating, iterating and implementing new marketing strategies and
initiatives, leveraging the latest digital, social and traditional tactics that
maximize growth and profitability. Calculated risk taker who ensures
all programs are grounded in solid data analysis and tied to specific
performance objectives. Savvy relationship builder able to easily connect
with and communicate across job titles, functions and generations to secure
buy-in and adoption.
QWhy are entrepreneurial skills valuable in a large organization?
A. Entrepreneurs are often visionaries who have a willingness to
challenge the status quo and perseverance in the face of uncertainty –
what organization wouldn’t benefit from employing individuals with these
characteristics? Individuals with these skills can help move an organization
forward in many ways: identifying new markets, bringing new products to
market, innovating engaging marketing initiatives, and improving efficiency
of internal operations and processes, etc. For larger organizations, one
must couple these entrepreneurial attitudes with diplomacy to navigate
labyrinth-like internal environments and “sell the vision” to garner internal
support and resources.
QWhat makes your marketing approach unique?
A. To paraphrase Peter Drucker, the purpose of business is to
create a customer. Marketing is the means by which this happens. So
my number one goal as a marketer is to create an excellent experience
for the customer. Every experience a customer or prospect has with my
organization’s brand needs to deliver value. I establish this by keeping the
customer front-and-center in everything we do, from content creation
to digital and social media interactions. From a customer’s perspective,
how you sell to me is indicative of how you will serve me. I want to serve
up an experience that the customer wants more of.
QHow do you apply the latest marketing practices to engage
customers and positively impact business?
A. Digital, social and mobile have really put customers in the driver’s seat.
Not only do marketers need to create customer-centric content, we need to
deliver it in a personalized, real-time way through many different channels.
For example, at Cisco, I developed a lead nurturing program that leveraged
online articles, emails, blogging, and various social media in an integrated
approach that was personalized to the customer based on their individual
actions. This program delivered $42.2 million in estimated pipeline in a single
quarter. I also developed a social media-related pilot program at Cisco
in which we identified 400 prospective leads in two months by listening for
specific keywords and phrases, and engaging directly with these individuals
via social channels.
Optimizing Marketing
Performance
Ruth White-Cabbell...
www.linkedin.com/in/ruthwhitecabbell • San Francisco Bay Area • (510) 610-1537 • rwhitecabbell@gmail.com
MARKETING INNOVATION THAT MOVES THE NEEDLE
Multi-
Dimensional
Capabilities
B2B Marketing
Strategic Marketing
& Planning
Content Strategy & Development
Data-Driven Innovation
Demand Generation
Lead Generation &
Nurturing
Integrated
Marketing
(Traditional |
Digital |
Social)
Marketing Automation
Content Management &
Social Platforms
Cross-
Functional
Teaming
Vendor
Management
Budget Administration
CAREER AT A GLANCE
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Sungard Availability Services
Senior Manager, Marketing
NetApp, Inc.
Senior Manager, Global Communications
Senior Manager, Global Alliance Communications
Cisco Systems, Inc.
Manager, Marketing Innovation and Enablement
Channel Marketing Development Manager
Partner Marketing Consultant
Spearheaded
“Ruth is one of the most innovative marketers I’ve had the pleasure to work with. She knows
what it takes to inspire and motivate and works tirelessly to create innovative programs.”
~ Ardath Albee, B2B Marketing Strategist, Author
“Ruth is a trailblazer! She brings passion, fresh ideas to her team and partners, connects
easily with people across multiple channels and makes complex projects happen.”
~ Brian Carroll, Best Selling Author and Speaker