Lara Berendt

Hi! I'm Lara, a B2B technology marketing leader with a campaign strategy and demand-gen focus.

 

 

 

 

 

 

 

 

 

 

 

 

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My Story

I'm a technology marketer with a passion for campaign strategy and using great content to drive revenue. I've worked in B2B tech marketing for 12 years; before that, I cut my teeth in the journalism world. I believe in the vast power and potential of analytics and AI, and I'm forever trying to learn, grow and improve.

Today I lead campaign strategy for key global programs at Miro, the #1 visual workspace for innovation. I design content-centered campaign strategies to fuel field events and equip demand-gen teams to deliver qualified leads and sales opportunities for our enterprise business, merging PLG and ABM best practices to fuel Miro’s growth. Previously on the demand-gen team at Miro, I partnered with sales to deploy and continuously evolve our lead-scoring and handoff model, and worked cross-functionally to dial tactical and channel levers up and down to meet global lead and pipeline goals.

Before joining Miro, I led a small but mighty demand-generation team at LeanDNA, a supply-chain software startup in Austin, Texas, where I owned the strategy and execution of account-based marketing programs. I built our best-in-class ABM program from the ground up, working closely with our sales team to prioritize accounts and developing specialized messaging, offers, and tactics to generate and convert new opportunities in top-tier targets.

I’ve created a wealth of content and promotional materials to engage target accounts, from e-books, guides, case studies, data sheets, blog posts, and video scripts to web content, ads, direct mail, nurture programs and outbound sales sequences—customizing by industry and persona to make our prospects feel seen and heard.

Throughout my marketing career, I’ve worn an operational hat, too, developing reporting resources for teams, implementing new tech stack components, and measuring and optimizing every asset, tactic and channel at my disposal. From campaign and messaging to data and processes, I'm forever trying to learn, fix, and improve.

Some of my top recent achievements:

  • My programs at Miro delivered $1.96M in qualified new-logo pipeline in 2022, and I achieved an 11ppt increase from Q1 to Q2 in opportunities sourced from non-handraiser leads

  • My ABM program at LeanDNA supported a 65% QOQ increase in new sales meetings

  • My re-launch of AffiniPay’s CPACharge brand fueled 300% YOY leads growth and 76% YOY sales growth

Skills:

integrated marketing strategy, product-led growth / PLG, account-based marketing / ABM, demand generation, lead generation, lead nurturing, sales enablement, campaign development and execution, content marketing, content strategy, writing and editing, messaging and positioning, buyer persona development, email marketing, marketing automation, Pardot, Marketo, HubSpot, Salesforce, Outreach, Looker, Google Analytics, Terminus, LinkedIn Campaign Manager, Sendoso

 
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Testimonials

Lara is an incredible strategic marketer well versed in integrated campaigns, demand gen and orchestrating complex customer journeys. She’s a strong communicator and excels in engaging with stakeholders at all levels in any organization. One of Lara’s super powers is her ability to effectively articulate complex ideas and strategies with clarity and precision. She has strong analytical acumen and her strategic thinking enables her to synthesize information and tackle challenges comprehensively, from strategy to execution.

Another super power of Lara’s is her incredible ability to build content and messaging strategies for large marketing programs from integrated campaigns through to global events. Her work on launching Miro’s first additional product SKU (Enterprise Guard) campaign as well as the Innovation Imperative global event series were two of many highlights showcasing this skillset, making her an invaluable asset to the team.

Lara is a senior level marketer who is an asset to any team. I am so grateful to have worked with her and learn from her over our three year plus tenure together at Miro.
— Stephanie Lee, Global Campaigns Group Manager, Miro
I had the pleasure of working with Lara in her roles at AffiniPay, and what astounds me about her is that there is truly nothing that she cannot do or cannot learn! She is easily the most self-motivated colleague I have ever had. If there was a problem, Lara wouldn’t just come up with a way to solve it—she would have evaluated several different options and chosen the best one to move forward with, even if that required her to get a certification or read a book cover to cover to make that decision. She’s an incredibly gifted writer and thinker, a truly versatile marketer, and one of the most organized human beings I’ve ever met—and I say that as a hyper-organized person! She’s also a great person to be around, fun to work and collaborate with, and someone I could truly depend on. Any organization would be lucky to have her on their team.
— Amy Mann, Director of Communications, AffiniPay
I had the pleasure of working with Lara in her role as brand manager at AffiniPay, as we launched new integrated technology partnerships for the CPACharge brand.

Her personal accountability and commitment to excellence meant that no stone was left unturned during the research and discovery phase of campaign planning, and the ultimate strategy was thoughtful, based on data-backed assumptions, and focused on achieving the stated goal, whether that was building overall awareness of a new technology integration or generating high-quality leads for the CPACharge sales team. Lara was able to provide her supporting team clear direction on promotional assets and tactics while owning responsibility for the strategic vision by testing, measuring, and correcting until the project goals were met.

Lara consistently asked for feedback that she would incorporate to accelerate her professional and personal development. I think she’s smart, brave, honest, very hard-working and committed to being successful, and I hope we work together again one day.
— Amanda Huyck, Director of Technical Partners, AffiniPay
Lara is an exquisite writer and content strategist. She takes a thoughtful approach to every project or assignment and has an impeccable eye for quality content. I thoroughly enjoy working with strategic minds, and Lara has one of the brightest!
— Jennifer King, Senior Content Marketing Manager, Indeed
Lara is an outstanding content strategist and marketer. She is very organized and pays meticulous attention to detail. She’s a rapid learner and approaches projects with first understanding the objectives and then recommending a thoughtful strategy. Lara is an absolute pleasure to work with and gets my highest recommendation!
— Olga Kazakova, Marketing Director, Indeed
Lara is an outstanding strategist and project manager. She is insightful, motivated, organized, and proactive. She always delivers more than expected, and brings innovative ideas to increase the impact of the projects she manages. She positively enhances all the programs and projects that she works on with her insight, analytic eye, creativity, intuition, detail orientation, and drive for results.
— Amie Madden, Section Manager, National Instruments

Contact

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