Lara Berendt
Lara Berendt

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

 

 

 

 

 

 

 

 

 

 

 

 

DSC_2259-2.jpg

My Story

I'm a technology marketer with a passion for data-driven demand-gen strategy and using great content to build brands and fuel campaigns. I've worked in B2B tech marketing for ten years. Before that, I cut my teeth in the journalism world, learning to craft compelling, informative stories.

Today I manage demand-generation campaigns at Miro, the #1 visual collaboration platform. I develop and execute strategies to drive product signups, qualified leads, and sales opportunities for our enterprise new-logo business, merging PLG and ABM best practices to fuel Miro’s growth. I’ve partnered with sales since 2021 to deploy and continuously evolve our lead-scoring and handoff model, and work cross-functionally to dial tactical and channel levers up and down to meet global 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

 
color-3.png

Testimonials

“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
“I’ve worked with Lara on projects and strategies to support the account-marketing department. She has always provided a strategic approach to her work and recommendations. Lara is a master of project management and ensures that her deliverables are solid, exceeding expectations and delivered on time.”
— Joe Quinn, Section Manager, Account-Based Marketing, National Instruments

Contact

color-3.png