Resume

LARA BERENDT

B2B DEMAND GENERATION LEADER
Program Architect | Data Distiller | ABM Authority | Storyteller

 

Experience

Enterprise Demand Generation Campaigns Manager, Miro, 2021–present

  • Develop and execute integrated campaign strategies to drive product signups, qualified leads and sales opportunities for our enterprise new-logo business

  • Partner with sales and operational stakeholders to continuously optimize our lead-scoring and handoff model

  • Work with cross-functional teams to amplify content, events, product launches using the right channel mix to reach enterprise decisionmakers

  • Managed programs in 2022 that generated $1.96M in qualified new-logo pipeline and $489K in closed-won revenue

Director of Demand Generation, LeanDNA, 2021

  • Drive demand-gen strategy, including paid media, content marketing, nurture and ABM programs

  • Partner with exec team to develop, manage and optimize demand-gen forecast and reporting framework

  • Manage digital marketing agency and oversee demand-gen budget

  • Delivered 468% YOY increase in leads, 200% increase in marketing-sourced opportunities

Senior Growth Marketing Manager, LeanDNA, 2018–2021

  • Develop and execute account-based marketing strategy in close partnership with sales

  • Manage campaigns across awareness, lead-gen, lead-nurture and outbound sales

  • Execute diverse tactics to engage accounts, generate opps and boost pipeline velocity

  • Implement/operationalize new tech stack components to support sales and marketing

  • Drove 65% QOQ increase in new sales meetings in 2019

Brand Manager, AffiniPay, 2017–2018

  • Re-launched CPACharge brand, leading 300% leads growth, 76% sales growth YOY

    • Messaging and visual branding overhaul; complete website redesign

    • Competitive analysis, market research and buyer persona development

    • Buyer’s journey mapping and content strategy development

  • Led cross-functional teams in integrated demand-generation campaigns

  • Launched 12 email nurture programs to qualify leads, increase conversions

  • Built frameworks for campaigns, messaging, editorial calendars and style guide

  • Created e-books (4), blogs, emails, websites, ads, videos, webinars and sales tools

Freelance Content Marketer, 2015–2017

  • Produced blogs, newsletters, emails, ads for B2B tech and agency clients

  • Advised on branding, digital marketing strategy and content strategy

  • Worked with Indeed, Somnio, Kuno Creative and Amherst InsightLabs

Content Marketing Manager, Indeed, 2015

  • Owned thought-leadership content strategy for Indeed's global events program

  • Identified speakers and delivered content for more than 50 events worldwide

  • Produced event presentations, agendas, blog content, emails, videos and case studies

  • Inventoried, audited event content and defined processes to govern its use

Web Content Specialist, National Instruments, 2012–2015

  • Inventoried, audited content to manage content lifecycle and optimize web traffic

  • Developed Americas web content strategy and information architecture

  • Built web dashboards to track and optimize traffic, user behavior and leads

  • Launched social advertising strategy to meet regional marketing objectives

Copy Editor and Wires Chief, Austin American-Statesman, 2011–2012

  • Edited major metropolitan daily newspaper for style, grammar and accuracy

  • Selected national/international wire stories that were most relevant to local audience

  • Managed workflow calmly and independently in an intense, deadline-driven environment

 

Education

Bachelor of Journalism
University of Texas at Austin
Summa Cum Laude

 

Technical Skills

Salesforce

Pardot, Marketo, HubSpot

Outreach

Google Analytics

Terminus

Sendoso

Wordpress

HTML & CSS