Kathy Karpinski

Sr. Product Marketing Manager for SMB and CORP Segments

CrowdStrike

Apr 2023 - Current (3 years 3 months)

* Responsible for GTM Strategy for SMB and CORP segments. * Create buyer/influencer personas for SMB and CORP segments. * Update message maps with language that targets an SMB audience. * Create brand and campaign-level targeted messaging. * Collaborate with CrowdStrike Product Marketing Managers to create content that targets SMB and CORP prospects. * Work with CrowdStrike web team to improve the SMB user experience on their site - from navigation to content updates. * Create digital content, sales, and thought leadership content that maps to the sales funnel for SMB and CORP including blogs, webcasts, ad copy, briefs, sales presentations and more. * Work with Field Marketing and Campaign teams to create quarterly strategy an

Product Marketing Manager

Dell Technologies

Oct 2020 - Dec 2021 (1 year 3 months)

Created and Managed solution-level Content Map and rollout for Dell APEX Portfolio, a *new* Dell IaaS solution. Managed Forrester relationship to create and deliver analyst marketing content for the domestic launch of DELL APEX Portfolio. Collaborated with the APEX Messaging Team, APEX Product Marketing Managers, Dell Blue, and Digital Marketing to create Top of Funnel content that supported Dell US Field Marketing programs and met the goal of creating awareness and interest among B2B enterprise customers.

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Marketing Director

The ARCO Group

Feb 2020 - Mar 2023 (3 years 2 months)

In charge of outbound marketing - strategy and implementation - for The ARCO Group, an MSP that specializes in cloud services and storage-as-a-service, cybersecurity solutions, disaster recovery, communications and collaboration solutions, and traditional IT Support and RMM. I work directly with sales and our industry-leading partners, (Zadara, Connectwise, Intermedia, and Kaseya) to create effective go-to-market plans and implement supporting demand gen programs to build awareness and generate leads. I also author original content that includes copywriting for digital campaigns, datasheets, blogs, and web content. I am currently writing new web content for The ARCO Group website.

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Director of Marketing

The ARCO Group

Feb 2020 - Sep 2020 (8 months)

Updated ARCO Group brand through significant updates to their web site - design and copy. Also updated their LinkedIn page and regularly blogged on that page. Created demand generation programs and digital marketing programs (LinkedIn) to increase awareness and MQLs among their target market. Updated all product/services messaging and service datasheets for ARCO's entire ARCO portfolio of RMM and SaaS solutions. Updated brand templates for all marketing collateral. ARCO Group is a boutique IT firm that provides SaaS solutions to SMB consumer businesses. Reported directly to the VP of Sales and Marketing.

Director, Integrated Marketing | Sr. Messaging Specialist

Cognizant

May 2018 - Sep 2019 (1 year 5 months)

As a Director of Marketing and Messaging Specialist, I was one of nine marketing professionals hired to build out a repeatable, demand generation function for Cognizant North American Field Marketing. This role entailed building messaging templates, and the supporting business processes to run integrated marketing campaigns, as well as to be part of the team that made decisions on which marketing tools to include as well as we built out a marketing stack. I was also involved in setting scoring rules for Pardot - all with the end goal of increasing brand awareness as Cognizant moves to be viewed as a thought leader in Digital Business, and also to ensure our campaigns were bringing in qualified MQLs. For each campaign with budget, I was re

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Senior Product Marketing Manager

Spanning Cloud Apps

Jan 2016 - Dec 2018 (3 years)

Worked closely with Product Management, Sales, customers, Corporate Marketing and Support in an Agile environment to continually expand the feature set and customer base for a SaaS backup and recovery solution for Microsoft Office 365. Within the first seven weeks at Spanning I led a successful product launch in Australia and New Zealand at Microsoft Ignite, AU, which resulted in qualifying and signing three new customers. I blog monthly and authored a white paper on Global Compliance Considerations for Australian Privacy Principles. Responsible for monthly Win/Loss/Stall analysis with the end goal of gathering actionable sales information for the Product Team, Marketing Team, and Sales Team. Gather competitive information from research a

Sr. Global Messaging Strategist, Software Group

Dell

May 2008 - May 2014 (6 years 1 month)

MessageOne Product Marketing Manager for three SaaS Business Continuity and Archiving solutions acquired by Dell in 2008. Continued in PMM role, supporting sales efforts and lead gen campaigns until the executive decision was made to blend MessageOne Solutions with other Dell SaaS acquisitions. Member of the acquisition marketing team in 2008, responsible for the marketing integration of MessageOne with other SaaS Service companies into one IT Management Services portfolio. Assisted on the Perot Systems acquisition by writing Day One Announcements and creating sales presentations and sales training for Perot Services that Dell took to market. Worked on the KACE integration by writing integrated messaging and creating sales collateral that

Senior Messaging Manager - Dell End User Computing

Dell

May 2008 - May 2014 (6 years 1 month)

Create market awareness and help achieve revenue goals for new and existing Dell solutions through the creation of targeted messaging and marketing programs and materials. These multi-channel marketing deliverables include CXX-level white papers, presentations, demand generation content such as sales plays, web banners and web copy, Dell End User Computing Solutions include: Desktop Virtualization Solutions, Cloud Client Computing solutions, Mobility solutions, and Client solutions (PCs, desktops, workstations).

Product Marketing Manager / Acquisition Marketing

Dell

Jan 2008 - Jan 2014 (6 years 1 month)

Continue product marketing tasks post Dell acquisition for key MessageOne SaaS solutions. Member of an acquisition marketing integration team responsible for the marketing integration of MessageOne, Everdream, and Perot Systems into Dell’s overall services strategy. Work closely with marketing and product management teams to create new messaging and combine services into new offers. Create sales, marketing and lead generation materials for Dell SaaS and services solutions.

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Senior Product Marketing Manager

MessageOne

Jul 2007 - May 2008 (11 months)

Worked closely with product management and the executive team to create new messaging and reposition four MessageOne services. Develop supporting marketing and sales materials for each stage of the sales cycle including whitepapers, customer presentations, sales training and customer surveys. Attended trade shows to help build awareness for MessageOne products and qualify leads. Work closely with the demand generation team to create materials for marketing campaigns including webcasts. Helped revamp the MessageOne web site - both navigation strategy and write copy to prepare for the Dell acquisition of MessageOne. Started and ran an internal triathlon team to increase employee morale and improve cross-

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Product Marketing Manager

Vignette

Mar 2006 - Jun 2007 (1 year 4 months)

I am a Product Marketing Manager responsible for taking Vignette's portal product to market. I work closely with product management, customers, analysts and innovation leaders to determine product positioning, competitive analysis, strategy, and messaging. I own product launches for major releases of the Vignette Portal product. I assist with solution sales in the Healthcare and Telecommunication verticals.

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Sr. Business Marketing Analyst

Motive Inc AlcatelLucent

Apr 2003 - Nov 2005 (2 years 8 months)

Created strategic, multi-channel marketing programs for Motive enterprise and consumer broadband customers to increase adoption and use of Motive software and to increase customer ROI. Customer marketing liaison to Providing corporate marketing with customer success stories, references, project updates. Managed user group program to increase customer contact, provide a channel for knowledge sharing and dissemination of Motive Best Practices. Awarded a Cultural Cornerstone award for creating a corporate initiative, Team Motive which improved company morale, increased cross company teaming, and improved the Motive brand in the Austin community

Solutions Marketing Manager/Sr. Consultant

Capgemini

Jan 2002 - Apr 2003 (1 year 4 months)

Managed marketing initiatives for the Financial Services/Insurance vertical supporting Capgemini’s partnership with Siebel Systems including solution packaging, go-to-market strategy, and sales support. - Wrote all sales and marketing collateral for Siebel vertical offers. - Provided sales support for Partner Managers through participation in weekly sales calls, demo creation and delivery, and customer presentations. Created marketing program for the Connected Insurance Enterprise solution for mid-market. - Managed a lead generation campaign that targeted 200 insurance companies and resulted in 34 CXX level sales appointments. - Led partner training and sales support. - Attended Siebel Users Week 2002 to help qualify leads.

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Product Marketing Manager

eLoyalty a TeleTech Company

Jan 1998 - Dec 2001 (4 years)

Worked with eLoyalty executives, industry analysts, and existing customers to take eLoyalty products and offers from strategic initiative through development and sales. Managed the release of two CRM software products to help meet eLoyalty revenue targets. Worked closely with key customer accounts to gather feature requirements and product feedback. Created marketing and sales collateral for strategic partnerships with E.piphany, Vignette, and Cisco. Worked with sales and account managers to leverage partnerships and offers at key accounts.

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