Helping brands unlock the power of video

Company Name: Lumen5

Industry: Technology

Company Size: 11-50

HQ: Vancouver, BC

Roles: Enterprise Marketing & Demand Gen, Business Development Specialist

  • • Regular analysis of Enterprise data to improve understanding of ideal customer profile and product market fit

    • Created and maintained reporting on inbound lead metrics for enterprise and enterprise marketing

    • Regular reporting on conversion rates and campaign optimization at each stage of Demand Generation funnel in order to develop the Sales pipeline.

    • Provide data and results for the sales team

    • Developed Sales Enablement content for the Enterprise sales team

    • Ideated and executed Lumen5’s first Enterprise webinar, driving 150 registrations

  • • Develop and execute innovative, multi-channel campaigns to drive enterprise MQLs

    • Partner with Sales and Marketing Team to refine lead filtering and funnel definitions

    • Managed lead scoring, lead definitions, and the entire marketing and sales funnel for Enterprise

    • Regular check-ins with sales team to ensure quality of leads and constant optimization

    • Managed monthly Enterprise budgets, reporting regularly on our lead aggregators and partners to ensure positive ROI

  • • Developed, implemented, and managed inbound and outbound lead generation processes from form fill to Account Executive hand-off

    • Ideated and actioned outbound campaigns in order to develop net new business

    • Developed expansion strategy for current accounts, and partnered with Account Executive and Customer Success Management teams to execute

    • Created and maintained inbound and outbound reporting processes in order to track lead flow and conversion rates

    • Worked closely with the Marketing team to develop sales enablement resources and Enterprise Marketing content (case studies, slide decks, whitepapers, etc).

    • Proposed, sourced, and implemented outreach and task management tools for the sales team (Apollo and ClearBit)

    • Participated in BC Tech’s HyperGrowth program

    • Hired, on-boarded, and trained Sales Development Representatives to grow the lead generation team

  • • Regular maintenance and cleaning of CRM (HubSpot)

    • Set up HubSpot for success across Marketing, Sales, and Customer Success, ensuring consistent data that could be used for data analytics and research purposes

    • Ensured accurate reporting of pipeline and predictable revenue

  • • Member of the Lumen5 Culture Committee, actively finding new ways to keep the team energized and engaged

    • Formed the Diversity & Inclusion Committee to push initiatives promoting diversity, equity, and inclusion at Lumen5 (educational lunch and learns, re-developing hiring processes, regular assessment of internal policies)

Lumen5 reached out to me because they needed someone to help build their lead generation and business development engine. I joined as a Business Development Specialist and immediately went to work optimizing HubSpot, managing lead flow, and building hand-off processes from Biz Dev Rep, to Account Executive, to Customer Success, to Marketing. All layers of a customer experience can benefit from clean data. I eventually hired two Business Development Representatives before creating a business case for our Enterprise segment, and moved into a role in Enterprise Marketing & Demand Gen. From there I went to work developing an Enterprise ICP, creating more Enterprise specific sales enablement content, managing lead flow and demand gen channels, and working with our Sales team to ensure healthy pipeline to achieve our revenue targets. I also conducted Lumen5’s very first webinar with one of our Enterprise clients, NC State University. I developed the content, onboarded the webinar platform, and generated a list of over 100 qualified leads.

At Lumen5 I also had the opportunity to lead the charge for our Diversity, Equity, and Inclusion programs. As a member of the LGBTQIA2+ community and a visible minority, it’s important to me to always fight for what I believe is right, and to emphasize the importance of equitable practices everywhere I go. I led the introduction of our inclusion Lunch & Learns, some of which included chatting about microaggressions in the workplace, the history of pride, and the history of hip-hop culture. My push for diversity, equity, and inclusion also led to shifts and changes in our hiring practices to ensure we were removing all layers of bias or preferential treatment.

A few Lumen5 Highlights