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25 Women Who Rock at Digital Marketing

25 Women Digital Marketing 2017

2017 marks the 8th year we’ve published a list featuring “women who rock” in the digital marketing space. I started the list in 2010 with social media specifically and after 5 years handed the reins over to Ashley Zeckman for a few years when the focus has broadened to digital marketing.

In the past I would ask each years’ honorees to nominate someone for the following year and so on. Following that we started ranking the huge list of women in marketing that we had compiled over the years using Traackr’s influencer marketing software.

In 2017 I’m making another change: to ask influential men in the marketing industry to nominate women who are leading in the marketing world.  I thought this was a timely and relevant way to help male leaders in our industry shine a light on their female counterparts, peers, superiors or subordinates.

The response from those who have shared nominations including multiple from Seth Godin has been great. I can’t thank the CEOs, VPs and Entrepreneurs enough who took time during the holidays to share nominees and their reasons why.

Interestingly, less than a third of the men I reached out to replied at all. In previous years when I have reached out to women, more than 75% would respond. I don’t know whether the holidays affected responses, but I didn’t get many “out of office” emails, so maybe it was something else.

Of greater importance is that this is a topic of interest to me and based on the response over the past 7 years, it is definitely of interest to our community. Below you’ll find a combination of familiar names and some that will likely be new. That’s what makes lists like this special – to find new talent, smarts and engagement amongst people you might not otherwise learn about.

A few notes: this list is not sorted in any particular order and along with the name of the nominee and credentials, I’ve included the name of the person nominating them and why. Enjoy!

Bernadette Jiwa
Bernadette Jiwa
@bernadettejiwa is Author of Thestoryoftelling.com

Bernadette was nominated by Seth Godin @ThisIsSethsBlog – Founder at altMBA.
“Bernadette has written one bestseller after another, highlighting the real work of marketing. It’s not about manipulating clicks, it’s about doing work that matters.”

Porter Gale
Porter Gale @portergale is SVP of Partnerships at Globality Inc

Porter was nominated by Brian Solis @briansolis – Principal Analyst at Altimeter, a Prophet co.
“I first met Porter when she was CMO of Virgin America. But we didn’t meet because of her role, we met because she was looking to expand her horizons to help her brand but more importantly, her mind, explore new possibilities on the horizon. To this day, she inspires me with her humility and her drive to learn what’s next and apply it in places that are out of the proverbial “CMO” spotlight. She works with startups and big brands alike, but always with the same hunger and desire to help. To this day, she inspires me.”

Nancy Duarte
Nancy Duarte @nancyduarte is Principal at Duarte, Inc.

Nancy was nominated by Brian Halligan @bhalligan – CEO at HubSpot.
“Nancy has made true science out of how to convince people through the presentation format. I first found her by Googling who did the slides for Al Gore’s Inconvenient Truth a decade ago and frequently refer back to her work when building any important presentation.”

Aria Finger
Aria Finger @AriaIrene is CEO at DoSomething.org

Aria was nominated by Seth Godin @ThisIsSethsBlog – Founder at altMBA.
“Aria runs the largest teen charity in the world exclusively via digital marketing. And they probably send more texts every day than any other organization I can think of. And she’s an extraordinary human, too.”

Carla Johnson
Carla Johnson @CarlaJohnson is Chief Experience Officer at Type A Communications

Carla was nominated by Michael Brenner @BrennerMichael – CEO at Marketing Insider Group.
“Carla in one of the brightest minds in B2B and always brings a strategic and creative approach to solving her clients’ top challenges. When she’s on the stage delivering her awesome keynotes, Carla delights audiences with surprising insights and candor. An amazing storyteller, Carla has co-authored or authored 7 books, the most recent is the must-read “Experiences, the 7th Era of Marketing” co-authored by Robert Rose. Carla is also an amazing, fun, friendly and super-smart person so if you ever get the chance to meet her, just walk right up and say hello.”

Virginia Miracle
Virginia Miracle @VirginiaMiracle is Chief Customer Officer at Spredfast

Virginia was nominated by John Bell @jbell99 – VP Enterprise Digital Marketing at Travelers.
“Virginia brings a business rigor to marketing and a lifelong commitment to nurturing talent. She can quickly see through to marketing-that-matters, marketing that produces a result. At the same time, she is a magnet for smart people whom she has an innate ability to help develop. She is an empowering leader not a controlling one and that has helped so many top marketers – men and women become smarter, better, and terrific to work with.”

Ann Handley
Ann Handley @marketingprofs is Chief Content Officer at MarketingProfs.

Ann was nominated by Lee Odden @leeodden – CEO at TopRank Marketing.
“Ann brings humor, intelligence and the power to see right through marketing mediocrity to her ongoing content marketing party. Her advice, whether from the stage, one of her best selling books or our one on one discussions is always useful, clever and from the heart.”

Brooks Bell
Brooks Bell @brooksbell is CEO at Brooks Bell

Brooks was nominated by Seth Godin @ThisIsSethsBlog – Founder at altMBA.
“The doyenne of landing pages. Her firm now has more than fifty people who are helping the biggest companies in the world optimize their landing pages. Built from scratch, by hand.”

Liz Smith
Liz Smith @adestraliz is Head of Marketing and Partnerships at Adestra

Liz was nominated by Matt McGowan @matt_mcgowan – President at Adestra.
“Liz brings professionalism, humor, and extremely relevant and thorough guidance to the marketing organization within Adestra. Her understanding of consumer behavior coupled with the nuances that exist within the connected martech landscapes across Europe, North America, and APAC has helped drive success in each of these regions. She is well respected by all that work with her, moreover, she is a strong communicator, and nothing but a pleasure to work with. I am honored to be able to call her a friend and colleague.”

Maryna Hradovich
Maryna Hradovich @realMarynah is Vice President – Strategic Growth and Development at SEMrush

Maryna was nominated by Larry Kim @larrykim – CEO at Mobile Monkey.
“Maryna and SEMRush are building truly fantastic SEO products and doing a good job at marketing them, too. These products are helping millions of SEOs every day, including myself.”

Nicole Walters
Nicole Walters @NapturalNicole is Founder at Monetize Thyself

Nicole was nominated by Seth Godin @ThisIsSethsBlog – Founder at altMBA.
“Nicole is funny, fast and smart. She’s exfoliated, honest and connected to an ever-increasing tribe of soloists, digital marketers and people intent on making a ruckus. Did I mention that she’s smart and funny?”

Molly Pittman
Molly Pittman is Vice President Marketing at DigitalMarketer

Molly was nominated by Mike Stelzner @Mike_Stelzner – CEO at Social Media Examiner.
“She is one of the leading experts in Facebook Messenger and bots. What I love about her is how she quickly understands and distills complex topics into actionable techniques that marketers can follow.”

Heidi Bullock
Heidi Bullock @HeidiBullock is CMO at Engagio

Heidi was nominated by Jon Miller @jonmiller – CEO at Engagio.
“Heidi has a unique skill set that makes her one of the most diverse marketers in B2B marketing. She perfectly blends creativity and innovation with a data-driven approach and an awesome, positive attitude. Her expertise in Account Based Marketing as well as traditional demand gen tactics are critical to our success; it’s the reason I knew I wanted her to lead my marketing organization.”

Alicianne Rand
Alicianne Rand @aliciannerand is Executive Director, Global Content Marketing at Estée Lauder Companies

Alicianne was nominated by Shafqat Islam @shafqatislam – CEO at NewsCred.
“Alicianne may be the best content marketing practitioner in the industry. She’s been in the trenches and done it, both at a high growth startup and a large enterprise. At NewsCred, 40% of our revenue was directly generated by her marketing team. At ELC, she ties content directly to online sales, not easy to do at a large company. Best of all, she is fearless, brilliant and an entrepreneur.”

Sonia Simone
Sonia Simone @soniasimone is Chief Content Officer at Copyblogger

Sonia was nominated by Brian Clark @brianclark – Founder and CEO at Rainmaker Digital.
“Sonia is not only one of the strongest female writers in the content marketing space, she’s one of the best writers period. Her unique mix of expertise, sass, and empathy clearly demonstrate how a distinctive voice can lead to content that resonates with the right people.”

Tina Eisenberg
Tina Eisenberg @swissmiss is Founder at Creative Mornings

Tina was nominated by Seth Godin @ThisIsSethsBlog – Founder at altMBA.
“Tina makes online marketing breathe by taking it offline. Creative Mornings connects hundreds of thousands of people into a network that makes a difference happen, and she does it with flair and selflessness.”

Kerry Gorgone
Kerry Gorgone @KerryGorgone is Director of Product Strategy, Training at MarketingProfs

Kerry was nominated by Chris Brogan @chrisbrogan – CEO at Owner Media Group.
“Kerry delivers a lot of important underpinning work about legal and other structural issues. Plus her Marketing Profs podcast is informative and actually well researched.”

Monica Norton
Monica Norton @monicalnorton is Senior Director of Content Marketing at ZenDesk

Monica was nominated by Pawan Deshpande @TweetsFromPawan – CEO at Curata.
“Monica was a finalist for CMI’s Content Marketer of the Year. Monica created Relate, a brand media entity for Zendesk that barely mentions their product that is across a variety of content formats — articles, podcasts, print magazine, and in-person event. Relate’s website has in over 40,000 monthly visitors, an email database of 10,000, and hosts in-person events that attract 2,000 attendees. with 68% of the audience not being in their database previously.”

Britney Mulle
Britney Muller @BritneyMuller is Senior SEO Scientist at Moz

Britney was nominated by Michael King @iPullRank – Managing Director at iPullRank.
“Britney has incredible technical marketing skills, is a great speaker and someone I continue to learn from.”

Aimee Faulk
Aimee Falk is Customer Experience and Content Leader at 3M Safety & Graphics Business Group

Aimee was nominated by Carlos Abler @Carlos_Abler – Leader – Content Marketing and Strategy, Global eTransformation at 3M.
“Aimee embodies the rarest combination of vision, perseverance, excellence, adaptability, and generosity. Over the years I have watched her not only tirelessly innovate in the application of modern marketing strategies and techniques that add real value for the customer while driving quantifiable business results, but I have seen her generously work to lift up the practice of others. She has set an example of the future of marketing practice at 3M, and has the rhinoceros hide skin required to endure walk through the blazing headwinds of culture change to see her strategies through, and pave the way for future talent. I have seen her not only win internal awards, but mentor others to also be award winners. The world would be a much better place, with more Aimee Falks in it. It has been an honor to work by her side and count her as a friend.”

Michelle Robbins
Michelle Robbins @MichelleRobbins is SVP Content & Marketing Technology at Third Door Media

Michelle was nominated by Dennis Goedegebuure @TheNextCorner – VP Growth & SEO at Fanatics.
“Michelle brings years of experience in the search industry, shares this knowledge through multiple channels and inspires through constant learning new aspects of Marketing. Most importantly, she is the most wonderful person on the planet!”

Sophie Howard
Sophie Howard is CEO at Aspiring Entrepreneurs

Sophie was nominated by Jeff Bullas @jeffbullas – CEO at Jeff Bullas.
“Sophie is founder of several Amazon businesses. In 2017 she sold one of them for 7 figures after starting it just 14 months earlier. Now she teaches other aspiring entrepreneurs how to do it all without storing goods or even going near a post office. Today Sophie also runs a community to inspire aspiring entrepreneurs how to sell physical products online at “Product University”. She does all this while raising 2 young children in one of the beautiful corners of the world in Wanaka on the South Island of New Zealand. ”

Lucy Moran
Lucy Moran
@lucymoran is Vice President Content and Demand Generation at Dun & Bradstreet

Lucy was nominated by Rishi Dave – @RishiPDave – CMO at Dun & Bradstreet.
“Lucy commands expertise in driving digital demand, and she uses that knowledge to strategically grow the business. She demonstrates a keen ability to scale by taking on more and improving outcomes of all the things she takes on by findings by synergies amongst the functions she leads.”

Margaret Molloy
Margaret Molloy @MargaretMolloy Global CMO at Siegel+Gale

Margaret was nominated by Sean Callahan @sean_f_callahan – Senior Manager, Content Marketing at LinkedIn.
“In her role at Siegel+Gale, Molloy has a platform to influence marketers in the U.S., in her native Ireland, and across the globe. One of her key messages, which is a useful one in today’s constantly transforming world, is that marketers must simplify their brand messages and customer experiences. For her insights and her results, The Drum recently recognized her as B2B Marketer of the Year. You’ll get absolutely no argument from me.”

Aleyda Solis
Aleyda Solis @aleyda is International SEO & Founder at Orainti

Aleyda was nominated by Dennis Goedegebuure @TheNextCorner – VP Growth & SEO at Fanatics.
“Aleyda flies the world to share knowledge, work with global clients and post the most awesome travel pictures of her adventures. Sometimes I refer to her as the hardest working woman in search, although there are so many other women who would fit that title.”

If you would like to see the previous lists of women who rock social and digital marketing  that we’ve been publishing since 2010, here’s a list:

2010 – 25 Women That Rock Social Media

2011 – 25 Women Who Rock Social Media

2012 – 25 Women Who Rock Social Media

2013 – 25 Women That Rocked Social Media

2014 – 25 Women Who Rock Social Media

2015 – 50 Influential Women in Digital Marketing

2016 – 50 Influential Women in Digital Marketing: North Stars & Rising Stars

This year’s list is really just a sample, so for the men reading this post that would like to shine a light on a top digital marketing leader that also happens to be a woman, please share their name, title, company and why in the comments.


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Social Media Secrets: 5 Under-the-Radar LinkedIn Features for Marketers

Under-the-Radar LinkedIn Features for Marketers

Under-the-Radar LinkedIn Features for Marketers

It's plain to see that B2B marketers, at large, see the value in social media. The latest B2B benchmarking research from CMI and MarketingProfs found that nearly two out of three respondents (61%) increased their usage of social media for content marketing purposes in the previous year. Another new report shows that social content is atop the list of focal areas for B2B marketers in the coming year.

It’s also fair to say, based on various data points and conversations with folks in the biz, that most of us feel we could be doing better with social. The size of the audiences on these platforms make them essential to any digital strategy, but breaking through suppressive algorithms and showing clear ROI is a perpetual challenge for brands.

One pivotal key to excelling with social media marketing is understanding all the tools you have at your disposal. Each platform offers a number of capabilities that seem to be underutilized by marketers who either don’t know they exist, or don’t fully recognize their potential impact.

With this in mind, we’re setting out to highlight some of the most useful yet overlooked features for driving results on social media platforms. Today we're focusing on the channel most pertinent to B2B marketers: LinkedIn*, with its member base of more than half a billion professionals.

Take Notice of These 5 Marketing Tools & Features on LinkedIn

Whether your goal is building brand awareness, generating leads, or boosting conversions, these five fundamental functionalities can provide a big assist if you aren't taking advantage of them already.

#1: Robust (and Now Simplified) Audience Targeting

LinkedIn recently overhauled its Campaign Manager tool (the interface through which marketers build, manage, and measure ads) around an objective-based advertising framework. The basic purpose of this initiative was to make it easier for users to align every element of their campaigns with the overarching objective. One of the slickest improvements to come out of this is the audience setup experience, which is now simpler and more intuitive.

From a B2B marketing perspective, the depth of available professional targeting parameters is by far LinkedIn’s biggest relative advantage compared to other social platforms. Nowhere else can you accurately filter audiences based on facets such as Job Title and Job Seniority. This provides unparalleled ability to reach decision makers and purchase influencers directly.

The revamped interface makes it quicker and more straightforward to select a qualified audience in line with your campaign goals.

[embed]https://youtu.be/AAx60JxxWFg[/embed]

#2: Revamped LinkedIn Analytics

The latest Social Media Marketing Industry Report via Social Media Examiner found more than half of respondents (54%) either uncertain or disagreeing that they are “able to measure the return on investment (ROI) for my organic social media activities.”

This is another area of Campaign Manager that LinkedIn recently spruced up. Given that advertising on this platform tends to be more expensive than other social networks, it’s especially important to ensure you’re getting return on that spend. The new reporting experience makes it easier to see results at a glance, and make optimization tweaks on the fly.

The underlying appeal of LinkedIn’s targeting facets also applies to its reporting mechanism; you can get an aggregated look at who is viewing and engaging with your content (i.e., which companies, which job titles, which experience levels). These insights can help you align your LinkedIn strategy and even your content marketing strategy more generally.

#3: Content Suggestions

Can’t figure out what to share on social media? That’s a common enough challenge. The Content Suggestions tab, found on the top nav bar within LinkedIn Page admin center, offers ample inspiration. It serves up a list of third-party articles your defined audience is engaging with — essentially a readily available stream of targeted, trending content.

Not only does this make it easy for marketers and social media managers to find share-worthy content that’s more likely to resonate with their followings, but it can also fuel employee advocacy efforts.

#4: Website Retargeting

Retargeting is a popular digital marketing tactic, which involves serving ads to people who’ve already encountered your brand. The element of familiarity, plus a concrete demonstration of past interest, tends to drive considerably higher clicks and conversions than standard ads.  

Through its Matched Audiences feature, LinkedIn allows you to place a pixel on your company’s website, then serve ads to people who’ve visited it before, while they’re on LinkedIn. It’s a great way to follow up with someone in a different context. One especially savvy approach is to create customized retargeting creative based on the specific section of your site a person visited (i.e., upper-funnel messaging for someone who went to your “About” page, and lower-funnel for someone who checked out a solution page.)

[embed]https://youtu.be/SgXlOH-1pPk[/embed]

#5: Lead Gen Forms

This might be my favorite marketing tool on LinkedIn, and it definitely seems like one that more B2B brands could be utilizing. Lead Gen Forms are leveraged in combination with various types of ads, enabling your company to collect valuable contact info (and additional data about a prospect) from an individual who downloads something of value with minimal friction.

Unlike most gated-asset forms, which require a user to tediously fill out multiple fields, Lead Gen Forms automatically populate based on the member’s LinkedIn profile data. As such, it takes only a couple of seconds to get through the process. Because you’re attaining a more comprehensive snapshot of people who download, you can better qualify them as leads in comparison with other form-fills that often procure only a name, phone number, and email.

[embed]https://www.youtube.com/watch?v=34Xe1E59N6A&feature=youtu.be[/embed]

Step Up Your LinkedIn Marketing Game

LinkedIn can be one of the most valuable components of a holistic B2B marketing strategy. As mentioned earlier, there’s no denying it’s a pricier place to play than most other social networks, but you’re also paying for access to a higher-quality audience. Using the five features above can help you understand, segment, reach, and engage this audience efficiently while closely tracking the impact of your efforts.

Another underutilized tool on LinkedIn is video, which has been a key focus for the platform recently. Learn about all the metrics and specs for video on LinkedIn, as well as every other major social network!

*Disclosure: LinkedIn is a TopRank Marketing client.

The post Social Media Secrets: 5 Under-the-Radar LinkedIn Features for Marketers appeared first on Online Marketing Blog - TopRank®.

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