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Samantha Tanner
Senior Marketing Strategist | Consultant and Adviser to Startups
Bio
My overall expertise falls in early stage marketing where businesses are trying to figure out who the perfect customer is and what motivates them, positioning, strategy, and building the foundational blocks to a fully functioning GTM engine. The issues I help solve usually shows up in founder-led marketing initiatives, where the founder is trapped in implementing a checkbox marketing plan after the day job has been done. And usually as messaging and audience issues caused by the need to ship rather than analysing the results. This is where I'm genuinely excited to help founders and marketers figure out their biggest early stage marketing challenges and to help them get unstuck. I’ve got nearly 20 years experience within and leading B2B marketing, having worked for B2B events businesses and publishers, wealth management companies, manufacturers, and have extensive experience within SaaS - Martech, Fintech and Cybersecurity. I run my own marketing consultancy helping founders who are stuck in the cycle of founder-led marketing to get out of their own way.
Expertise
Demand generation
The key to successful demand generation is to start small, test, then scale. Using this approach helps to identify the messaging and approaches that work in order to introduce new channels in order to deliver a wider message to your audience. Demand generation will always work differently from industry to industry in my experience, so testing is essential.
Go to market strategy
I worked for a cybersecurity company where marketing and sales were very new functions and products had historically been shipped utilising the CEO's network. However, this new product launch was to an entirely new audience, so needed a different approach - an actual GTM strategy. I built the entire strategy from mapping the ICP, messaging frameworks, pain points, marketing plans, launch strategies and the meeting cadences, getting senior stakeholder buy in along the way. Generated 3:1 ROI.
Venting frustration
I've worked in marketing teams of all sizes for nearly 20 years and have experienced nearly every frustration imaginable. I know how freeing it is to just have someone to listen :)
Toolkit
ClickUp
Instead of using spreadsheets with my designers and content writers, ClickUp is by far and away the best task management tool I've used. I've only used basic functionality but it's always been effective.
LinkedIn Sales Navigator
I've used and currently use Sales Nav to build lists of my ICP to see what they're interested in, what they post and how they interact with the platform to build customer knowledge. I've used used it in conjunction with Lusha for contacts to build email lists.
Substack
I'm in the early stages of building a substack audience so can deliver advice on the go as I start to become a more intermediate user of the platform. Can advise on set up and goals.
HubSpot
I've used Hubspot in all areas of marketing and marketing operations over the years from building automated workflows for nurture campaigns and updating pipelines, to effective email campaigns and CRM management. I've also doubled up as a RevOps resource previously, so have also used it in anger from the sales side too building dashboards.
Industries
Cyber Security
I'm currently working fractionally for a cyber security vendor and at my last role I was the head of marketing for a cybersecurity vendor that specialised in SOC and threat intelligence. I know the challenges of attracting that target audience well!
SaaS
I've spent the last 8 years across mid-senior marketing positions from startups, to scale ups and have been part of acquisitions too. I've experienced so many challenges and crafted solutions to the most common.
My best written content
- https://www.samtannermarketing.com/post/what-needs-to-be-included-in-a-go-to-market-gtm-strategy
- https://www.samtannermarketing.com/post/how-to-effectively-define-your-ideal-customer-profile-icp
- https://www.samtannermarketing.com/post/the-ultimate-guide-on-how-to-create-a-messaging-framework-for-your-business