Heather Boutwell
growth marketing
FLAVORCLOUD
Developed branding and campaigns to position the brand as the modern cross-border solution, launched enterprise market driving 900% growth.
Data-driven, ultra-targeted, high-empathy growth marketing
At its heart, good marketing is like giving a friend a heads-up about something legit. With Account-Based Marketing, we use data to make sure we’re chatting about stuff folks will genuinely love. It’s all about being spot-on and caring about what they care about.
Optimizely
Boosting our demand generation and refining our ABM approach led to a 247% increase in leads and a 96% uptick in meetings. We saw solid growth while reducing costs by 27%. Using predictive modeling, we pinpointed companies that were 4-8x more likely to become customers. And on the revenue side, I was part of the team that helped grow our ARR from $130M to $315M.
WK Health
Created a customer and prospect database with the full universe of clinicians and healthcare institutions, called “Customer 360” resulted in 46% increase in revenue. Created an email opt-in program delivering the latest medical research to clinicians, resulting in $2M/yr incremental revenue.
WK Tax & Accounting
Launched the award-winning digital product CCH AnswerConnect, leading to a 400% increase in lead generation. Revamped the Direct Mail program, improving ROI from 0.5:1 to 5:1. Doubled email revenue with a tax news program. Built a “Tax & Accounting Customer 360.” Managed Marketing and Business Intelligence teams and expanded product distribution to international resellers.
Catherines and Lane Bryant
Managed all e-commerce and Internet marketing processes for Catherines.com and Lane Bryant Outlet. Created personas and targeted segmented campaigns and promotions. Achieved planned revenue increase of 17% for 2009.
high empathy growth
Autocar, a garbage truck manufacturer, needed a rebrand to drive growth and didn’t have a clear differentiator against Mack Trucks and Peterbilt. We dug into the data and found that Autocar’s full steel body prevented injuries and saved lives. Launching this message more than doubled new customers!
Refocused messaging on Safety
Demonstrate the value
Used Big Data to reveal the brand strength
Not just a guess--a data-driven approach
“Heather is one of the best demand-gen professionals I have ever met. In one package you get a positive force of nature who is wholeheartedly committed to the business and to her co-workers, regardless of who they are in the organization.”
Ken Clements
Revenue Exec, heather's boss at optimizely
“Heather is a creative, energetic, and collaborative leader. She is very encouraging and maintains a positive outlook, even when faced against very difficult circumstances. Heather’s skill sets, experience, and leadership make her an extremely valuable asset to any group seeking to become a high performing team.”
Kasey Evans
Sales leader, Heather's coworker at autocar
You did it
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