July 19, 2018

Aleena Ferlin: How to Jump-Start a Marketing Career

Aleena Ferlin | GreenFig Student
Written by:

Aleena Ferlin | GreenFig Student

Our Student Stories blog series highlights the experiences of GreenFig students currently enrolled in our Digital Marketing Science course.  Here, we will introduce several current students, find out what drove them to GreenFig, what skills they are developing right now, and what they aim to achieve with their microdegree from GreenFig.

Fall 2017 Digital Marketing Science: Looking to Jump-Start a Marketing Career

After graduating from college in 2014 with a degree in business administration and marketing, Aleena Ferlin struggled to land a position in the marketing field. Every job opening she came across was either too entry level or required extensive marketing experience, which she did not have.

Aleena gratefully landed an office administration position at a venture capital firm “to get her career going”. Knowing she had an interest in marketing, one of the firm’s partners encouraged Aleena to enroll in the GreenFig’s Digital Marketing Science course

She says in-depth skill development in pay-per-click, Marketo training, Google Adwords, and Google Analytics will be especially relevant in her quest to transition into a digital marketing role post-course.

“I definitely did not have the opportunity to learn those skills in college,” she says. “I do not know if it was even relevant back then.” And back then was less than four years ago!

She went on to note since her firm is increasingly relying on Google Analytics, her new skills will translate to an immediate impact at work.

Aleena attends GreenFig classes “virtually” and praises how interactive the experience has been despite the fact she is not “technically there”.

Living in the Bay Area, she notes the option to attend classes remotely is a huge win for her. Even if they were held within 20 miles, she says facing Bay Area congestion after work to attend class would be a no-deal for her. 

“But, feeling like I’m in the class environment versus watching a recording,” she adds, “really helps me learn.”

Aleena says she is confident the skills she’s learning from GreenFig’s expert instructors, all of whom are current CMOs or marketing execs in the industry, will jumpstart a career more aligned with her professional interests in the marketing space.

“GreenFig instructors are living it,” she says. “With GreenFig you are getting real-life, real-time examples and lessons in applications they are using now.”

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Thursday, July 19, 2018

How to Optimize Your Sales Funnel With Better Lead Management

GreenFig instructors Sue Hay and Jerine Erice recently taught classes in Marketo, Salesforce and analytics to our lifelong learners in Digital Marketing Science. We share their blog that underscores the value of a well-examined lead management process and provides actionable steps to optimize marketing strategy and increase ROI. Read and learn! Resolved to improve your sales and marketing effectiveness this year? Lead management might be the answer. A good lead management process starts with defining potential customers (or leads) and taking them on an educational and nurturing journey based on their buying persona before ultimately being passed on to the sales team. Lead management measures, tracks and reports on this customer acquisition process, from the first point of contact to the closing of the sale. This allows sales and marketing to work in tandem, with the ultimate goal of increasing conversion rates and ROI while shortening the duration of the process. This process is arguably the most important aspect of marketing. But according to DemandWave’s 2017 State of Digital Marketing Report, many marketers still find that obtaining high-quality leads is their number one challenge. Why do marketers continue struggle with this, and what can you do about it? Here are four lead management tactics that you can adopt now for a more robust lead marketing strategy and better-optimized sales funnel in 2018. 1. Get Sales and Marketing Aligned The alignment of sales and marketing is critical to lay the foundation for an effective lead management process. This ensures that the company as a whole is working toward a similar goal. The responsibility of increasing ROI becomes the responsibility of both teams. This alignment, especially in the case of B2B companies, shortens the sales cycle and makes it more efficient. In order to achieve this alignment, both teams needs to be on the same page -- aware of their responsibilities, as well as the intricacies of the process itself. Call a meeting to go over your Ideal Customer Profile (ICP) and the lead management process. Make sure everyone knows the different stages a lead goes through as well as the proper way to handle a quality lead. Some key journey points to remember include Marketing Qualified Lead (MQL), which is based off of lead scoring, Sales Qualified Lead (SQL) and Sales Accepted Lead (SAL), which are identified after a meeting occurs and the lead progresses through the sales cycle. Here is a helpful checklist to get you started. 2. Analyze the Lead Journey Once a lead is created and enters the process, the lead journey is analyzed over time. Tracking can be done through a CRM platform like Salesforce.com, SugerCRM, Hubspot CRM, social media analytical tools and email marketing analytics. Salesforce is one of the major Customer Relationship Management (CRM) tools to document and keep track of important information. Through Salesforce, marketers are able to take a well-rounded look at their business and manage relationships with the partners and other strategic alliances, existing customers and prospects. With tracking, you learn that lead’s process and behavior. This knowledge proves valuable when developing content and tactics to use during the lead management process. Even if these leads have been passed off to the sales team, they are still important to track. Through monitoring, you can measure sales performance, and calculate marketing and sales ROI. This information is key because it allows you to learn how expensive each lead is and the proper steps to take in order to get more quality leads while reducing cost. You are able to analyze your marketing efforts as a whole, and make any necessary adjustments to save time and money while increasing revenue. 3. Score Your Leads Next, it is crucial to score your leads with lead scoring tools built into platforms like Marketo or Hubspot. Through scoring, you are able to determine not only the lead’s interest in you, but your interest in them as well. This allows the sales team to only spend time on leads that matter since higher scoring leads are more likely to convert. To have an effective lead scoring system, it is important to look at the lead’s persona, level of engagement and timing. 4. Nurture Your Leads Last but not least, it’s important to nurture high scoring leads before passing them to the sales team. According to DemandGen, leads who are nurtured with targeted content produce a 20 percent increase in sales opportunities. It is important to determine the unique preferences of your leads. What drives their attention? From there, you can create targeted content that is relevant and valuable to them. Some of the most effective targeted content includes email nurture campaigns, promotional offers and call-to-action content. For more information on GreenFig’s upcoming courses taught by industry leaders like Jerine and Sue, check us out at www.greenfig.net.

Thursday, July 19, 2018

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