https://www.markpendolino.com/inner-ramblings daily 0.75 2022-08-07 https://www.markpendolino.com/inner-ramblings/blog-post-title-one-e3dsm monthly 0.5 2022-08-07 https://www.markpendolino.com/contact daily 0.75 2021-07-27 https://images.squarespace-cdn.com/content/v1/5ce435d6bea1ed00016ba287/1558964652247-5MWXNMFZVOPGE4TY6U2Q/MHeiderich_ReflexionenZwei-05-copy.jpg Contact Me https://www.markpendolino.com/welcome daily 1.0 2022-01-06 https://images.squarespace-cdn.com/content/v1/5de2bdea5784972daad43c30/1627789561678-EPDD2BY9MR1M1DM0M7V2/Pendolino-Sample-Content.jpg Home - Work samples Most of my experience lies within growth organizations. Some small, some large, all with the goal of building brand awareness, driving leads, and being heard in a crowded market. I’m passionate about content, digital marketing, account-based marketing, and innovative brand ideas. https://images.squarespace-cdn.com/content/v1/5de2bdea5784972daad43c30/1627789358045-28B1TG2P5SW40J4AUTDY/Big+Ideas Home - Can we not call it a blog? I do love to write. It’s what first propelled me into marketing after a not-so-fulfilling start as a technical writer (no offense to technical writers…there is much respect)! I’ve written a lot as part of my roles, so I’ve assembled some articles related to business and some from my personal life. But I really think the word “blog” is a bit dated. So we’re calling it “insights”. More romantic, right? I’m still putting together my Insights section, but in the meantime, you can follow the link below to see some of my posts on LinkedIn. https://images.squarespace-cdn.com/content/v1/5de2bdea5784972daad43c30/1627864973365-CMVHAREFQ0JLIIQNZYWH/mark+pendolino.jpg Home - A little about me Everyone always wants to know your story: Where are you from? What have you done? What’s your experience? What’s your favorite color? Well, maybe not the last one so much. But please do check out a bit more about me, should you want to know. By the way, it’s red. https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1618511387030-5LI1E5QMVTQ2RY9S00A4/20140228_Trade+151_0046+1.jpg Home https://www.markpendolino.com/about-me daily 0.75 2023-01-27 https://images.squarespace-cdn.com/content/v1/5de2bdea5784972daad43c30/1627864202902-LOS6316A1X38V2QK6F6C/Mark%2BPendolino%2BPresent.jpg About Me - A little background for you I’m passionate about marketing. I’ve always been fascinated with human behavior: what influences people to make decisions? What words or images do they remember? Marketing to me is multi-layered: Part psychology, part visual design, part storytelling, part analytics, part crazy ideas. There is so much depth. I’ve always been drawn to finding ways to take complex information and present it in a way that draws people in. That makes them feel comfortable. That makes them want to engage. For almost 18 years I’ve been in marketing, mostly in B2B high tech and SaaS. I’ve worked for small to medium-sized companies like PTP, NetMotion Wireless, and Smartsheet. And I’ve worked for big companies like Microsoft, Fujitsu, and Parsons Brinckerhoff. I hold a master’s in Communication in Digital Media from the University of Washington, and a bachelor’s in Technical Communications from Metropolitan State University of Denver. You could say I like to write, to convey ideas, to engage. Considering I’ve worked in different environments, I have a breadth of experience. From leadership and managing teams of brilliant people spread across global geographies, to being hands-on and doing the work myself. I’m experienced in digital marketing, creative leadership, SEO, brand strategy, content strategy, paid advertising, and website design. And I can work hands-on in platforms like Salesforce, Pardot, Hubspot, Terminus, WordPress, Adobe Creative Suite, Hootsuite and more. In my personal life, I’m blessed to have two amazing kids and a range of wonderful friends. I also love to mountain bike, travel, and play music for fun. Well, mostly just to pretend I’m a rockstar. https://www.markpendolino.com/work daily 0.75 2021-08-07 https://www.markpendolino.com/work/campaigns monthly 0.5 2021-08-02 https://images.squarespace-cdn.com/content/v1/5de2bdea5784972daad43c30/1627852189523-YITMIVKJCOQAMV693AAF/Pendolino-Campaign-Sample-Top-5-Ways Work - Campaigns - Top 5 Ways to Optimize Your Contact Center - PTP This was a lead generation campaign at PTP, targeting contact center managers and directors. Our goal was to provide a thought leadership piece with high-level best practices. The main delivery channel was email, but I also promoted via targeted social media posts, LinkedIn sponsored content, and Google AdWords. We subsequently used the same content to run a webinar co-hosted with a client, and appropriate slides for sales presentations. Inside sales conducted follow-ups aimed at setting up a free assessment to improve contact center operations. Link to landing page where you can download ebook: I also developed a gated version for leads driven in from social media, blog posts, and content syndication. Link to the campaign brief: This is to show the template for what I normally put together for sales teams prior to any campaign launch. Link to a sample LinkedIn content ad: This is a sample of one of the LinkedIn ads supporting the inbound leads for this campaign. https://images.squarespace-cdn.com/content/v1/5de2bdea5784972daad43c30/1627853177146-PKWKBJSYVSJFNI1S205P/Rysavy_Trends_in_Enterprise_Cellular_Network_Data_Usage_Page_01.png Work - Campaigns - Trends in Enterprise Cellular Data Usage - NetMotion Wireless At NetMotion Wireless, we were looking for an innovative campaign idea to generate awareness and attention for a new product launch in 2011. I lead the product launch with the necessary sales and marketing material and public announcements, however, I wanted to come up with a campaign that wasn’t just your standard announcement, but provided real data around why the product was needed in the marketplace. I decided to team up with a small but well-known analyst firm to run an industry survey and generate a subsequent report. The goal was to collect data showing the need for the functionality of this product. Working with NetMotion engineers, I built and ran the survey under the analyst’s brand, and coalesced the results into a published report. The data definitely worked to our advantage, highlighting the need for the solution. Here is a link to the campaign brief I prepared for sales and marketing teams. The beauty of the report was not just raw data to support sales, but the ability to generate multiple campaigns through content reuse. This included: Publication of the report Social media promotion A series of infographics for social and PR A webinar hosted by the analyst and featuring one of our clients An ebook for lead generation campaigns An email nurture campaign to prospects A sales deck with the data results Several interviews with industry journalists and subsequent published articles A press release The content created nice air cover for sales, as well as generated demand and well over 1,000 leads at launch. Product purchases surpassed initial expectations and contributed to over $3 million in revenue in the first few months. https://images.squarespace-cdn.com/content/v1/5de2bdea5784972daad43c30/1627854385643-M68OOY3LSJ6CAGSDQLY5/PTP-Personas-for-CX-WP_Page_01.png Work - Campaigns - How to Build a Full View of your Customer - PTP This was a lead generation and thought leadership campaign at PTP targeting customer experience professionals and contact center managers. Our goal was to educate that personas are used for more than just marketing. That in the realm of customer service and interactive voice response systems, you can serve and better anticipate customers by understanding their prototypes and what is important to them. I built the campaign and all of the automation, as well as contributed as an author on the ebook. Inside sales conducted follow-ups aimed at setting up a free assessment to improve contact center operations. Link to landing page where you can download ebook: I also built a gated landing page for leads driven in from social posts. Link to a sample LinkedIn content ad: This is a sample of one of the LinkedIn ads supporting the inbound leads for this campaign. https://www.markpendolino.com/work/content monthly 0.5 2021-08-07 https://images.squarespace-cdn.com/content/v1/5de2bdea5784972daad43c30/1628362546273-FZ82TPV5LZ3ELFTB1DWG/Group-on-devices-small.jpg Work - Content - Blog posts and articles In just about every role I’ve held, I’ve maintained the company blog, creating relevant topics, conducting researching, running an editorial calendar and publishing away. My more recent articles are collected on my LinkedIn profile, and most were written about the ever-blending world of technology and customer experience. https://images.squarespace-cdn.com/content/v1/5de2bdea5784972daad43c30/1628366440460-NHZ4CATSOLT54YC1PCNU/PTP_eBook_Human_vs_Machine_Page_01.png Work - Content - Ebooks and white papers For many years, ebooks and white papers seemed to be the main drivers for B2B (and some B2C) campaigns and thought leadership. The delivery channels and length of these types of publications are changing, but the basic premise is still there: Have a cogent argument to support your product or service, why it’s here, why it’s needed. Below are a few documents that I’ve written to drive lead generation, awareness and thought leadership. I’ve often ghost-wrote for other subject matter experts, so they byline might not always be mine, but the words are. https://images.squarespace-cdn.com/content/v1/5de2bdea5784972daad43c30/1628363327671-1XW650VKS3RQ8ZIW59O1/PTP-Personas-for-CX-WP_Page_01.png Work - Content This white paper highlights the use of personas for more than just marketing. It offers the need for a more holistic view of the customer through the development of personas at every touchpoint. I ghost wrote most of this collaborative white paper and authored a section specific to marketing. https://images.squarespace-cdn.com/content/v1/5de2bdea5784972daad43c30/1628363280927-Q32MUJAONGAE7P4NQAIW/PTP-10-CX-Metrics-eBook-2018_Page_01.jpg Work - Content 10 Metrics that Matter in CX eBook https://images.squarespace-cdn.com/content/v1/5de2bdea5784972daad43c30/1628363770835-HWX15SX13TVXCHHC2G5O/PTP_eBook_7_Innovative_Way_Customer_Service_Page_01.png Work - Content https://images.squarespace-cdn.com/content/v1/5de2bdea5784972daad43c30/1628363767128-VJF2V72ITFR0VMSKKOWD/6-Things-that-Derail-Projects-eBook_Page_01.png Work - Content https://images.squarespace-cdn.com/content/v1/5de2bdea5784972daad43c30/1628363769035-D2UZ7RU32SO7KTRZQYFU/Agile-PM-101_Page_01.png Work - Content https://images.squarespace-cdn.com/content/v1/5de2bdea5784972daad43c30/1628363769078-4BG6WJ6V877F6JHEGLBQ/Project+Management+Best+Practices+for+Non-Project+Managers-Cond_Page_01.png Work - Content https://images.squarespace-cdn.com/content/v1/5de2bdea5784972daad43c30/1628367740769-Z6BP8ARO5JF8HJBZ3237/Smartsheet+Content+Strategy_Page_1.png Work - Content - Content strategy Obviously, content is more than just randomly writing a bunch of stuff and throwing it out into the wild. Brands can get negatively impacted when the story doesn’t hold together, or the content holds a variety of voices, tones and styles. There needs to be a thought-out strategy to uphold the brand. In my roles, particularly the ones that focused on content, I always created a strategy, received executive buy-in, and put in place the mechanisms to maintain the process. Here is a very high level overview example of a content strategy methodology I put together at Smartsheet. https://images.squarespace-cdn.com/content/v1/5de2bdea5784972daad43c30/1628476509157-8SSM8G5ILNF65BNKRQHH/Case+Study+Cover-5.png Work - Content https://images.squarespace-cdn.com/content/v1/5de2bdea5784972daad43c30/1628476655306-XVEF2E7IJW1SCM1XDYSV/Case+Study+Cover-4.png Work - Content https://images.squarespace-cdn.com/content/v1/5de2bdea5784972daad43c30/1628476741090-O7M3FZ8ZC5N3L6SK234W/Case+Study+Cover-2.png Work - Content https://images.squarespace-cdn.com/content/v1/5de2bdea5784972daad43c30/1628476881335-CT4Z70B36E241SNBJWGY/Case+Study+Cover-1.png Work - Content https://images.squarespace-cdn.com/content/v1/5de2bdea5784972daad43c30/1628476960140-H2WD5S5XX5K6NRG416PM/Case+Study+Cover-3.png Work - Content https://images.squarespace-cdn.com/content/v1/5de2bdea5784972daad43c30/c95d7548-12e1-4c25-ae3d-1df99dec7fff/PTP+CRM+Page.png Work - Content PTP Corporate Website https://images.squarespace-cdn.com/content/v1/5de2bdea5784972daad43c30/42455ec2-1970-4a61-9991-aacb26cfa7fb/MyKabin+Testimonial+Page.png Work - Content MyKabin Website https://images.squarespace-cdn.com/content/v1/5de2bdea5784972daad43c30/acecbebb-c615-4b6c-9cad-8cb657f63638/Client+Summit+Location.png Work - Content PTP Client Summit https://www.markpendolino.com/work/project-four-34s6n-r87ll monthly 0.5 2021-07-29 https://images.squarespace-cdn.com/content/v1/5de2bdea5784972daad43c30/1628372057688-T5E69W28JGWEKETGWO42/Windhover+home.png Work - Websites https://images.squarespace-cdn.com/content/v1/5de2bdea5784972daad43c30/1628372103330-3KDH5IAZ1SJT362UBREK/PTP+home.png Work - Websites https://images.squarespace-cdn.com/content/v1/5de2bdea5784972daad43c30/1628372161934-R9MI1UX7AAHAYBR6ITS6/MyKabin+Home+Page.png Work - Websites https://www.markpendolino.com/work/events monthly 0.5 2021-08-02 https://images.squarespace-cdn.com/content/v1/5de2bdea5784972daad43c30/1628443678207-4CIU6OF6LQJ41MBDX6AC/CS_14489.jpg Work - Events https://images.squarespace-cdn.com/content/v1/5de2bdea5784972daad43c30/1628443842021-I4SCSPVSWFSFMDFXP5V7/PTPTeam-Bike+Build.jpg Work - Events https://images.squarespace-cdn.com/content/v1/5de2bdea5784972daad43c30/1628444098611-KUQBGQOQMSBFVC80ZPIU/PTP-2018-Client-Summit-46.jpg Work - Events https://images.squarespace-cdn.com/content/v1/5de2bdea5784972daad43c30/1628444296703-TRSDAXQ1R9WKGJO7E4SJ/IMG_7557.jpg Work - Events https://images.squarespace-cdn.com/content/v1/5de2bdea5784972daad43c30/1628446991893-C83NU4P3YSCIFMZNZJ6S/PTP+Event+Follow+up+Screens_7.png Work - Events https://images.squarespace-cdn.com/content/v1/5de2bdea5784972daad43c30/1628446548077-R3L2SZ1ICXPBY48NXI2P/PTP+Event+Follow+up+Screens_8.png Work - Events https://images.squarespace-cdn.com/content/v1/5de2bdea5784972daad43c30/1628447563442-VRNLL9N0859DNA6Q128P/PTP+Event+Follow+up+Screens_9.png Work - Events https://www.markpendolino.com/work/brand monthly 0.5 2021-07-29 https://images.squarespace-cdn.com/content/v1/5de2bdea5784972daad43c30/1628452365132-03IS02DGNQQUMGCT8ESK/bullhorn.jpg Work - Brand - Messaging framework I firmly believe in having consistent, solid messaging. At PTP, Varolii, and NetMotion Wireless, I created the company’s first messaging framework, providing a blueprint that detailed our positioning, our values, our differentiators, and our offering. This is one example of a framework I put together for PTP. https://images.squarespace-cdn.com/content/v1/5de2bdea5784972daad43c30/1628451582307-QC49O2PLZQNZBXSDYR21/Varolii-Style-Guide_Page_01.png Work - Brand https://images.squarespace-cdn.com/content/v1/5de2bdea5784972daad43c30/1628451643125-2TUWZDW4GEB5QU5HI2F2/Nintex_Brand_Guidelines_Page_01.png Work - Brand https://images.squarespace-cdn.com/content/v1/5de2bdea5784972daad43c30/ba010228-2252-46b5-93ca-8494a0b09c1d/Prospect+DM+2+Cover.png Work - Brand Cover of direct mailer announcing the new brand https://images.squarespace-cdn.com/content/v1/5de2bdea5784972daad43c30/f6bc2840-c827-43e2-a538-d9f601dfcccf/Varolii_Corporate-Brochure-Final_Page_8.png Work - Brand Inside spread from the corporate brochure https://images.squarespace-cdn.com/content/v1/5de2bdea5784972daad43c30/3f452c6c-77ca-4cc6-86eb-e65a554786dc/Internal+Handout+1+Mission_Vision.png Work - Brand Internal handout to inform employees of the company's new mission and vision https://images.squarespace-cdn.com/content/v1/5de2bdea5784972daad43c30/533bcc93-20dd-4185-a190-abe24a208add/Printad3.jpg Work - Brand Print ad placed in industry publications promoting the launch https://images.squarespace-cdn.com/content/v1/5de2bdea5784972daad43c30/53e950e5-5d49-4e4d-9471-19e322386a71/Internal+Handout+Brand_Attributes.png Work - Brand Internal handout for employees to understand the brand attributes https://images.squarespace-cdn.com/content/v1/5de2bdea5784972daad43c30/1ca67b22-0f0b-40fd-862c-b1aa6af69818/Internal+Handout+Story+of+Name.png Work - Brand Internal handout describing the reasoning behind the name change https://images.squarespace-cdn.com/content/v1/5de2bdea5784972daad43c30/3f45f291-a84a-4f11-ad42-7b3b9d2326f1/Internal+Handout+Positioning.png Work - Brand Internal handout for employees to understand the top 3 values Varolii provides https://images.squarespace-cdn.com/content/v1/5de2bdea5784972daad43c30/25d0c255-97ff-4ffd-bed2-8486c7e99c88/Prospect+DM+1+Cover.png Work - Brand Cover of direct mailer announcing the new brand https://www.markpendolino.com/work/video monthly 0.5 2021-07-29