2023 to Present Consultant Kevin Nolan Marketing

I provide strategic advice to B2B firms on GTM execution, CX positioning, marketing automation, and analyst/influencer engagement.

• Guide B2B marketing teams in refining demand generation and brand strategies.

• Partner with sales and marketing leaders to implement industry best practices in dynamic market environments.

• Shape go-to-market strategies, helping businesses clarify their value propositions and competitive positioning while enhancing their Generative Engine Optimization (GEO), making them visible to AI-driven engines.

• Create compelling content and campaigns, elevating brand visibility and influencer/analyst relationships.

• Lead key marketing initiatives, bringing fresh insights while collaborating with cross-functional teams to bring AI-powered solutions to market

2018 to 2023 Vice President of Marketing Sagility (formerly HGS Healthcare)

Introduced concept of new client pursuit (customer acquisition) for $500 million global tech-enabled business process outsourcing and BPaaS provider. 

• Spearheaded thought leadership program that propelled company into Top 5 in Share of Voice across a crowded competitor landscape.

• Strategically updated company's value proposition and rebranded it following its divestiture and sale. Spear-headed internal and external communications of the rebrand.

• Reduced sales cycle by introducing intent data platform Demandbase to provide sales team with actionable data about prospect purchase timelines and interests. Incorporating website retargeting enabled me to take our campaigns to unprecedented levels. Read the case study here. 

• Owned relationships with industry analyst firms, identified subject matter expert contributors, project managed all workstreams related to analyst requests, and drove the company into leadership positions. Invited to bid on $16 million outsourcing deal because of my relationship with an analyst firm.

• Increased article placements from 9 in 2019 to 20 in 2022, speaking slots from 1 in 2019 to 6 in 2022, and drove consistently upward movement in analyst rankings.

• Transformed the outbound lead generation/appointment setting function, taking it from 6 prospect meetings per year to 72 per year. Created and managed omni-channel digital marketing campaigns. Served as trusted advisor to sales teams. Read the case study of how I used Definitive to help break into new provider markets.

• Developed a series of Virtual Site Visits (immersive website experiences) to help salespeople close outsourcing deals during COVID. Closed three deals with a combined ACV of $18 million as a result of Virtual Site Visits.

• Managed all elements of client conference. Developed theme and agenda; selected, coordinated, and coached paid and client speakers; internal and external communications; pre-event and post-event surveys; and post-event follow-up.

2017 to 2018 Director of Marketing Hytera Communications USA

Influenced sales pipeline by $10 million in first 9 months for $1 billion Shenzhen-based global manufacturer of land mobile radios and wireless communications systems.

• Served as trusted advisor to sales teams and re-sellers throughout North America.

• Established social media presence, spearheaded trade show strategy, created US-focused sales tools, and developed content marketing.

• Accelerated the sales cycle by developing a portal in which re-sellers could conduct email and postcard campaigns to prospects.

• Served as press contact regarding lawsuits against a competitor.

2016 to 2017 Associate Vice President of Marketing SPI Global (now Inspiro)

Influenced sales pipeline by $16 million in first 8 months for $120 million global business process outsourcing provider.

• Introduced trade shows targeting customer-care decision makers, developed direct marketing cycles for prospects, transformed the company’s internal demand generation function, and rejuvenated relationships with industry analysts.

• Shortened sales cycle by developing vertical solution sheets and case studies on major client engagements. Managed all elements of the company’s client conference.

• Served as trusted advisor to sales teams in North America and Asia.

2010 to 2016 Senior Director of Marketing Aegis (now Teleperformance)

Responsible for all media relations, branding, demand generation, sales tool development, analyst relations, and internal/external communications for $1 billion global business process outsourcing provider. Develop/implement marketing plans while managing public relations, collateral development, thought leadership programs, promotional venues and trade shows, direct marketing, community relations, lead generation, and employee communications.

• Secured coverage with NBC Nightly News, Washington Post, Dallas Business Journal, and local TV affiliates where the company has contact centers.

• Significantly reduced negative press during workforce reduction periods by developing proactive local media strategy to inform media and communities of the company’s seasonal reductions in workforce related to healthcare and retail client engagements.

• Introduced email marketing programs for lead generation and progression through the sales funnel that increased viable, qualified leads from less than 100 per quarter to 200 per quarter.

• Introduced vertical-specific trade shows (targeting financial services, health care, utilities, technology) into the marketing mix, bringing several marquee prospects into the sales pipeline while opening up opportunities for speaking engagements.

• Authored 9 articles that were placed in industry publications.

• Drove adoption of cloud solutions such as Salesforce.com and Box.com to provide unified global reporting, reduce dependence on spreadsheets, and deliver global knowledge sharing platforms.

• Established relationships with trade press, industry analysts, local organizations, and key industry associations.

• Manage annual client conference: site selection, theme and agenda development, speaker selection and coordination, branding, internal and external communications, and post-event follow-up.

• Managed change communications including the sudden dismissal of a key leader and the company's acquisition by a competitor.

• Shortened the sales cycle by developing case studies on major client engagements and slide decks profiling the company’s contact centers. Served as trusted advisor to global sales team. Identified subject matter experts in key verticals and ghost-wrote their blogs. These were shared on the company's public website, Twitter, and LinkedIn profile.

2003 to 2010 Director of Marketing Communications EFJohnson Technologies

Directed global branding, media relations, demand generation, and all internal and external communications for $130 million manufacturer of land mobile radios for public safety. Formulated marketing plans and budgets while managing public relations, collateral development, thought leadership programs, events, direct marketing, product placement, community relations, employee communications, Internet/Extranet/Intranet websites, and technical publications.

• Company won three consecutive Hot Product awards from Public Safety Communications magazine for public relations initiatives as a result of my becoming a trusted advisor to the media and restoring media relations.

• Doubled lead generation and qualified leads in 4 years.

• Revitalized image of 80-year-old company into dynamic and innovative industry leader, increasing targeted audience awareness by 50%. Grew their revenue from $40 million in 2004 to $100 million in 4 years.

• Reinvigorated relationships with trade press and key industry associations. Established relationships with Dallas press and community organizations when the company relocated its corporate headquarters from DC.

• Generated leads with targeted online tools such as social media, banner advertising, customer and reseller extranets, website links, vertical market portals, webinars, and wikis. Received article requests as a direct result of Twitter campaigns.

• Secured product placements on TV series 24  and Walker: Texas Ranger, and in the movies Spider-Man 3 , The Kingdom, and Deja Vu starring Denzel Washington.

• Introduced targeted social media (BlueTube, Wikipedia, Responder Knowledge Base) and cultivated online communities. Received requests to guest author articles as a direct result of social media campaigns. 

• Handled complex change communications including the closing/relocation of the principal factory and comprehensive re-branding campaign. 

• Created a series of multi-media promotions to coincide with regional events/issued that energized the company's sales channels and served as a force multiplier for the sales team. 

• Developed and launched a reseller extranet that saved the company $100,000 per year while substantially reducing orders for discontinued products or obsolete pricing. Incorporated product repair status and e-Commerce into the site.

Marketing Programs Supervisor Telecommunications Techniques Corporation (now Viavi Solutions)

Led marketing programs that generated $30 million for the world’s second largest communications test solutions provider.

• Developed innovative sales tools, including one of the first interactive CD-ROMs, web presence, and product messaging/packaging.

• Developed and launched one of the first B2B websites.

• Managed public relations, collateral development, tradeshows, and the company’s user group conference.

• Developed and wrote advertising, direct mail, articles, brochures, proposals, and website content.

• Managed strategic marketing partnerships with Sun Microsystems and key software/hardware vendors.

• Designed, programmed, and wrote Windows-based online help system for a category-defining product.