Are your customers listening? ORGANIZATIONS are finding the line between marketing and sales increasingly blurred, and buying cycles no longer neat and linear. TODAY, building demand and sustainable competitive advantage relies on engagement to spark ...CONVERSATIONS ...RELATIONSHIPS ...COMMUNITIESLeveraging data and intelligence helps firms find and connect with consumers grown adept at filtering promotional clutter. This is the work I'm passionate about - and where I've focused my career.WELCOME. On this site, you'll find highlights from an award-winning body of work developed for some of the world's top brands. My forte, or metier, is finding and connecting with customers across multichannel touchpoints to build profitable relationships. I'm known for delivering exemplary outcomes using technology-based media and customer intelligence to deliver precision targeted messaging that drives measurable impacts and real revenue growth.With two decades of experience powering 360° conversations, you'll find creative outcomes and project artifacts from nearly every facet of the marketing mix, and every stage in the demand generation and value creation process. By design, I've spent time in corporate, agency, professional services and vendor/consultative sales environments, practicing marketing from blue-sky to nuts 'n bolts, and leading blended cross-functional and distributed teams in both start-ups and F500 firms. The work continues to spark my passion. I'm drawn to the intricate synthesis of right and left brain thought, and challenge of guiding and empowering the diverse teams who produce outcomes that are at once visually engaging and able to elicit an emotional response, yet grounded in data, metrics and code. Growing up in Silicon Valley instilled a passion for technology, along with an entrepreneurial drive. Invariably I'm looking for missed gems and white-space opportunities in the numbers. My mantra: Intelligence paid for by sales.
Are your customers
listening?
ORGANIZATIONS are finding the line between marketing and sales increasingly blurred, and buying cycles no longer neat and linear.
TODAY, building demand and sustainable competitive advantage relies on engagement to spark
...CONVERSATIONS
...RELATIONSHIPS
...COMMUNITIES
Leveraging data and intelligence helps firms find and connect with consumers grown adept at filtering promotional clutter. This is the work I'm passionate about - and where I've focused my career.
WELCOME. On this site, you'll find highlights from an award-winning body of work developed for some of the world's top brands.
My forte, or metier, is finding and connecting with customers across multichannel touchpoints to build profitable relationships. I'm known for delivering exemplary outcomes using technology-based media and customer intelligence to deliver precision targeted messaging that drives measurable impacts and real revenue growth.
With two decades of experience powering 360° conversations, you'll find creative outcomes and project artifacts from nearly every facet of the marketing mix, and every stage in the demand generation and value creation process.
By design, I've spent time in corporate, agency, professional services and vendor/consultative sales environments, practicing marketing from blue-sky to nuts 'n bolts, and leading blended cross-functional and distributed teams in both start-ups and F500 firms.
The work continues to spark my passion. I'm drawn to the intricate synthesis of right and left brain thought, and challenge of guiding and empowering the diverse teams who produce outcomes that are at once visually engaging and able to elicit an emotional response, yet grounded in data, metrics and code.
Growing up in Silicon Valley instilled a passion for technology, along with an entrepreneurial drive. Invariably I'm looking for missed gems and white-space opportunities in the numbers.
My mantra:
Intelligence paid for by sales.
Me`tier´ - /met/yay/ 1. Calling; vocation; or profession
Me`tier´ - /met/yay/
1. Calling; vocation; or profession
2. Field or activity at which one excels; a forte.
ORIGIN: French, from the Latin ministerium, or 'service'.
METIER
CAROL LYNN MARTENS
PORTFOLIO
Intelligence Applied. Performance Measured. In the links below you'll find nearly every facet of the marketing mix, highlighting two decades of work in database-driven direct and interactive digital/online marketing for blue-chip brands - from Yahoo to Bank of America. You'll also find artifacts from the architecting of the systems and data infrastructures that are the brains and engine of Marketing and Sales from industries as diverse as Hardware, Software and Internet, Financial Services, Telecomm, Retail and Publishing.My affinity for technology also finds me leading cross-functional teams of Developers, Programmers, Analytics and CRM resources, Product Managers, and Designers in builiding of marketing platforms and intelligence systems.See more under ABOUT, where you'll find links to additional project artifacts, awards, recommendations, and examples of industry thought leadership.Growing up in Silicon Valley instilled a passion for technology, along with an entrepreneurial drive. Invariably I'm looking for missed gems and white-space opportunities in the numbers. My mantra: Intelligence paid for by sales.
Intelligence Applied. Performance Measured.
In the links below you'll find nearly every facet of the marketing mix, highlighting two decades of work in database-driven direct and interactive digital/online marketing for blue-chip brands - from Yahoo to Bank of America.
You'll also find artifacts from the architecting of the systems and data infrastructures that are the brains and engine of Marketing and Sales from industries as diverse as Hardware, Software and Internet, Financial Services, Telecomm, Retail and Publishing.
My affinity for technology also finds me leading cross-functional teams of Developers, Programmers, Analytics and CRM resources, Product Managers, and Designers in builiding of marketing platforms and intelligence systems.
See more under ABOUT, where you'll find links to additional project artifacts, awards, recommendations, and examples of industry thought leadership.
My mantra: Intelligence paid for by sales.
See More Portfolio Highlights
MULTICHANNEL
Click to expand
Propeller Head. Creative Spirit.As marketers, we're challenged by a world of expanding choice and compressed lifecycles, practicing our craft in fast-changing competitive landscapes where we strive to engage consumers grown adept at filtering the thousands of promotional messages they're exposed to daily, and meeting expectations shaped by a global marketplace where personalized content and custom solutions have become the norm. Yet, there's never been a more exciting time to be in marketing. As new tools, platforms and channels emerge enabling us to be smarter and nimbler, market dynamics can change in the blink of an eye leaving even the best marketer with slim margin for missteps or squandered resources. The blurring between marketing and sales, and fracturing of traditional media reflects profound shifts in consumer behavior. As marketing evolves from push to pull and transactional to relationship - data is the key to success. As a multichannel and technology-based marketer, I'm essentially channel-agnostic. Instead, I'm focused on creating and managing data-driven demand generation systems which deliver targeted messaging across direct, digital and social channels on a mass customized basis - capturing intelligence at every touchpoint, and triggering the next point of engagement.Because whether the interaction occurs on a landing page tied to email and/or direct mail, an interstitial, live chat, widget placed on a blog, or a webinar, offline event, or bit.ly URL on Twitter, each exchange is captured and triggers the next point of contact. As we move from a 2.0 to 3.0 world, this is marketing's next 'big thing'.
Propeller Head. Creative Spirit.
As marketers, we're challenged by a world of expanding choice and compressed lifecycles, practicing our craft in fast-changing competitive landscapes where we strive to engage consumers grown adept at filtering the thousands of promotional messages they're exposed to daily, and meeting expectations shaped by a global marketplace where personalized content and custom solutions have become the norm.
Yet, there's never been a more exciting time to be in marketing. As new tools, platforms and channels emerge enabling us to be smarter and nimbler, market dynamics can change in the blink of an eye leaving even the best marketer with slim margin for missteps or squandered resources.
The blurring between marketing and sales, and fracturing of traditional media reflects profound shifts in consumer behavior. As marketing evolves from push to pull and transactional to relationship - data is the key to success.
As a multichannel and technology-based marketer, I'm essentially channel-agnostic. Instead, I'm focused on creating and managing data-driven demand generation systems which deliver targeted messaging across direct, digital and social channels on a mass customized basis - capturing intelligence at every touchpoint, and triggering the next point of engagement.
Because whether the interaction occurs on a landing page tied to email and/or direct mail, an interstitial, live chat, widget placed on a blog, or a webinar, offline event, or bit.ly URL on Twitter, each exchange is captured and triggers the next point of contact.
As we move from a 2.0 to 3.0 world, this is marketing's next 'big thing'.
ONLINE
ConnectingThe Dots with Technology-based MarketingFor me, it all started with a cognitive theory called "Low Involvement Learning", which demonstrated that when two or more senses are engaged, perceptual barriers are lowered. This was first applied in education, but as a marketer, I saw the power of a computer screen to present information in a multi-sensory format and an ability to deliver precision targeted messaging - from online banking, to social networking.Working in Silicon Valley provided a front row seat, and I've been marketing online since B/W ASCII, watching the internet morph into the web, and emerge as a channel that's evolved from email and banners, to search and social platforms with far-reaching potential for transforming behavior and marketing. The Cluetrain Manifesto, which first debuted as a Fast Company article in '97, remains my touchstone. One of it's core hypotheses affirms what direct marketers have long understood: Markets are ConversationsFor decades marketing and sales metaphors have been largely linear - streams, funnels, and pipelines. In a world where digital technology influences every channel and marketing outreach, it's clear this no longer applies. The latest wrinkle in our evolution: demand generation, reflects a growing awareness of the profound shifts in purchase decision behaviors, and adapting traditional outbound tactics to respond to marketing's evolution from a one way to two-way conversation occuring across online and offline channels. Working in database-driven direct and interactive marketing also honed my focus on the convergence of traditional and online media. Nearly every initiative I've developed or executed over the past decade has incorporated online elements; and often community building components as well.Driving demand and revenue in a 2.0 world requires an intricate interplay of two-way conversations designed to spark engagement and move prospectis from awareness to affinity, to grow relationships - the dynamic applies no matter if you're targeting consumers or business. The engine driving these conversations across direct, digital and social channels is the database, and customer intelligence the fuel. Without them, you're flying blind - and without data there are no metrics to justify spend.How one captures, and aggregates the data, then uses it to deliver messaging that resonates across channels and platforms is ever-changing. Charting a profitable course takes a practiced hand, and the ability to balance theory and implementation, amidst the hype of emerging tools and platforms.
ConnectingThe Dots with Technology-based Marketing
For me, it all started with a cognitive theory called "Low Involvement Learning", which demonstrated that when two or more senses are engaged, perceptual barriers are lowered. This was first applied in education, but as a marketer, I saw the power of a computer screen to present information in a multi-sensory format and an ability to deliver precision targeted messaging - from online banking, to social networking.
Working in Silicon Valley provided a front row seat, and I've been marketing online since B/W ASCII, watching the internet morph into the web, and emerge as a channel that's evolved from email and banners, to search and social platforms with far-reaching potential for transforming behavior and marketing.
The Cluetrain Manifesto, which first debuted as a Fast Company article in '97, remains my touchstone. One of it's core hypotheses affirms what direct marketers have long understood:
Markets are Conversations
For decades marketing and sales metaphors have been largely linear - streams, funnels, and pipelines. In a world where digital technology influences every channel and marketing outreach, it's clear this no longer applies.
The latest wrinkle in our evolution: demand generation, reflects a growing awareness of the profound shifts in purchase decision behaviors, and adapting traditional outbound tactics to respond to marketing's evolution from a one way to two-way conversation occuring across online and offline channels.
Working in database-driven direct and interactive marketing also honed my focus on the convergence of traditional and online media. Nearly every initiative I've developed or executed over the past decade has incorporated online elements; and often community building components as well.
Driving demand and revenue in a 2.0 world requires an intricate interplay of two-way conversations designed to spark engagement and move prospectis from awareness to affinity, to grow relationships - the dynamic applies no matter if you're targeting consumers or business.
The engine driving these conversations across direct, digital and social channels is the database, and customer intelligence the fuel. Without them, you're flying blind - and without data there are no metrics to justify spend.
How one captures, and aggregates the data, then uses it to deliver messaging that resonates across channels and platforms is ever-changing. Charting a profitable course takes a practiced hand, and the ability to balance theory and implementation, amidst the hype of emerging tools and platforms.
DIRECT
In the Beginning There Was MailThe digital realm of interactive, e-commerce, and social media can trace its roots to the core tenets of direct marketing. Before the web, offline direct channels were the first to use targeting, segmentation, CPC/CPA metrics, variable offers and messaging, CRM systems, and predictive modeling. Fast forward to 2010, and we've come full circle with direct getting a fresh look as marketers look for cost effective demand gen strategies in a rocky economy.From the beginning, I was attracted to the synthesis of right brain - left brain thought required by database and direct marketing. I also saw the power of customer intelligence to frame targeting, offer, and creative, using early psychographic models from SRI, and geodemographics from CACI and Claritas to link consumer data to physical address. At the same time DM provided the rigor of a learn-test-learn approach, and the tools to understand what worked, and what didn't from every initiative. Applying these insights to drive continuous improvement is as valid today as it was then. I couldn't have asked for a better training ground. These skills have informed nearly every aspect of what we now define as technology-backed marketing - from understanding how to deliver messaging compelling enough to elicit a response, to the mechanisms for capturing the intelligence from that exchange. I began building marketing databases before they were called CRM systems; working on the cutting-edge of DM as it evolved from direct mail to multi-channel demand generation. There are not many marketers who can move seamlessly between online and offline channels, and who also understand both the front-end of user experience, and the nuts and bolts of back-end systems. Who know what it takes to build and operate a marketing machine that works like clockwork to drive measurable returns - online and offline.
In the Beginning There Was Mail
The digital realm of interactive, e-commerce, and social media can trace its roots to the core tenets of direct marketing. Before the web, offline direct channels were the first to use targeting, segmentation, CPC/CPA metrics, variable offers and messaging, CRM systems, and predictive modeling. Fast forward to 2010, and we've come full circle with direct getting a fresh look as marketers look for cost effective demand gen strategies in a rocky economy.
From the beginning, I was attracted to the synthesis of right brain - left brain thought required by database and direct marketing. I also saw the power of customer intelligence to frame targeting, offer, and creative, using early psychographic models from SRI, and geodemographics from CACI and Claritas to link consumer data to physical address. At the same time DM provided the rigor of a learn-test-learn approach, and the tools to understand what worked, and what didn't from every initiative. Applying these insights to drive continuous improvement is as valid today as it was then.
I couldn't have asked for a better training ground. These skills have informed nearly every aspect of what we now define as technology-backed marketing - from understanding how to deliver messaging compelling enough to elicit a response, to the mechanisms for capturing the intelligence from that exchange. I began building marketing databases before they were called CRM systems; working on the cutting-edge of DM as it evolved from direct mail to multi-channel demand generation.
There are not many marketers who can move seamlessly between online and offline channels, and who also understand both the front-end of user experience, and the nuts and bolts of back-end systems. Who know what it takes to build and operate a marketing machine that works like clockwork to drive measurable returns - online and offline.
PRINT
Savvy Marketers Still Put it on PaperNo matter how digitally focused the business or product mix, print remains in the repetoire of nearly every marketer. From collateral to catalogs, paper's highly mutable nature provides an almost unlimited creative canvas to express brand and value; which is why it will continue to be in marketing's took kit.My first exposure to the printer's art came as an Editor on my junior high yearbook; knowledge I then used in my first entrepreneurial venture: creating brochures for small businesses in the town where I grew-up. At 14, I'd sell the idea, develop specs, get printing bids, write the copy and design the layout, then oversee production. Several hundred million pieces later it's still fun!Digital print production techiques now also make it possible to deliver variable content and personalized messaging on the fly - and still meet CPA metrics. Putting something tangible in your prospect's hand has the power to spark response even months later - and can often be the difference between closing the sale or a missed opportunity. Well considered solutions - no matter if you're targeting consumers or business - need to be powerful enough to elicit response in the blink of an eye. Knowing what chords to strike comes from understanding the data.Exceptional outcomes are the synthesis of intelligence applied to the design and the creative process to generate visuals able to convey brand value and spark conversation. If you've got your finger on the pulse, nothing need be overdone - copy and art work in concert to engage your audience - from identity to collateral, direct mail or downloaded white papers.Because many people still prefer information in tangible form - particularly if the purchase decision is significant - tailoring contact strategies to the customer's preferred format and channel is the mark of a savvy multichannel marketer.
Savvy Marketers Still Put it on Paper
No matter how digitally focused the business or product mix, print remains in the repetoire of nearly every marketer. From collateral to catalogs, paper's highly mutable nature provides an almost unlimited creative canvas to express brand and value; which is why it will continue to be in marketing's took kit.
My first exposure to the printer's art came as an Editor on my junior high yearbook; knowledge I then used in my first entrepreneurial venture: creating brochures for small businesses in the town where I grew-up. At 14, I'd sell the idea, develop specs, get printing bids, write the copy and design the layout, then oversee production. Several hundred million pieces later it's still fun!
Digital print production techiques now also make it possible to deliver variable content and personalized messaging on the fly - and still meet CPA metrics. Putting something tangible in your prospect's hand has the power to spark response even months later - and can often be the difference between closing the sale or a missed opportunity.
Well considered solutions - no matter if you're targeting consumers or business - need to be powerful enough to elicit response in the blink of an eye. Knowing what chords to strike comes from understanding the data.
Exceptional outcomes are the synthesis of intelligence applied to the design and the creative process to generate visuals able to convey brand value and spark conversation. If you've got your finger on the pulse, nothing need be overdone - copy and art work in concert to engage your audience - from identity to collateral, direct mail or downloaded white papers.
Because many people still prefer information in tangible form - particularly if the purchase decision is significant - tailoring contact strategies to the customer's preferred format and channel is the mark of a savvy multichannel marketer.
EVENTS
Engage & CultivateAs consumers, we've all become highly adept at filtering promotional messaging, which makes events a powerful tool for breaking through this clutter to engage prospects and customers. As digital platforms have evolved, so too has the ability to create and deliver highly targeted online touchpoints with customized content under the aegis of an event - from a Twitter chat to hosted webcast or on-demand streaming content.Events bring your target market together across time and space, connecting opinion leaders, advocates and prospects, with your brand, products and people. I've always loved creating experiences, and have ideated and executed scores - from Santa Parades and Walkathons, to Art & Wine Festivals, a National Scholarship Breakfast in Washington DC, to Indoor and Outdoor Concerts, retail sales events, store and venue grand openings, Annual Shareholder Meetings and National Sales offsites, mini to mega-tradeshows and B2B confabs like Back in Business for Yahoo in New Orleans. Yet, between the era of mega-tradeshows and 2.0 webinars deployed from a desktop, events somehow got a bad rap when it came to ROI/ROAS. But put an event in the hands of a direct/database marketer who's adept at CPC/CPA and using customer intelligence and data to laser-focus to targeting and promotion - and it's a whole new game; one with quantifiable returns and demand gen impacts.
Engage & Cultivate
As consumers, we've all become highly adept at filtering promotional messaging, which makes events a powerful tool for breaking through this clutter to engage prospects and customers. As digital platforms have evolved, so too has the ability to create and deliver highly targeted online touchpoints with customized content under the aegis of an event - from a Twitter chat to hosted webcast or on-demand streaming content.
Events bring your target market together across time and space, connecting opinion leaders, advocates and prospects, with your brand, products and people. I've always loved creating experiences, and have ideated and executed scores - from Santa Parades and Walkathons, to Art & Wine Festivals, a National Scholarship Breakfast in Washington DC, to Indoor and Outdoor Concerts, retail sales events, store and venue grand openings, Annual Shareholder Meetings and National Sales offsites, mini to mega-tradeshows and B2B confabs like Back in Business for Yahoo in New Orleans.
Yet, between the era of mega-tradeshows and 2.0 webinars deployed from a desktop, events somehow got a bad rap when it came to ROI/ROAS. But put an event in the hands of a direct/database marketer who's adept at CPC/CPA and using customer intelligence and data to laser-focus to targeting and promotion - and it's a whole new game; one with quantifiable returns and demand gen impacts.
Video of Yahoo event in New Orleans
PLANNING + PROCESS
What Isn't Seen Matters MostCreative powerful enough to propel bottom line impacts rarely happens by chance. The engaging visuals and messaging, UI/UX and compelling offers are just the tip of the proverbial iceberg - because if the underlying plan isn't built well, the caliber of the creative won't matter. Your target audience may not see it in sufficient numbers to impact revenue and meet goals.Getting this right owes much to the work behind the scenes that's rarely seen; because for your target audience the choreography of each succesive touchpoint unfolds with 'right time, right place' precision - moving them through successive phases in their purchase decision cycle, while building brand preference.
What Isn't Seen Matters Most
Creative powerful enough to propel bottom line impacts rarely happens by chance. The engaging visuals and messaging, UI/UX and compelling offers are just the tip of the proverbial iceberg - because if the underlying plan isn't built well, the caliber of the creative won't matter. Your target audience may not see it in sufficient numbers to impact revenue and meet goals.
Getting this right owes much to the work behind the scenes that's rarely seen; because for your target audience the choreography of each succesive touchpoint unfolds with 'right time, right place' precision - moving them through successive phases in their purchase decision cycle, while building brand preference.
The Art within the Science.
When strategies and tactics are honed from actionable customer intelligence drawn from Analytics, Research and CRM data, the right foundation has been laid. When they're backed by cutting-edge technology and database tools in the hands of skilled practicioners, it's the fuel for real competitive differcence.
Without It, ROI Is A Crap Shoot.
Smart marketers know that for every minute a prospect spends with content on a landing page or microsite, a direct mail package or email, a widget on a blog, hours of planning and execution will have gone into making targeted delivery of that message possible.
The art increasingly flows from the science of marketing. The market sizing, optimal channel spend allocations, predictive response models, LCV metrics, segmentation, behavioral targeting, media mix, data hierarchies and processing specs, creative briefs and campaign matrices are the critical underpinnings.
The key is knowing which levers to pull, and given industry, business and product lifecycles what composite of strategies and tactics will yield maximum return from among a vast array of options.
Applied Experience is Everything in our Industry.
For those who would entrust their success to untried short-cuts or resources with little real world experience, history tells us the risks often outweigh rewards.
I've spent years honing my craft, and my sometimes unconventional career path was motivated by a goal of learning interactive and database-driven multi-channel marketing inside and out, and from every vantage. By design, I've spent time in corporate settings, professional services, and vendor/consultative sales environments, and practiced marketing from blue-sky to nuts 'n bolts; and led blended teams in start-ups, and non-profits to F500 firms.
When all is said and done, marketing is about sparking conversations - and by extension, relationships and communities. Developing actionable insights to foster relevant conversations is the objective. In a world of compressed lifecycles and expanding choice, purchase decision cycles are now rarely linear, but evolve across a multichannel interplay business no longer controls.
How one captures, and aggregates the data, then uses it to deliver messaging that resonates across channels and platforms is ever-changing - and keeps the work endlessly interesting.
METRICS
Marketing By the Numbers The sampling of reports above extends beyond marketing to include business and revenue management documents generated from across the demand generation cycle, with examples of sales forecasts, campaign planning and response analysis, annual planning, budgeting, and quarterly reporting. Quick note: to preserve proprietary information I've not enabled slides to expandAs business leaders require Marketing to justify spend and deliver measurable ROI, perhaps it's no surprise we're seeing direct marketing skills become increasingly valued and sought after because DM required this rigor all along. Direct marketers live by the numbers, and wouldn't have it any other way.
Marketing By the Numbers
The sampling of reports above extends beyond marketing to include business and revenue management documents generated from across the demand generation cycle, with examples of sales forecasts, campaign planning and response analysis, annual planning, budgeting, and quarterly reporting. Quick note: to preserve proprietary information I've not enabled slides to expand
As business leaders require Marketing to justify spend and deliver measurable ROI, perhaps it's no surprise we're seeing direct marketing skills become increasingly valued and sought after because DM required this rigor all along.
Direct marketers live by the numbers, and wouldn't have it any other way.
BRANDS
Here's a
quick overview
W RK IN PROGRESS
planning
metrics
multichannel
online
direct
print
events
brands
NETWORKS
THOUGHT LEADERSHIP & AWARDS
Metier´ Found.The work continues to spark my interest and passion. I'm drawn to the intricate synthesis of right and left brain thought, and challenge of leading the diverse teams who produce outcomes that are at once visually engaging and able to elicit an emotional response, while grounded by data, metrics and code. Growing up in Silicon Valley instilled a passion for technology, data and innovation, along with an entrepreneurial drive. Invariably I'm looking for missed gems and white-space opportunities in the numbers. Markets are indeed conversations - and I still share The Cluetrain Manifesto that first appeared in Fast Company in 1997 with my team. At the same time, technology and online channels have transformed the craft and science of marketing and sales. Creating engagement through messaging targeted with pinpoint precision then delivered via triggered addressable media signals the next wave in our hyper-digital evolution. Welcome to the future... I wouldn't miss this for anything, because we have a front row seat as shifting consumer behaviors meets the tranformative potential of database-driven multichannel marketing. We're realizing the promise and power of personalized solutions delivered across online and ofline touchpoints - something we've been been talking about for two decades.
Metier´ Found.
The work continues to spark my interest and passion. I'm drawn to the intricate synthesis of right and left brain thought, and challenge of leading the diverse teams who produce outcomes that are at once visually engaging and able to elicit an emotional response, while grounded by data, metrics and code.
Growing up in Silicon Valley instilled a passion for technology, data and innovation, along with an entrepreneurial drive. Invariably I'm looking for missed gems and white-space opportunities in the numbers.
Markets are indeed conversations - and I still share The Cluetrain Manifesto that first appeared in Fast Company in 1997 with my team. At the same time, technology and online channels have transformed the craft and science of marketing and sales. Creating engagement through messaging targeted with pinpoint precision then delivered via triggered addressable media signals the next wave in our hyper-digital evolution.
Welcome to the future... I wouldn't miss this for anything, because we have a front row seat as shifting consumer behaviors meets the tranformative potential of database-driven multichannel marketing. We're realizing the promise and power of personalized solutions delivered across online and ofline touchpoints - something we've been been talking about for two decades.
ACTIONABLE INSIGHTS. MEASURABLE IMPACTS.
ABOUT
Carol Lynn is top-shelf senior strategy talent with big brand, big budget experience. She's got it in spades.
She's savvy.
Kerry Tate
Founder/President
TateAustin, now TateAustinHahn
Carol Lynn is a true visionary leader. She came to our company with
a fully developed strategic vision and developed the plan and team to execute it. Carol Lynn is a transformative leader; and her knowledge of database and the online channel is unparralleled.
Patrick Link
Senior Director
Who's Who
Carol Lynn's creativity and vision brought Educational Communications into the 21st century. She lead our team with an open attitude and allowed each of us to stear our journey to success. I have learned a considerable amount about marketing while working for her, and would gladly work for her in the future.
Lauren Cervantes
Marketing Manager
Carol Lynn knows how to reach people. She is goal-oriented, and more importantly, possesses the knowledge to successfully reach goals. She brought her business and marketing skills to the Austin Pops, and our organization, from creating the brand to our Mission Statement, began to grow in more ways than we could have anticipated.
Jamie Desautel
Founder & President
Austin Pops
So impressed at how adept you've become at this social media stuff. You'll be a great asset for some lucky company, that's for sure!!!
So impressed at how adept you've become
at this social media stuff. You'll be a
great asset
for some lucky
company, that's
for sure!!!
Jerry Bernhart
President, Bernhart Executive Search
- Top DM/Interactive Recruiter
Carol Lynn accomplished
a major transformation of her BU in a relatively short period of time. She quickly analyzed the business then devised a plan to reviatlize the brand and product mix. She electrified a dispirited division by sharing her vision and empowering her team.
Tracey Nelson
VP Commemorative Brands, Inc.
now Professor McComb's GSB, UTA
Carol Lynn is an execptional executive ...with an uncanny ability to think strategically without sacrificing tactical execution. Few people can match her instincts, intuition or data-crunching abilities when iu comes to customer relationship marketing.
Jim Calhoun
Founder/Chairman
CustomerClick, Popular Media, TwitterMoms
Carol Lynn is one of the brightest people I've worked with... She's passionage and enthusiastic about her work and always generating new ideas that fit into long-term business goals.
Kathy Arnold
Sr. Database Manager
ECI, now Hoover's
Carol Lynn quickly became a valuable member of the Austin Pops Board... She knows how to take ideas and build agreement around them to make positive
things happen.
Antony Ng
Attorney, Dillon and Yudell
Board of Directors, Austin Pops
Carol Lynn Martens has helped some of the world's most recognizable Consumer and B2B brands find, understand, connect, and engage with customers to build and sustain profitable relationships.She's managed scores of campaigns, promotional initiatives and marketing programs of national and global scope, netting over $1 Billion in revenue for firms such as Yahoo, Intuit, Apple, IDG Publishing, Bank of America, and Charles Schwab; and worked with top agencies like Grey Direct and O&M. Areas of expertise:Strategic PlanningMarketing and Annual PlansBudgeting, Forecasting, ReviewCampaign Management, ExecutionDemand GenerationDirect Marketing - Mail, Email, OnlineTelemarketing - Inbound + OutboundDatabase/CRM Systems, SegmentationFile Hygiene, Enrichment, ListsCustomer Intelligence - Analytics, ResearchContact Strategies - Acquisition/RetentionEvents - Online/OfflineMarketing TechnologySite Design - UI/UX, e-CommerceInteractive, Rich Media Social MediaProduct - Ideation, Development, LaunchCreative DevelopmentPromotions, MerchandisingPublic RelationsInternal CommunicationsProduction - Traditional + Digital MediaMedia Planning/PlacementConsultative sales, Account ManagementSales CollateralSales IntegrationDelivering exemplary outcomes has been the catalyst for national marketing and industry awards including a key role in Yahoo's win of the DMA's top annual marketing honor, plus Y's internal award for marketing excellence - the Purple Cow. Earlier in her career, Carol Lynn garnered an ICSC MAXI nod, and a mention in Forbes magazine for an innovative campaign strategy developed for Bank of America. As GM/VP, Carol Lynn was recently leading the turnaround of a 40 year-old business with an august brand for a NYC private equity firm, migrating a $52 Million direct-to-consumer publisher, Educational Communications, Inc., to an online subscription-based social networking model described as "LinkedIn_School".Following her entrepreneurial bent, Carol Lynn founded the marketing services firm, IMMedia - Interactive Marketing Media in Silicon Valley delivering integrated acquisition and retention solutions to over two dozen technology firms, in addition to work with clients in financial services, travel, and telecommunications industries.A Silicon Valley native, she thrives on innovation, building process around ideas, and using intelligence from Analytics, CRM and Market Research to uncover white-space opportunities. Carol Lynn is an alum of Northwestern's Kellogg Graduate School of Management EDP - where she was voted female class leader in a program of 53 selected from over 3000 applicants; and SJSUs well-known Journalism program, where her investigative reporting caught the eye of San Francisco Examiner editors, and she was invited to join the reporting staff covering state water issues while a student. In addition, she authored a new Creative Platform for Valley Medical Center in San Jose winning a county-wide competition among Advertising students juried by top Valley marketing/advertising/PR professionals.
Carol Lynn Martens has helped some
of the world's most recognizable Consumer
and B2B brands find, understand, connect,
and engage with customers to build and sustain profitable relationships.
She's managed scores of campaigns, promotional initiatives and marketing programs of national and global scope, netting over $1 Billion in revenue for firms such as Yahoo, Intuit, Apple, IDG Publishing, Bank of America, and Charles Schwab; and worked with top agencies like Grey Direct and O&M. Areas of expertise:
Delivering exemplary outcomes has been the catalyst for national marketing and industry awards including a key role in Yahoo's win of the DMA's top annual marketing honor, plus Y's internal award for marketing excellence - the Purple Cow. Earlier in her career, Carol Lynn garnered an ICSC MAXI nod, and a mention in Forbes magazine for an innovative campaign strategy developed for Bank of America.
As GM/VP, Carol Lynn was recently leading the turnaround of a 40 year-old business with an august brand for a NYC private equity firm, migrating a $52 Million direct-to-consumer publisher, Educational Communications, Inc., to an online subscription-based social networking model described as "LinkedIn_School".
Following her entrepreneurial bent, Carol Lynn founded the marketing services firm, IMMedia - Interactive Marketing Media in Silicon Valley delivering integrated acquisition and retention solutions to over two dozen technology firms, in addition to work with clients in financial services, travel, and telecommunications industries.
A Silicon Valley native, she thrives on innovation, building process around ideas, and using intelligence from Analytics, CRM and Market Research to uncover white-space opportunities.
Carol Lynn is an alum of Northwestern's Kellogg Graduate School of Management EDP - where she was voted female class leader in a program of 53 selected from over 3000 applicants; and SJSUs well-known Journalism program, where her investigative reporting caught the eye of San Francisco Examiner editors, and she was invited to join the reporting staff covering state water issues while a student. In addition, she authored a new Creative Platform for Valley Medical Center in San Jose winning a county-wide competition among Advertising students juried by top Valley marketing/advertising/PR professionals.
resume
design
documents
DOCUMENT LIBRARY
While this page under development, you may find additional project artifacts and background information in my VisualCV.http://www.visualcv.com/clcmartens
While this page under development, you may find additional project artifacts and background information in my VisualCV.
http://www.visualcv.com/clcmartens
INTERIOR SOFT FURNISHINGS DESIGN
Designing custom window treatments and pillows has been a fun counterpoint to my business career. It's an outlet for my creative energy shared with family, friends, and on occasion done professionally. This outlet mirrors many elements of marketing; but rather than paper and code, the design process relies on fabric, color, texture, and workrooms who fabricate designs from specs and sketches.
You may also visit my CV site:
http://www.visualcv.com/clmartens
CURRICULUM VITAE
Marketing Leadership | Multichannel Demand GenerationCustomer Intelligence Architect | Database & CRM StrategistIntegrated Direct | Digital | Social Media Solutions
Marketing Leadership | Multichannel Demand Generation
Customer Intelligence Architect | Database & CRM Strategist
Integrated Direct | Digital | Social Media Solutions
Award-winning executive with two decades of success delivering measurable
impacts at the intersect of direct and digital channels, with a reputation for creating and managing innovative acquisition and retention programs for blue-chip Consumer and B2B brands such as: Yahoo, Intuit, Apple, and Bank of America, as well as venture-backed start-ups and non-profit organizations.
Profile & Value
Actionable Strategies for Growth - Silicon Valley native combines entrepreneurial drive and spirit, with a deep affinity for technology-based and data-driven marketing, leading cross-functional teams in the develoment of precision targeted solutions that deliver real revenue growth.
