contributor panel

learn about our contributors

Points of View

Valerie Thomassin
Senior Vice President, Marketing and Communications–Europe, Global Demand Center and Sales Enablement, Xerox

“"In a digital world like ours, marketing cannot stop once a lead is created."”

Mark Stouse
Vice President – Global Connect, BMC Software

Mark is a global business leader with extensive experience in transforming global marketing and communications for small, mid- and large-cap companies. Recognized for a perceptive and pragmatic approach to marketing strategy and operations, Mark combines a strong personal leadership style with a finely drawn sense of what it takes to make a real business contribution. He architects and leads organizations that drive robust demand generation, deal expansion and sales velocity -- three measurable proxies for revenue, margin and cash flow. His approach is data-driven, it happens fast, and it has generated major results for the companies he has worked with, including giants like HP, Honeywell Aerospace and BMC Software. Mark is a sought-after speaker and lecturer, both inside the United States and in many other countries. Mark has been a member, conference participant or presenter for many organizations around the world. Married with two children, he also serves as a board member or advisor to several large charitable organizations in Arizona, California and Texas.

“When you’re plunking down a million dollars or more on enterprise software, you want to manage your risk on that buy decision, and the preferred way to do that is communicating with peers. Today, our customers are doing that socially.”

Colleen Albiston
Chief Marketing Officer, Deloitte

Colleen Albiston is a professional marketing and communications executive, a passionate advocate for diversity, a mentor and a dedicated non-profit board member. She serves as the Chief Marketing Officer for Deloitte in Canada and is the past Chair of the Board of the YMCA, one of the country’s largest operating charities serving on the board’s Executive in this capacity currently. A creative and enthusiastic champion of innovation and change as CMO at Deloitte, she leads the Marketplace Services group including the marketing, communications, account development and strategic pursuits teams. Accelerating digital marketing, aligning campaigns around thought leadership with great content strategy, demonstrating that metrics matter and creating the best environment for professional services marketers, account developers and communications professionals, are what drives her. Colleen holds an MBA from the University of Toronto and has been honoured as one of Canada’s Top 40 Under 40. Colleen has become widely recognized as a skilled leader, strategic thinker, creative marketer and trusted advisor. Colleen is an energetic, creative and enthusiastic mentor who balances her professional life with a dedication to the non-profit sector and a mad passion for fitness. All other interests and challenges are second to whatever is going on in the lives of her two fantastic boys.

“We wanted to develop content that would be shared through social channels that would drive more visits to our site. We were able to serve the needs of a targeted audience, but we were also able to reach a much broader audience.”

Meagan Eisenberg
Vice President – Demand Generation, DocuSign

Meagen has spent over 18 years working in the high-tech industry and currently serves on the board of advisors of DemandCon. In 2012 she received the SuperNova Award in Matrix Commerce from Constellation Research and in 2011 the Marketing Visionary Markie award within the marketing automation field.  Before joining DocuSign, she was Director of WW Demand Generation at ArcSight, an HP Company, and prior to that she led worldwide programs and events at TRIRIGA (acquired by IBM) for integrated workplace management systems. Prior to TRIRIGA, she was at Postini (acquired by Google) and IBM, working in solutions and product marketing for security and compliance. Earlier she worked as an IT Engineer at Cisco Systems and Applied Materials. She has a Master of Business Administration with a focus on marketing and strategy from Yale School of Management, and a Bachelor of Science degree in MIS with a minor in CSC from Cal Poly – San Luis Obispo.

“We saw a 65 percent reduction in churn across our business. We saw a doubling of our pipeline in the first quarter and a tripling by the next quarter.  These are significant improvements for our business.”

Karen Pate, Ph.D.
Vice President -- Content Strategy , iCrossing

As vice president of content strategy, Karen Pate, Ph.D., is responsible for the methodologies and processes related to the analysis, creation, maintenance, governance and measurement of content. With over 22 years of experience designing and developing information structures and systems, Karen knows content: how to make it relevant and useful for end users, how to help brands effectively and efficiently use content to connect with their customers, and how to integrate it across all channels and devices.  Karen has broad experience in content strategy, user experience analysis, design and development for a variety of industries, including manufacturing, finance, energy, health care, transportation, retail, hospitality and telecommunications. Her experience includes working with a research and development team that defined processes and practices for how to granulize content into knowledge so they could be re-used for multiple purposes. Karen has worked with clients such as The Coca-Cola Company, FedEx, Hilton Worldwide, Rackspace, , AT&T, Chrysler and Abbott Laboratories. Karen has a Ph.D. in information science with an emphasis in human computer interaction from Nova Southeastern University, a Master of Arts in instructional design from The University of Texas Southwest Medical Center and a Bachelor of Arts in general studies/communications from The University of Texas at Dallas.

“The best strategy is to always plan. When you create something that's shareable, assume that it's going to be shared in all different ways and make sure that it fits those different formats.”

Ellen Ferrara
Head of Marketing Communications, BT Global Services

Ellen Ferrara is head of marketing communications at BT Global Services.  She’s the central guardian for the company’s story, brand and visual identity across more than 170 countries, coordinating a network of local marketing communicators numbering more than 100.  Her focus is increasingly on content marketing, a comfort zone as her training and earliest roles were in print journalism.  (She holds undergrad and graduate degrees from the prestigious Medill School of Journalism at Northwestern University.)  American born, Ferrara worked in internal communications at McDonnell Douglas and EDS in the United States for almost a decade before transferring to EDS’ London office.  There, she expanded her focus to public relations and marketing communications, moving agency-side for several years before coming to BT in 2003.  Her role within the company has always been part communications, part change agent, as she works to transform both the way the company is perceived externally, and how it does things internally.  Before moving to her current role, she ran PR and corporate communications for BTGS in the UK.   Now a British citizen, living in the English countryside and working with multiple countries each day by conference call, her perspective remains resolutely global. 

“We pioneered a whole new approach to media partnerships because we saw that the heightened emphasis on content was coming, and we knew we needed to get to a place where our content was more objective because people don’t want to read sales content.”

Chris Moloney
Chief Marketing Officer, Wells Fargo Advisors

Chris Moloney serves as Chief Marketing Officer at Wells Fargo Advisors LLC. He previously served as the Chief Marketing Officer and Senior Vice President for the U.S. Consumer Direct Business Unit at ConsumerInfo.com Inc., a subsidiary of Experian Information Solutions Inc. He served as Chief Marketing Officer of Scottrade Inc., as well as its Executive Director of Customer Intelligence. Moloney joined Scottrade from Charter Communications in St. Louis, where he served as Vice President of Corporate Marketing. Previously, he held numerous senior management positions with two leading marketing services firms—St. Louis-based Maritz Inc. and Meridian Enterprises—and he led a division of Dallas-based marketing firm Parago. He has been a Director at The Advertising Council Inc. since August 2010. Moloney is also a widely recognized speaker and author on marketing strategy and customer loyalty. He has had more than 250 media appearances, including CNBC, The Wall Street Journal and The New York Times. Moloney earned a bachelor's degree in marketing and finance from Missouri State University and an MBA from Lindenwood University in St. Louis, where he has also been an adjunct professor in the graduate business school.

““Content needs to reflect who we are, and what other people are saying about us through social media is critical. In the last three years, we have see our content move rapidly to the online space, and this has been a big driver of our strategy.””

Alisa Maclin
Vice President of Industry Solutions Marketing , IBM Software Group

“"Thought leadership and market insight are key parts of our content strategy to demonstrate how the marketplace is changing and how our solutions and capabilities are helping our clients respond to and capitalize on these trends."”

Ed Youngblood
Director of Content Strategy, Alcatel-Lucent Enterprise

Ed Youngblood has been involved with content throughout a career that began before the digital revolution. His point of entry was television broadcast promos for ABC Television, soon to be followed by design and direction of national television commercials for major (and minor) brands, where the only digital component was post-production. With 25 years of experience in B2B marketing (much of it focused on technology solutions), he has been with Alcatel-Lucent Enterprise for more than 15 years. During this period, he has guided web, digital marketing and now content strategies in support of the organization’s business objectives. 

“"Like all companies, we are adapting to how our customers’ buying behavior is evolving; therefore, we are evolving as well."”

JB King
Global Head of Content, Marsh & McLennan Companies

JB King is Global Head of Content for Marsh & McLennan Companies, a global professional services firm with annual revenue of $13 billion and 57,000 colleagues worldwide that specializes in risk, strategy and people. A builder of brands and creator of thought leadership campaigns, King has an extensive track record working with C-suite executives to simplify communications for highly regulated, complex services and develop innovative content marketing programs that engage high-level audiences through digital channels. Results achieved include improved brand survey rankings, escalated website traffic, higher loan volume, increased deposits and reduced costs. Companies she has served include Ernst & Young, Bank of America, IBM and Schwab Institutional. An award-winning speaker, skilled broadcaster and published writer, King’s work has appeared in Business Finance, American Banker, Strategic Finance, Financial Executive, U.S. Banker, One-to-One and  CMO.com. In collaboration with Knowledge@Wharton, King led the creation of the first-ever video-enhanced eBook in the banking and accounting industries on the future of global banking, which has sold more than 50,000 copies. The marketing campaign for a second such eBook, Mobile Banking: Financial Services Meet the Electronic Wallet, was named a finalist in the 2013 PR News Digital Awards. She served for three years on the board of directors for the Financial Women's Association and four years on the board of directors for Plays for Living, a non-profit organization that uses live theater to help corporations address sensitive HR and social issues.

“"People take in information in different ways and at different times, and if you want to make an impression, you need to cover the various channels that are important to your audiences.””

Jackie Kahle
Vice President of Research and Content Marketing, CA Technologies

Jackie Kahle is a 30-year IT industry veteran, holding senior management positions in marketing, business development and strategic planning for major tech companies including Hewlett-Packard, Compaq and Gartner. She manages the strategy and execution of CA thought-leadership programs. She has an MBA from the Whittemore School, a BA in mathematics and is the Vice Chair of the NH State Council on the Arts. To read Jackie’s thought leadership updates, follow her on Twitter @jackiekahle or at linkedin.com/in/jrkahle. 

“"We are very focused on aligning content to the buyer’s journey and making sure it is speaking to the issues and challenges our customers are facing."”