Carla Safigan
Verified Expert in Marketing
Marketing Expert
Denver, CO, United States
Toptal member since October 30, 2024
Carla is a results-driven global marketing leader with expertise across B2B marketing disciplines. She builds high-performing teams and strategies, leveraging deep experience in product and growth marketing and marketing operations. Carla has led multiple companies from early-stage to successful exits—including acquisitions by Veritas, Atos, and Ingram Micro. She is an expert in marketing technology, including SEO, ABM, CRM, customer data platforms, AI, automation, project management, and SaaS.
Project Highlights
Expertise
- B2B Marketing
- Digital Marketing
- Go-to-market (GTM) Strategy
- Growth Marketing
- Marketing Analytics
- Marketing Operations
- Marketing Plans
- Product Marketing
Work Experience
VP of Marketing
NEOGOV
- Developed a high-impact event strategy, prioritizing high-value events to achieve a 10% ROI and reduce overall show costs by 15%.
- Built a demand generation function that drove 50% ARR growth over three years, with a 20% annual increase in key marketing goals.
- Established a product marketing function that scaled the team from supporting two products to managing 25 products across two platforms.
- Boosted conversion rates by 72% by designing and implementing a marketing-to-sales lead handoff process.
- Delivered 4+ major thought leadership reports annually. Built concepts, evaluated data, and created research and survey tools. Analyzed data findings to identify trends and insights to create content, achieving the highest historical content results.
- Consolidated five automation systems into one, enabling the 1st-ever accurate marketing activity reporting.
- Executed comprehensive segmentation analysis leveraging firmographic, location-based, account value rating, and organizational structure data to optimize targeting and enhance the efficiency of marketing efforts.
- Merged two large customer events into a single event, with a successful growth in attendance of 10%, partner sponsorship revenue increase of 40%, and attendee satisfaction of 8%.
- Achieved a 50% increase in coverage in target publications—including Wall Street Journal and NPR’s Marketplace—by implementing a strategic communications and PR plan focused on key media and association influencers.
- Improved CAC payback from 14 to 8 months by revising a core product's digital marketing program.
Head of Global Growth & Digital Marketing, Financial Services
Atos
- Achieved 500% ROI in the first year by launching a global cybersecurity account-based marketing (ABM) multi-channel program that leveraged intent data with targeted ads, messaging, and email campaigns.
- Generated a $200 million pipeline within six months after launching a new blockchain product platform.
- Led the global center of excellence for financial services growth and digital marketing, mentoring leaders in digital marketing skills. Identified successful growth programs and adapted them in each market to maximize impact across global markets.
- Collaborated with partners to launch marketing programs, leveraging partner market development funds (MDF) to cover 40% of the digital marketing budget.
- Led qualitative research on a beta customer network to identify the unique value proposition, key benefits, and pain points and support the successful launch of a blockchain platform by crafting a comprehensive launch messaging kit.
Head of Growth & Field Marketing Programs, UCC Division
Atos
- Promoted from leading North America to overseeing a global team across 17 countries. Reorganized operations to leverage regional strengths, driving greater consistency and performance worldwide.
- Led the team through the merger and subsequent downsizing challenges, reducing the team structure by 62%. Improved performance post-reduction by maintaining a laser focus on key goals—increasing key marketing metrics by 7-15%.
- Increased conversion rates by 27% in a high-difficulty account base by executing an ABM program with highly targeted messaging and a strategic focus on buying teams for a B2B SaaS product.
- Gained a 10% boost in free trial conversions to paying customers by implementing a product-led growth strategy alongside a direct-to-customer nurture program.
- Improved win rates by 10% by forging strategic relationships across nine global business units and customizing go-to-market (GTM) strategies.
- Replaced a process using the marketing automation platform with a sales automation system for lead follow-up, reducing dropoffs in the handover from marketing to sales by 20%.
- Collaborated with partner leadership to supplement marketing budget, leveraging partner MDF to cover 25% of the growth and field marketing budget globally.
- Conducted global market research to evaluate market share, growth opportunities, and customer base strength, identifying key pain points to design a global campaign structure that maximized reach and impact.
- Owned the global events strategy for the UCC division, overseeing major events budgeted at over $700,000 yearly.
- Led the execution of a global partner show in Budapest with 500 attendees. Owned the content, the show logistics, and the budget.
Director, North American Growth & Field Marketing, UCC Division
Atos
- Enhanced the pipeline by 45% by customizing benchmark marketing programs derived from global and regional initiatives for communications SaaS solutions.
- Reduced the internal cost of sales by over 10% and improved campaign efficiency by 25% by leveraging data insights to optimize underperforming campaigns.
- Partnered with the global accounts team to access 21 active projects and developed an ABM program with targeted messaging, boosting account engagement and shortening the sales cycle.
- Enhanced lead quality and sales efficiency by 15% by implementing a new marketing automation system and lead scoring model.
- Collaborated with partners to support regional events, leveraging partner MDF to cover 60% of the events and field marketing budget.
- Evaluated market opportunities, customer base strength, competitive positioning, and value proposition alignment across North American industry markets to identify and prioritize the top five industries for strategic focus.
- Developed comprehensive customer journey maps for each ideal customer profile and their corresponding buying teams to ensure a successful product launch. Designed a demand generation and content strategy to support the customer journey seamlessly.
- Managed the largest North American event, introducing an innovative customer appointment strategy that facilitated cross-selling opportunities and delivered the first-ever show ROI.
Senior Director of Product Marketing
Neustar
- Overhauled product messaging to adopt a solution-based approach, emphasizing the unique value proposition, addressing key pain points, and highlighting benefits tailored to each ideal customer profile.
- Increased inbound traffic by 20% and inbound leads by 24% by revamping the product section of the website to align with updated messaging, incorporating enhanced calls to action and an optimized SEO strategy.
- Conducted research and customer analysis to identify the media preferences of our ideal audience. Developed and implemented targeted social media strategies that increased followers by 150% and brand influence by 75% within six months.
- Conducted targeted qualitative research to uncover the value derived from our product by a specific global customer segment of fewer than 300 accounts, enabling the development of a more relatable and resonant solution-based messaging structure.
Director of Product & Growth Marketing
Parallels International
- Launched software into the enterprise market- leveraging market, competitive, and qualitative research with early adopters to develop a GTM strategy and impactful messaging and positioning. Successfully met aggressive revenue targets within 5 years.
- Achieved all targets within five years by collaborating closely with the CFO and investors to establish key metrics for a successful exit strategy, leading to the creation of the Odin business unit, later acquired by Ingram Micro.
- Grew the product from $0 to $100 million in revenue within five years by transitioning a niche product from a specific industry sector into the broader enterprise market.
- Secured a 15% market share in the rapidly growing cloud infrastructure sector by launching a cloud infrastructure platform along with a comprehensive website, a messaging kit, analysis tools, sales enablement, and documentation.
- Created and owned GTM strategy, messaging, demand generation, PR, analyst relations, social media, and digital marketing. Built data sheets, white papers, TCO/ROI, presentations, and web content—guiding customers through the buying process.
- Increased IDV coverage by 50% after managing analyst relations and strategic briefings, working closely with a renowned Gartner analyst to shape industry coverage, culminating in creating a new Gartner Hype Cycle.
- Devised a 2-tier North American distribution model, establishing a robust reseller program and successfully training 600 partners.
- Expanded press coverage by 200% over three years through targeted media outreach and positioning strategies.
- Boosted conversion rates by 40% by leveraging advanced analytical tools and implementing targeted programs to drive demand generation.
Product Line Manager
Veritas Technologies
- Directed product lifecycle management for a $20 million global software product line, including the creation of roadmaps, overseeing the MRD and PRD processes and managing an $11 million budget with full P&L accountability.
- Led the high-level product marketing and GTM strategy, developing comprehensive roadmaps and conducting in-depth business case analyses.
- Managed six product editions, overseeing projections and a 3-year business plan that played a key role in facilitating Veritas's acquisition of Precise Software.
- Established engineering investment ratios for new development, bug fixes, and special projects to optimize resource allocation and project efficiency.
- Increased revenue by 25% in a single year through strategic initiatives. Restructured the distribution model and expanded the reseller channel, driving 200% growth over two years.
- Served as a key team representative in developing the integration and GTM strategy for post-merger product alignment.
Strategic Product Marketing Manager
KeyBridge
- Played a pivotal role in launching a new business concept, guiding the product GTM and launch—from the funding and business plan stage to a fully operational and functional company.
- Developed comprehensive messaging, content, and sales enablement materials for four core products within a year.
- Pioneered demand generation efforts for the first time to drive revenue in this Washington, DC-based business during the September 11 crisis.
Project History
Customer Acquisition Cost (CAC) Payback
https://1drv.ms/b/c/5424c4f57858aed1/Eb6ReDtxpPtKoRlY9U5k1_QB_UJHYPp1m6hrga0rgFZ8Cw?e=VHOjnYAchieved a 43% reduction in the CAC payback period from 14 to 8 months.
For a more complete project recap, please see the Project URL.
PROJECT BACKGROUND
• Company: NEOGOV
• Product: SaaS Software
• Program: Capterra Paid Lead Program
• Markets: All industries, with a focus on a target addressable market (TAM)
PROJECT OBJECTIVE
Increase marketing investment efficiency to fund additional marketing programs.
ANALYSIS
Although the program was well-received by Sales for generating significant top-of-funnel activity, we needed a comprehensive evaluation to identify opportunities for improving its efficiency. A full review of the current program revealed that prospects outside the TAM contributed 62.5% of the overall cost and activity while yielding only 8.3% of the overall results.
PROGRAM RELAUNCH
We relaunched the program with a focused approach, targeting only our ideal customers within the TAM. Each customer received a personalized experience, including tailored ads, messaging, and a complete journey with specific supporting content.
PROJECT RESULTS
• Overall program metrics
• Overall costs were reduced by 60%.
• Cost per opportunity decreased by 40%.
• The number of opportunities increased by 20%.
• Opportunities won increased by 17%.
• The payback period improved by 43% from 14 to 8 months.
Marketing Activity Transition to Sales
https://1drv.ms/b/c/5424c4f57858aed1/EVGS0dsQ_xRPlFVJL4m7luwBhx0gvH54nZ35PX5XivoWgw?e=VCKl0DImproved the process for handing off leads to sales, increasing the conversion rate by 72%.
For more project details, please see the project URL.
Every marketing and sales process has critical inflection points where leads are transitioned to new owners. When these transitions are not managed effectively, they can result in significant, avoidable drop-offs.
The objective was to evaluate, improve, and optimize this process.
COMPANY
NEOGOV
EVALUATION
The CRM and automation systems were not configured to handle multiple leads for the same target prospect. Given our limited Total Addressable Market (TAM), this capability was essential for cross-selling 25 products to duplicate contacts.
Additionally, the system provided insufficient information for effective follow-up on leads.
PROJECT COMPONENTS
• Implemented significant marketing automation and CRM system updates to support a new process for tracking product-specific inquiries.
• Developed templates and established precise requirements and processes for transferring marketing program information within each lead record.
• Automated the handoff process from marketing to the inside sales team members responsible for follow-up.
PROJECT RESULTS
Pre-process conversion rate MQL to SQL: 6.5%
Post-process conversion rate MQL to SQL: 11.2%
Improvement: 72%
Marketing Team Optimization
https://1drv.ms/b/c/5424c4f57858aed1/EbWZslMxndhIih1eBaPtwY8B3-Xj9ajw3_sfmy_uqbnsgQ?e=scRmeiReorganized the team to handle 3x the workload previously possible.
For more project details and other project benefits, please see the Project URL.
PROJECT BACKGROUND
• Company: NEOGOV
• Inheriting teams from two legacy company acquisitions, responsible for covering products from those acquisitions and three additional acquired companies. With an ambitious goal of increasing ARR by 50%, optimizing team operations for greater efficiency and higher output was essential.
PROJECT PROCESS
• Research and work to build a successful team.
• Current state of marketing output evaluated. Core market ng messaging is estimated at a 3-year completion time.
• The current skills of the current marketing team were evaluated.
• Required organizational structure designed.
• Team members moved to appropriate roles.
PROJECT RESULTS
In the legacy organization, it was estimated to take three years to achieve the core messaging alone.
In the new organization, the core messaging was achieved in one year, a 3X improvement. The impact extended further, including updates and supporting growth and team projects.
Thought Leadership Project | Market Research & Analysis
https://www.neogov.com/hubfs/Content/NEOGOV-2022-Quiet-Crisis.pdfLed survey, analysis and report development for a thought leadership series, achieving the highest response rate of any content piece.
Company: NEOGOV
BACKGROUND
Each year, NEOGOV analyzes internal data and conducts surveys with hiring managers and job seekers to produce a thought leadership report on hiring trends in the public sector.
PROCESS
• Data Discovery: Carla led the internal data discovery process, analyzing data to identify key trends and formulating critical questions for the survey.
• Survey Development: She designed targeted surveys for hiring managers and prospective applicants, gathering insights to create a comprehensive thought leadership report.
• Data Analysis: Carla detailed the survey data, deriving key takeaways and actionable insights for the final report.
• Report Production: Carla collaborated with creative teams to bring the report to life.
RESULTS
In 2022, this report achieved the highest response rate of any thought leadership content piece in NEOGOV’s history. It was further promoted through a webinar, which significantly boosted the marketing pipeline. Subsequent reports in 2023 and 2024 delivered similar successful results.
Select here to review the report:
Neogov.com/hubfs/Content/NEOGOV-2022-Quiet-Crisis.pdf
ABM Multi-channel Growth Program
https://1drv.ms/b/c/5424c4f57858aed1/ERC5tGy06z9IrzElv6VUG8cBO-bqDGWxk7ETeWdh9kCzqg?e=mqbCDRExecuted a customized multi-channel ABM program for a cybersecurity product launch yielding 500% ROI.
PRE-PROJECT BACKGROUND
COMPANY: ATOS
With the launch of a cybersecurity product and service, we needed a highly targeted program to build a pipeline and drive sales engagement in an environment where our sales team has many product options to prioritize. To capture their attention, we focused on generating highly qualified, engaged prospects within a specific list of target accounts, ensuring leads that met strict criteria for follow-up, including a likely deal size in excess of $60,000.
PROJECT COMPONENTS
Channels used: Intent data, digital ads, LinkedIn ads, and email.
• Identified and verified a global list of 320 accounts to target.
• Validated internal data to support a marketing effort for these accounts.
• Created a complete content strategy to cover the buying journey and executed the deliverables. Content included pain-point-specific messaging, ads, infographics, data sheets, videos, case studies, testimonials, value-based white papers, and a risk assessment calculator.
RESULTS
Through this well-designed, conservative investment program, 13 highly qualified high-value opportunities were generated, winning seven. Within a year, the program yielded a 500% ROI.
For a complete project recap, please see the project URL.
Transitioned Niche Product to General Enterprise Product
https://1drv.ms/b/c/5424c4f57858aed1/EdU5pLwskplPoY3mp7X14MoBe25lFbeVbkt9yQmipVwZOA?e=uV6z6SBuilt GTM and product marketing to support ARR growth from $0 million to $100 million in five years.
COMPANY
Parallels
BACKGROUND
Parallels’ virtualization software was initially highly successful in a niche market, serving internet services and providers. To drive expansion into the broader enterprise market, the company hired me to lead the product marketing initiative.
MARKET ENTRY
A framework was developed to support phase-one customer acquisition:
• Conducted extensive market research and competitive positioning.
• Facilitated interviews with SMEs, including market analysts and influencers, to gather insights.
• Developed an initial GTM plan.
• Created a foundational value proposition and messaging kit.
CROSSING THE CHASM
Through extensive interaction, customer feedback, and ongoing qualitative research, we refined our GTM strategy and marketing messaging. As both the product and messaging matured, subsequent waves of early adopters began purchasing the software. A clear buying pattern emerged, allowing us to capitalize on these insights for further success.
RESULTS
After five years of dedicated focus and collaboration across product management, engineering, sales, and product marketing, we achieved our goal of $100 million ARR.
For a detailed description, please refer to the project URL below.
Education
Master's Degree in Business Administration (MBA)
George Mason University - Fairfax, VA, USA
Bachelor's Degree in Communications
University of Iowa - Iowa City, IA, USA
Certifications
5 Voices Certification
GiANT University
Atos: Leading in the Digital Age (LIDA)
Harvard Business Publishing Corporate Learning
Skills
Core
Marketing, Product Marketing, Digital Marketing, SEO Marketing, Marketing Mix, Drip Marketing, Web Marketing, Go-to-market (GTM) Strategy, Marketing Operations, Marketing Analytics, Marketing Budgeting, Account-based Marketing (ABM), Email Marketing, Marketing Automation, Search Engine Optimization (SEO), Strategic Marketing, Content Marketing, Content Strategy, Audience Targeting, Market Research & Analysis, Growth Model, Growth Hacking, Marketing Strategy, Performance Marketing, Lead Generation, Conversion Rate Optimization (CRO), LinkedIn Marketing, Copywriting, Marketing Leadership, Funnel Optimization, Digital Marketing Strategy, Omnichannel Marketing, Public Relations (PR), Brand Marketing, Branding, Social Media, Search Engine Marketing (SEM), Influencer Marketing
Platforms & Tools
Triblio, Demandbase, Salesloft, Eloqua, Marketo, Pardot, BrightEdge, Asana, Google Analytics
Business Models
SaaS, SaaS Product Marketing, Business to Government (B2G), B2B
Other
Management, Growth Marketing, Messaging, B2B Marketing, Marketing Plans, Lead Marketing, Sales & Channel Enablement, Marketing Management, Outreach, Communication, Visual Communication, Remote Team Leadership, Team Leadership, Team Building, Team Management, Analytics, Strategic Planning, Media Relations, Sales Enablement, Marketing Metrics, Reporting, Global Digital Marketing Strategy, Product Branding, Analyst Relations, Partnership Marketing, Market Research, P&L Management, Budget Management, Marketing ROI Optimization, Customer Acquisition Cost (CAC), Leadership, Resource Allocation, B2B Lead Generation, Growth Strategy, Customer Journey, Presentations, Reports, Marketing Reports, Customer Acquisition, Dashboards, Data Analysis, Multi-channel, Competitor Analysis & Profiling, Qualitative Analysis, Quantitative Analysis, Outbound Marketing, Events, Event Planning, Event Management, Focus Groups, Journey Mapping, Survey Development & Analysis, User Journeys, Paid Media, Lead Nurturing, Salesforce, Partnerships, Press Releases, Event Marketing, Organizational Structure, Act-On, Brand Identity, Sales & CRM Platforms
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