Eric MacColl

Demand Gen Advisor and Marketing Consultant

2022

Advise and consult high growth B2B SaaS companies on demand generation strategy including digital advertising, marketing and sales operations, analytics, lifecycle marketing, ABM, SEO and content marketing. Clients include: Secure Code Warrior, Brightwheel, Hologram, Dovetail, Parspec, CodeSee, Storyblocks, Osano, Agent IQ, Syndesus, Pyn, Buxton Analytics, Mural, Adeptia, Pave, Anrok Tools: Hubspot, Marketo, Salesforce, Ortto (Autopilot), Google Analytics, 6Sense, DemandBase, Segment, Heap, Google Adwords Certified, Social Media Advertising (Facebook + LinkedIn), Clay

Fractional Head of Demand Gen and Operations

2023

Angel Investor

2022

Wynter is a target market research platform for B2B SaaS, helping companies with message testing and customer research.

GTM Marketing Consultant

2022

621 accelerates growth with fractional CMOs and experienced marketing operators.

LP and Advisor

2021

MKT1 Capital is a new $5M+ fund founded by marketing leaders, Emily Kramer & Kathleen Estreich. We invest in $100-$250K in Seed & Series A SaaS startups who want help building their marketing function.

Member

2023

Contributor and thought leader in a community for marketing professionals focused on demand generation.

Head of Demand Generation, Enterprise and Cloud

2020 - 2022

Team Lead, Customer Lifecycle Marketing

2019 - 2020

Senior Manager, Enterprise Demand Generation

2017 - 2019

Marketing Automation and Operations Consultant

2017 - 2017

Demand Generation Product Marketing Manager

2016 - 2017

I joined Lyft's product marketing team to create the marketing foundation and go-to market strategy for Lyft's Enterprise business (corporate travel, healthcare, senior living). Key accomplishments: - Launched and designed the first Enterprise landing page - Developed the demand gen model with lead scoring, lead routing, and email nurture - Created all lead and customer marketing journeys using Autopilot - Built, launched, and optimized digital marketing campaigns and landing pages to generate new leads and MQLs - Warmed up key target accounts through ABM ads and content syndication as well as gained trust across the corporate travel market with key content and research partnerships

Director of Marketing

2014 - 2016

Scripted was named the #283 fastest growing company in the 2015 Inc 500

Senior Marketing Manager

2013 - 2014

With new funding, I shifted from the hybrid Sales/Marketing role to a dedicated marketing role to build out our first team. With the focus on inbound marketing and using content marketing techniques, I hired our first content manager and lead gen manager in this period. I also led our website redesign, vetting 20 design agencies and working closely with Vital Design to launch our new website in early 2014. Along with our website redesign, we launched marketing automation with Marketo, and began nurturing leads with content and resources. This allowed us to invest in content syndication efforts, webinars, ebooks, and other content-centric strategies to capture inbound leads. In this period, we were able to increase sign ups for Scripted by 235%.

Marketing and Sales Manager

2012 - 2013

I joined Scripted as the first marketing and sales hire and was responsible for Scripted's initial sales growth after the company had just raised their seed round of funding. Given our limited budget, I spent most of my time optimizing email marketing tactics, sales calls, demos, SEO, and other free ways to get new customers. I continued to manage our PPC and SEO, while qualifying inbound leads and onboarding new customers. We were able to increase revenue by 291% from Q1 2012 to Q2 2013 and I closed our first 100,000+ deal. Our growth led to our Series A funding in June 2013 led by Crosslink Capital and Redpoint Ventures.

Co-Founder and CEO

2009 - 2014

After winning the Innovative Startup Award at Claremont McKenna, Golden Gate BrewTours launched their first brewery tour in January 2011. Starting with just family and friends, BrewTours became the highest rated brewery tour in the SF Bay Area with all 5 star reviews on Yelp. We expanded our tours to include a north bay tour (Lagunitas, Marin Brewing Company, Moylans), a city only tour (Speakeasy, Triple Voodoo, Thirsty Bear, Rogue, and Social Kitchen), and an east bay tour (Pyramid, Linden Street, and Drake's Brewing). We also participated in the SF Beer Week events every year, hosted a bus to the Lagunitas Beer Circus, and enjoyed serving beers with many local breweries at festivals. After almost four years of tours, I stopped running tours to focus on other career opportunities. I still have a strong passion for craft beer and hope to continue participating in beer events and blogs.