How Breathe's CMO Transformed HR Software Marketing for SMBs
by Elena Bersadschi
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What you'll discover
when watching Elena's story
- Focus on revenue as the ultimate marketing metric, while using appropriate leading indicators for different marketing functions.
- Invest in developing your marketing team's skills and foster collaboration to elevate overall team performance and output.
- Leverage AI strategically to scale content production and research, while still maintaining human oversight and editing.
- Build brand awareness through consistent messaging across the entire organization, not just marketing efforts.
- Diversify marketing channels and touchpoints to capture leads throughout the complex modern buying journey.
- Conduct thorough research and set clear hypotheses before testing new marketing channels or initiatives.
- Tailor content strategy to evolving customer needs by regularly interviewing customers, prospects, and partners.
Meet Elena Bersadschi - CMO @ Breathe
Elena Bersadschi is the Chief Marketing Officer (CMO) at Breathe, an HR software for small and medium businesses in the UK.
Elena’s journey into marketing was serendipitous. She initially studied finance in Moldova but discovered her passion for marketing during an exchange in the US.
After returning home, Elena made the bold decision to switch from finance to marketing, a move her mother still hasn’t forgiven her for.
At Breathe, Elena leads marketing efforts for an HR solution serving businesses with up to 250 employees. Her team focuses on automating mundane HR tasks for overwhelmed HR managers and business owners.
Elena brings a data-driven approach to marketing, leveraging her finance background. She emphasizes the importance of measuring everything in content marketing and believes in investing in team development to elevate overall performance.
Check out Elena Bersadschi's thoughts on marketing strategy
When it comes to creating effective content, Elena shares:
"If you’re producing something, you need to measure it. The reality is, everything is measurable—especially in content. If you don’t see results, that’s a clear sign."
She also shares about how marketers should use AI:
"The key is to collaborate with AI rather than let it control your life or professional output. It helps take care of admin tasks—the most tedious parts of content creation."
And what’s the most important marketing metric:
"When it comes to identifying the ultimate metric, it’s revenue. As a marketing team, you’re not just driving leads or trials—you’re driving the bottom line."
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