Innovative and Tailored Go-to-Market Strategies for SaaS Marketing
by Karen Roberto
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What you'll discover
when watching Karen's story
- Continuously evolve and innovate in marketing and products to stay competitive, especially in the fast-paced technology industry.
- Understand the specific inflection points and opportunities in your market to provide unique value to customers.
- Develop targeted go-to-market strategies for different customer segments.
- Conduct qualitative and quantitative research to validate and evolve buyer personas, understand their pain points, and map solutions to their needs.
- Focus on revenue-driven metrics across the full customer journey, from lead generation to closed deals, rather than siloed marketing metrics.
- Invest in building a strong brand identity and consistency across all touchpoints, as it guides messaging, positioning, and product roadmap.
- Empower and grow your marketing team by providing opportunities for skill development, specialization, and cross-functional collaboration.
Meet Karen Roberto - Vice President of Marketing @ Genea
Karen Roberto is the Vice President of Marketing at Genea, a smart building management software company.
With over 15 years of experience in software and tech marketing, Karen has held leadership positions for the past 8 years.
Karen was attracted to Genea because of the company’s innovative products. This provided Karen the opportunity to contribute to the smart building industry at a critical point in the industry.
At Genea, Karen leads go-to-market strategies, demand generation, and branding efforts across the company’s multiple products.
Karen is passionate about building and empowering her team, attracting top talent, and helping them grow in their careers. She believes in the importance of lifelong learning and encourages aspiring marketers to stay curious and continuously educate themselves
Check out Karen Roberto's thoughts on content marketing
When it comes to creating engagement using marketing, Karen shares:
"Creating engagement is all about providing value and relationship building. It's understanding how your audience likes to engage and where they are in their journey. Today's consumers are hit with non-stop messaging, so finding the balance is critical for engagement."
She also shares about how to keep your brand fresh over time:
"You constantly have to check your target segments and brand identity to match the inevitably evolving landscape. Pressure testing those will almost always drive key strategic insights that challenge you to drive the market forward in its latest iteration."
She also shares about how to keep your brand fresh over time:
"Marketers can leverage AI by automating repetitive tasks, building and enhancing key outlines, and using it to personalize content and campaigns.
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