Karen specializes in researching, writing, and producing content about digital marketing strategies and technologies across a wide range of vertical markets, including travel, retail, B2B, financial services, healthcare, and e-commerce. She also has excellent communication, interviewing, and networking skills, which she has used to procure a wide range of webinar and in-person conference SMEs for speaking opportunities. Karen is adept in WordPress, Adobe Acrobat, and MS Word, Excel, and PPT.
Karen's expertise and interest focus on how technology improves marketing efficiency. She has covered marketing disciplines including customer acquisition, customer retention, B2B demand creation, B2B lead generation, data hygiene, account-based marketing, paid and organic search, social media, and cross-channel integration. Karen excels in communicating complex information to non-technical end users about technologies including artificial intelligence (AI), machine learning, identity resolution, SEO, PPC, customer data platforms (CDPs), digital analytics, marketing automation, digital asset management, and workflow management.
Karen has been writing about marketing strategies and technologies for more than two decades. Her publishing career began as a trade magazine writer covering lists/databases, telephone marketing, direct mail and catalog marketing. As brands began building digital properties, her expertise expanded into internet marketing and e-commerce. She led a publishing division for the well-known customer relationship gurus Don Peppers and Martha Rogers, and was a founding editor for a group of 1 to 1 magazines and newsletters. In 16 years of freelancing, she has written dozens of articles, newsletters, e-books, white papers and reports covering various marketing strategies and technologies.
Karen has worked extensively with online publishers and conference producers in the search marketing industry. Her experience ranges from producing SEM and SEO-themed webinars to authoring long-form reports on SaaS platforms providing bid management, search engine optimization and other search marketing services.
Karen has worked with a leading online travel publishing and consulting company to size travel markets across the globe, including the hotel, airline, car rental and online travel agent sectors. She has worked with foreign analysts to research and write country-level reports on the Middle East, Europe and North America.
Karen has written numerous SaaS platform profiles/product descriptions for a series of marketing technology buyers guides that help in-market brand marketers evaluate and choose the platforms that best meet their business needs. These three page profiles or product descriptions include product overviews, target markets, target customers, key product features, and integration/onboarding/customer support information for prospective SaaS buyers.
Karen has produced dozens of sponsored webinars that showcase the thought leadership of the sponsoring SaaS software vendor in tandem with promoting the company's software. Her services include webinar abstract creation, speaker procurement, presentation development, PPT creation and live event moderation. The webinar topics ranged from Tips for Successful Account-Based Marketing to Navigating Google's Black Box Bidding to How to Get Started with Agile Marketing.
Researched and wrote a series of reports on digital marketing technologies, which included an overview of the market, industry trends, key platform features and pricing and profiles of the leading vendors in the space. The technology markets covered included call analytics, content marketing, social media, paid search, organic search, identity resolution, marketing automation and customer data platforms (CDPs).
Karen repurposed sponsored webinar content into 5-page eBooks to generate leads and grow brand thought leadership. Topics ranged from search engine optimization (SEO) and search engine results pages (SERP) rankings to building brand authenticity using customer-generated content.