Sarah is the Senior Director of Marketing Strategy at Lucky Orange, a software company that helps businesses around the world improve website conversion rates. She is responsible for leading all aspects of marketing and communications including product marketing, brand positioning, market research, pricing strategies, and communications.

Prior to joining Lucky Orange, Sarah grew her knowledge of marketing, communications, and brand strategy through roles with a Fortune 1000 health care information technology company, a marketing agency focused on higher education, and an Air Force public affairs office.

In this episode we talked about:

• How often should a marketing team review their strategy documents?
• How should a marketing team use OKRs (Objects and Key Results) and goal-setting frameworks to leverage their strategy documents?
• What is Lucky Orange?
• How does Lucky Orange (the team) use Lucky Orange (the tool) for conversion rate optimization?
• How often should a business leverage giving out a free trial? What’s the difference between product-led growth and sales-led growth?
• How can B2B SaaS companies optimize their onboarding funnel? What’s the best way to build out experiments?
• What is a Product-Qualified Lead (PQL)?
• How often should a marketer experiment?
• And more!

You can say Hi to Sarah via email - Sarah@LuckyOrange.com

Resources Mentioned:

Measure What Matters: How Google, Bono, and the Gates Foundation Rock the World with OKRs by John Doerr - https://amzn.to/2XIMIjn