Hi, I’m Robyn Hatfield.
If you know me, you know I love marketing technology. I live and breathe email marketing and marketing automation. I am like a kid at Christmas when I get to try out a new marketing technology tool.
I started my career in IT Consulting with Accenture. At Accenture, I had the opportunity to be around some of the best and brightest in consulting and Corporate America. I helped companies such as NationsBank/Bank of America acquire and merge their information technology systems and processes. At Accenture, I learned how to quickly identify a problem, identify solutions, and implement. I later found out how valuable this was.
Since my early consulting days, I have had many different types of jobs and careers. I have worked as a Financial Advisor and a Financial Analyst. I have started and sold two companies.
In 2011, I started my sales career in Enterprise B2B sales as a business development professional then moved to leadership. I was good at building relationships. But when it came to closing sales, I was mediocre (at best). And I wanted to be a top performer.
I had always loved marketing and sales. So, I dug deeper into ways to help me generate more leads and nurture my existing leads.
I wanted to create a system that pulled more people into my sales pipeline and that moved them through the sales stages to become buyers.
I had 1400 companies that were in my area that I saw as clients. While most salespeople chase after larger prospects, I always felt like the smaller companies were willing to pay for a better service and weren’t as concerned with squeezing margins.
But chasing after 1000 small companies was near impossible.
That’s when I discovered email and marketing automation.
I created a database of all the companies. I visited companies in-person and called them. I then followed up with them using both an email series as well as regular mail.
I automated every piece. I created lead magnets. I researched and wrote white papers, eBooks, and case studies specific to my target market.
I marketed the hell out of everything I could.
And even with mediocre sales ability, I started to rank in the top 5 every year for my company (out of 1800+ offices).
I didn’t market for advertising awards.
I didn’t market to have pretty stuff.
I marketed to get the most return on investment. I marketed to get the most return on my time.
And email did it for me. To say that I fell in love with email marketing is an understatement.
Now that I have focused my career on email marketing and marketing automation for the last 6 years, my techniques and strategies have changed. I use more advanced tools. I get the help of copywriters, designers, and more.
But my focus has always been and will always be on the return of investment of the campaigns.
And that’s why I love helping companies MAX OUT THEIR ROI by using email marketing and marketing automation!
On a personal note, here are a few pics of my spoiled rotten little pups.