Amber Toal
Digital Marketer

Amber Toal

Buyer journey & customer experience mapping expert.
Work with Amber Work with a Digital Marketer

About

Amber Toal is a digital marketing strategist with strong experience in helping brands craft a prospect-to-customer experience. Her expertise areas include prospect-to-buyer journey design, digital experience mapping, buyer blueprints and profiling, behavioral targeting, and demand generation program development. Amber is also proficient in marketing automation such as Pardot, Salesforce, Salesforce Marketing Cloud (formerly ExactTarget), Infusionsoft, MailChimp, Silverpop, and ConstantContact.

Employment

3 roles
Aug 2016 - Present 9 years 9 months
Marketing Strategist
Independent

Amber provided full-spectrum strategy development and execution consulting for a diverse client base. Common objectives include establishing and growing market share, capitalizing on market opportunities, product/service launch, and increasing demand within targeted markets.

  • Created buyer journey map and corresponding channel, message, and content strategy to align marketing efforts with the buyer decision-making process for a corporate events services client.
  • Designed the go-to-market strategy for an established consulting cooperative's rebrand, including comprehensive market analysis, customer personas, channel partner initiative, website launch, and rebrand announcement campaign.
  • Developed customer relationship strategy for a financial services technology company to include full life-cycle engagement and marketing to reduce customer attrition rates and improve the on-boarding experience.
  • Delivered a competitive analysis and messaging framework to refine a workforce compliance software company's value propositions and highlight key differentiation points that buyers perceived as gaps in the market.
  • Analyzed six-month performance of paid subscriber email programs to identify root causes of high subscriber attrition. Established bench-marking and created a conversion rate optimization game plan to improve performance in three months.
Dec 2013 - Aug 2016 2 years 8 months
Director of Marketing
Afterburner, Inc.

Afterburner is a management training and consulting firm working with Fortune 500 and Global 2000 organizations.

  • Supported two pivotal go-to-market shifts with market penetration and expansion strategies delivering over 650% return on investment.
  • Designed a 12-month campaign to increase the average transaction price (ATP) of marketing-generated leads by 130%, successful execution resulted in an actual increase of 335%.
  • Developed and standardized account-based marketing strategies that included multichannel nurture tracks and dynamic sales outreach campaigns.
  • Designed prospect-to-customer journeys that aligned sales and marketing efforts, ultimately decreasing the sales cycle to five months from a historical average of six to nine months.
  • Analyzed six years of quantitative and qualitative data to identify key similarities among top customer accounts (e.g., industry, company size, role/function of primary decision-makers, type of service needed, sales activity, etc.) to identify five ideal buyer types that would ultimately guide all business development initiatives.
  • Designed and executed content marketing program to deliver high-value, actionable leadership development and performance improvement resources to global leaders across a diverse channel mix (e.g., email, website, social, events, retargeting, collateral, etc.).
  • Directed website overhaul to include modern, minimalistic design, dynamic content rendering, and seamless integrations with Salesforce CRM, Pardot MAP, and other key platforms used in daily operations.
Dec 2012 - Dec 2013 1 year
Digital Marketing Coordinator
Afterburner
  • Led the tactical execution of lead generation and sales enablement campaigns to achieve quarterly & annual marketing goals.
  • Supported marketing initiatives and edited marketing material.

Education

Jun 2016 - Jul 2016 1 month
Certified Agile Marketing Specialist (CASM), Certified Agile Marketing Specialist (CASM)
Agile Marketing Academy
Aug 2007 - Dec 2012 5 years 4 months
B.A. Journalism, Public Relations & Marketing, Communications
Georgia State University

Portfolio

7 items