Dana Salman, Director of PMM

 
 

Dana Salman is a Senior Product Marketing Leader specializing in B2B SaaS and services with over 18 years of experience in developing and implementing B2B marketing strategies. This includes expertise in product positioning, messaging, GTM, product launches, content, and marketing asset creation across various customer segments to grow brand awareness and optimize customer account acquisition and retention.

Years of experience • 18+ years

Location • Toronto (EST, GMT-5)

Follow Dana• LinkedIn

Quick Facts

Past Companies

Industry Experience

  • B2B SaaS

  • Computer Software

  • Telecom

  • Analytics & FinTech

  • Enterprise SaaS

  • FinTech, Financial Services

  • Information Technology and Services

Areas of Expertise

  • GTM Strategy

  • Brand Strategy

  • Customer Journey Map

  • JTBD

  • Messaging Testing

  • Messaging/Positioning

  • Personas

  • Sales Enablement

How can Dana help

    • Ideal Customer Profile (ICP)

    • Positioning

    • Messaging

    • Objectives

    • KPIs

    • Marketing Plan (Channels and Tactics)

    • Customer Journey Map

    • Budget and Resources

    • ICP and Personas

    • Brand Voice

    • Core Values

    • Positioning

    • Messaging

    • Customer Interviews

    • Team Interviews

    • Brand Guide (in collaboration with designer)

    • Content Audit

    • Competitor Content Audit

    • Content Pillars

    • Content Goals and KPIs

    • Personas and Audience

    • Content mapping to customer journey

    • Content Brief Template

    • Editorial Content Calendar

Project: Launching a Cloud Business Phone for Small Business

Dana was the first Marketing hire and grew the Marketing team to 5 (writer, designer, coordinator and 2 developers) to build the babyTEL (now Cloudli) brand and assets, support the sales team, generate leads, increase customer acquisition and revenue, and acquire channel partners.

  • Created marketing and communication strategies for B2B and B2C VoIP product launches.

• Developed and launched digital campaigns (Google, banner and LinkedIn ads, landing pages, conversion rate optimization), generating over 4,000 new users representing $108,000 added annual revenue.

• Optimized web copy (SEO), responsive web design, user signup flow, and interface and managed the design and development team to implement optimized signups and webpages to meet company KPI's.

• Developed babyTEL blog, social media, and email newsletter strategy, managed and curated weekly email newsletter with tech and business articles for 5,000 customers and partners with 34% open rate.

• Developed babyTEL University from specs to launch, an educational portal for over 450 babyTEL partners to learn about babyTEL services.

What people say about Dana

“I have worked with Dana at Tyk for some time and I really enjoy working together.

Dana is results and data driven and always pushes for that extra % in Demand-gen results. Every campaign that Dana manages is so creative with a great process of project management incorporated for the team to follow.

Dana is also an amazing colleague to work with and I have been lucky enough to learn so much from Dana in such a short time, from conversions, optimisation, campaign reporting, nurture, processes and project management. Dana is also so kind, helpful and supportive and an amazing team leader too.”

PAUL COOPER
Head of Marketing Platforms and Campaigns at Tyk

“Dana was a pleasure to work with on the client services team at Aggregate. She is a competent and empathetic account director who makes a point of overdelivering in terms of work, and responding to client concerns on a human level. Though professional and detail-driven, Dana is one of those people who is excellent at putting humans first, at making colleagues and clients feel seen and understood, and at seeking ways to collaborate and communicate with those around her.”

NANCY SMAY
Brand Strategy | Content Development

“When it comes to B2B marketing, Dana is a force to be reckoned with. She is not one to passively nod her head. Rather, she listens intently, speaks up respectfully, and when she does, she's offering profound insight that would've otherwise been left on the table. She is the rare type of marketer who advocates ruthlessly for the sales side of the house, and who knows how to build symbiotic, mutually respectful relationships with sales leaders in industries that may not typically love or respect marketing innately.

At our firm, Dana has brought extraordinary value to our team as a former in-house marketing leader, someone who has sat in our clients' very difficult shoes. She embodies what it means to be empathetic, both to the challenges and pain points of our clients and their customers, but also to her teammates. She is a team player who is consistently willing to step up to make sure that her colleagues are set up for success and that her clients are nothing short of satisfied.

In a world filled with talented marketers, Dana is one who you actually WANT to work with. She is loyal, she commits to her word, and when things get tough, her ability to remain calm and empathetic is contagious to those around her. A team led by Dana is a team in good hands.”

SAM MALIK
CEO at Notable | Brand Strategist

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