Experts

Kristina LaRocca-Cerrone

Director, Advisory

Kristina LaRocca-Cerrone helps enterprise marketers better understand how B2B buyers buy, and how marketing can target buying groups through content, and in partnership with Sales. This includes topics like: how buying groups research potential suppliers and make purchase decisions (including account growth), how to align content to the buying journey, how to drive demand and arm sales for success, and how marketing and sales should partner to support the customer journey and build customer understanding.

Previous experience

Prior to joining Gartner, Ms. LaRocca-Cerrone was the Instructor of marketing in the private college sector, and in student learning assessments/back to work rehabilitation in the public college sector. Her primary research experience includes, focus group, IDI, and survey design targeted at understanding small-to-midsized businesses.

Professional background

CEB

Executive Advisor

PTC College

Curriculum Development Lead

PTC College

Instructor - Business Administration, Marketing, Office Administration

Areas of coverage

Marketing Organization and Talent

Content Marketing and Management

Customer Acquisition and Retention

Customer Understanding and Marketing Execution

Marketing Operations

Education

B.A., Philosophy, University of Toronto

B.A., English, University of Toronto

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Top Issues That I Help Clients Address

1B2B Buyer Insights: How large-enterprise buyers research and make decisions regarding vendors and suppliers.

2B2B Buyer Personas: How to create actionable buyer personas designed to drive marketing and CX outcomes

3Lead Management and Sales Enablement: Customer journey mapping, partnerships between marketing and sales.

4Content Marketing: Identifying credible content terrain, tactics for ensuring content breaks through to different audiences, customer journey mapping and mental modelling. Also virtual events/ webinar

5Marketing Org and Operations: How marketing org structures drive efficiency and effectiveness, trends in org structure and operations