Kristina LaRocca-Cerrone

Sr Principal, Advisory

Kristina LaRocca-Cerrone helps enterprise marketers across industries better understand their small business customers and prospects: How small business owners behave, and how they buy from, research, and recommend vendors and suppliers. Specifically, Ms. LaRocca-Cerrone's areas of expertise include small business owner pain points, marketing trends in the B2(small)B segment, tactics for reaching owners through emerging channels, improving the digital experience, shoring up holes in the research funnel and improving small business customer retention and loyalty and more. She is a practiced public speaker with experience facilitating webinars, live meetings, large-scale conferences and workshops.

Previous experience

Ms. LaRocca-Cerrone's previous work experience includes instruction (at college level) in marketing, business administration and office administration in the private college sector; curriculum development for private education; work in partnership with the WSIB to facilitate return to work/career retraining for injured workers in Ontario, management and administration of college campus (curriculum development, marketing, hiring and employee development, student relations, general oversight of campus).

Professional background


Executive Advisor

PTC College

Curriculum Development Lead

PTC College

Instructor - Business Administration, Marketing, Office Administration

Areas of coverage

Content Marketing and Management

Demand Generation and Sales Enablement

B2B Buyer Insights


B.A., Philosophy, University of Toronto

B.A., English, University of Toronto

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Top Issues That I Help Clients Address

1Understanding the Small Business Buyer: SBO pain points, attitudes, and behaviors in engaging with suppliers. How to breakthrough to owners, increase acquisition and account growth, drive retention.

2B2B Buyer Insights: How large-enterprise buyers research and make decisions regarding vendors and suppliers.

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

5Emerging B2B trends: For both small business and large-enterprise markets - how customers are changing, and how marketing teams should adapt to those changes.