Experts

Kristina LaRocca-Cerrone

Director, Advisory

Kristina LaRocca-Cerrone helps enterprise marketers across industries better understand how B2B buyers of all sizes buy: how buying groups (or individual small business buyers) research potential suppliers and make purchase decisions, how B2B marketers can better align content to the buying journey, drive demand, and arm sales for success, and how marketing plays a role in driving repurchase and growth in existing accounts. In her role with Gartner, Ms. LaRocca-Cerrone works with content marketing managers, marketing leaders, and market insights leaders to bring best-in-class practices to B2B organizations.

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

CEB

Executive Advisor

PTC College

Curriculum Development Lead

PTC College

Instructor - Business Administration, Marketing, Office Administration

Areas of coverage

Marketing Organization and Operations

Content Marketing and Management

Customer Acquisition and Retention

Education

B.A., Philosophy, University of Toronto

B.A., English, University of Toronto

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.