Q&A with Jeanne Hopkins, CMO at Lola.com

Q&A with Jeanne Hopkins, CMO at Lola.com
Jeanne Hopkins, CMO at Lola.com has profound expertise in data-driven, high-velocity customer acquisition and marketing organizations and inbound-based lead gen programs to support global demand for high-growth SaaS companies.

Jeanne is also the co-author of "Go Mobile"​, the #1 best-selling mobile marketing book. She has been named to Sales Lead Management Association "Top 50"​ 3 years in a row and "20 Women to Watch" in 2015/14/13 & 2011.

MEDIA 7: What inspired you to get into marketing?
JEANNE HOPKINS:
 After graduation, I took my first job in the accounting department at Baystate Medical Center. At my annual review, I was told that I was too “noisy” for an accounting department. I went on to work at Milton Bradley Company’s in-house advertising agency, MB Communications, as editor of their in-house newspaper, and later recruited to LEGO Systems to do marketing programs. I found myself at a self-funded start-up tech company in 2000, where I was running an inside sales team and building digital properties to generate leads. I moved into software, digital marketing, and lead generation at companies like MarketingSherpa, then HubSpot, SmartBear, Ipswitch (now Progress Software) – it’s all been a fantastic journey.

M7: How is agile technology transforming corporate travel around the globe?
JH:
Small and mid-sized businesses have to be fast and efficient amidst growth, and booking, re-booking, and managing business travel can seriously impede efficiency and productivity. Finance teams are trying to manage, control, and get visibility into expenditures. Travelers are trying to do their jobs and don’t have time for expense reports. And travel arrangers (executive assistants and office admins) have plenty on their plates. Finally, there are tools that are addressing these direct needs at small and mid-sized businesses. Consumers have had the ease of booking travel through sites like Kayak and big businesses can afford the services and fees associated with high-end travel agencies. But the middle segment has been left out. Now, agile tools like Lola.com are making it really easy for corporate travelers to book, re-book, and take the task of expense reports off the table. And finance teams are able to set up travel policies in minutes, and easily manage, control, and get visibility into expenditures. The corporate travel market is huge, and agile technology is making it much easier for travelers and companies all-around.


"The corporate travel market is huge, and agile technology is making it much easier for travelers and companies all-around."

M7: How does Lola.com ensure a hassle-free modern business travel experience with transparent spending for its customers / business travelers?
JH:
It’s a simple super app to use. For travelers, it has a large inventory of flights and hotels that allows users to avoid having to go between tabs or other sites to compare fares, and it saves preferences, loyalty programs, and payment options in the same place. Traveler profiles are automatically stored so users can book with one click, and the 24/7 support team ensures easy booking and re-booking due to delays and cancellations. Seriously, when someone is in the air, missing their connection due to a delay, many times, Lola.com support has them re-booked on another flight before they land.

For finance personnel, a corporate travel policy can be set up in five minutes for more control over spending, and employees automatically know what they are allowed to book. Takes the guesswork out of the booking process. All data resides in one place so there is complete visibility into travel spend. And we integrate with other tools like Expensify – receipts are automatically sent to Expensify for easy expense tracking and reporting. No messing with receipts (or missing receipts either).


"For finance personnel, a corporate travel policy can be set up in five minutes for more control over spending, and employees automatically know what they are allowed to book."

M7: What trends do you foresee in the ‘Travel & Expense Software Market’ in future?
JH:
Certainly, we are seeing “Bleisure” travel on the rise – those looking to combine business travel with leisure time. Busy people who travel with their jobs want to get the most out a business trip, and many times, even look to extend a business trip last minute to enjoy the area or do something in particular. So companies are looking for faster, agile tools that can respond to quick changes in plans. Companies are also focusing more on keeping their travelers happy and productive on the road, and don’t want them to get caught up in the red tape of corporate travel. So, the trend is simple, faster, more agile tools to make arranging and managing travel a great experience for all.

M7: As the co-author of ‘Go Mobile’, what tactics do you believe modern marketers must focus for successful mobile media marketing campaigns?
JH:  
That book was launched in 2012 and was probably ahead of its time. While at HubSpot seven years ago, I saw the growing influence of mobile search on our blog and website and wanted to make sure we recognized its impact. Today, marketers know that Google prioritizes mobile search and it is imperative to truly understand the need for content that can be delivered in a mobile setting. The ability to auto-fill a form is critical now. The ability to read your email and respond is imperative now. The ability to print from your phone is important - whether an eBook, a recipe or instructions. Your mobile device is your computer now. It wasn’t perceived as that urgent a requirement until 18-24 months ago.


"Companies are focusing more on keeping their travelers happy and productive on the road, and don’t want them to get caught up in the red tape of corporate travel. So, the trend is simple, faster, more agile tools to make arranging and managing travel a great experience for all."

M7: What is your favorite part of working at Lola.com?
JH:
The people. Transparently, everyone really values working alongside each other – all smart, motivated, driven, fun teammates who want to make Lola.com the best workplace ever.  I take a quote from Netflix on how I feel, “Loosely coupled yet tightly aligned.”

M7: What is your superpower or spirit animal?
JH:
 GSD. I just like to get stuff done. I use lists, reminders, notes, etc. to try and stay on top of all that needs to be done. More than anything, I want my team and the company to be successful. I enjoy working, and I enjoy success and - most of all - I enjoy making mistakes and sharing what I did so that others realize that you won’t die from a typo. It’s all fun and I enjoy laughing most of all (remember, I am a loud individual).

ABOUT LOLA.COM

Lola.com makes Agile Travel Management real by providing a super simple way to manage, book and report on business travel, saving employers and travelers time and money. Happy employee travel experiences within a policy can be set up in five minutes. Lola.com uses machine learning and 24/7 support to help travelers easily book trips, while empowering managers to create policies, view budgets and expenditures, and monitor their globetrotting team efficiently. Based in Boston, the company was founded in 2015 by Paul English, co-founder of the travel booking site KAYAK, and is led by CEO Mike Volpe, previously CMO at HubSpot. For more information, connect on LinkedIn, Twitter, Instagram and Facebook.

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WiCyS Partners with N2K Networks for Pioneering Cyber Talent Study

PR Newswire | January 11, 2024

N2K Networks, a leader in strategic cyber workforce intelligence, is proud to announce its partnership with Women in CyberSecurity (WiCyS), a nonprofit organization dedicated to the recruitment, retention, and advancement of women in cybersecurity. This collaboration will result in a comprehensive Cyber Talent Study that leverages skills data from the professional members of WiCyS, with an aim to deepen the collective understanding of cybersecurity competencies within the industry. A Commitment to Empowerment and Insight The study is designed to diagnose and analyze cybersecurity skills across the WiCyS professional member community, leveraging the advanced N2K NICE Workforce Diagnostic assessment. Under this initiative, N2K will provide WiCyS professional members complimentary access to the NICE Diagnostic, allowing them to assess their knowledge-area strengths and weaknesses aligned to the NICE Cybersecurity Workforce Framework. In addition to providing participants with personal insight into skills gaps and opportunities for professional development, the study will help identify commonalities in skills, potential gaps in knowledge and abilities, and other corollary findings that will provide strategic value to the entire cybersecurity industry. By delving into the talent landscape, the initiative seeks to illustrate and compare data in novel ways to establish an understanding of the alignment between member skill sets and the roles they actively occupy, as well as industry expectations of similar roles. "This partnership between N2K and WiCyS is the demonstration of our shared commitment to empower cybersecurity professionals through enhanced knowledge and understanding," said Simone Petrella, President of N2K Networks. "WiCyS brings a wealth of expertise and community building to the field, and by embracing the data-driven approaches we use at N2K, we can unlock hidden potentials, identify skill gaps, and illuminate the unique skills and talent that women bring to the forefront of cybersecurity." "What I value about this project is that we are providing a tool to deliver insight to our members on their career path and professional development," states Lynn Dohm, Executive Director of WiCyS. "By utilizing N2K's assessment, our members will be able to make informed choices about next steps in their employment path and which areas they need to focus on for growth advancement in their careers. Through data-driven programs like this, we can continue to contribute our efforts to overcome the critical cybersecurity workforce shortage." A Future Envisioned The partnership between N2K Networks and WiCyS marks a significant step forward in deepening our understanding of the capabilities of the cybersecurity workforce. By joining forces, both organizations affirm their dedication to creating a more informed, skilled, and resilient cyber landscape.

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Education Technology, Talent Development, Online Education

Bridge2Rwanda Extends Partnership with IXL to Support Students Developing English Language Skills

PR Newswire | January 30, 2024

IXL, the personalized learning platform used by 15 million students worldwide, has announced an extension of its partnership with Bridge2Rwanda (B2R), a nonprofit dedicated to creating global education opportunities for high-achieving African students. B2R educators will continue leveraging IXL's award-winning platform to deliver targeted English language arts (ELA) instruction, helping learners build and master literacy skills essential for securing university scholarships. In total, B2R has used IXL to support 500 students across eight different training programs since the partnership began. Despite encouraging improvements in literacy rates, limited access to resources and a nascent reading culture pose significant challenges to educational achievement in Rwanda. Recognizing the pivotal role education plays in enhancing socioeconomic outcomes, Bridge2Rwanda was established in 2007 to empower Rwandan high school students with high-quality reading and writing opportunities. B2R's ultimate goal is to build a thriving community of well-educated African leaders who will accelerate their nations' growth and improve the lives of others. B2R began using IXL Language Arts in 2019 to support the English language development of 30 high-achieving scholars from Rwanda, the Democratic Republic of the Congo, South Sudan, and Burundi. In 2020, the nonprofit relied on IXL's all-inclusive platform to ensure that its English language learners (ELLs) developed essential ELA skills during distance learning. After two years of an impactful partnership, B2R made IXL an integral component of its new intensive English training and college preparatory program, Isomo Academy. The inaugural class of 120 Isomo Academy scholars quickly embraced IXL's tailored support, built-in instructional resources, and engaging learning opportunities. During the first week of Isomo Academy's eight-week training program, educators use IXL's adaptive assessment, the Real-Time Diagnostic, to pinpoint each student's English proficiency level, helping them understand individual strengths and areas for improvement. Based on these insights, the diagnostic then generates personalized skill recommendations to challenge and support learners at the right level. Additionally, B2R educators use the diagnostic to track student growth each week to ensure that students are progressing and mastering essential ELA concepts. Bridge2Rwanda educators also rely on IXL's comprehensive curriculum to help students build the skills that they need to become strong communicators. Each day at Isomo Academy, students take writing and reading classes that are paired with intensive language and communication seminars. Additionally, students work on IXL skills that align with their classroom lessons. The combined approach allows educators to engage students at their individual levels, assign homework, and differentiate learning beyond the school day. "IXL bursts bottlenecks for Bridge2Rwanda scholars by eliminating language barriers," said Luke Dreiling, Lead English Teacher, Bridge2Rwanda. "This enables them to excel in their studies, advance their careers, and contribute significantly to the growth of African communities." "Bridge2Rwanda's dedication to expanding educational opportunities for young African students is commendable. We are excited to continue equipping even more bright and ambitious learners with the tools they need to confidently pursue their dreams on a global scale," said Paul Mishkin, CEO of IXL Learning. "At IXL, we are committed to leveraging education as an instrument of empowerment to break down language barriers and ensure all students have the opportunity to thrive." IXL's impact on English language learners IXL Language Arts gives teachers a systematic way to troubleshoot each student's unique reading and writing roadblocks, and put them on the path to success: Among schools with a high percentage of ELLs, research demonstrates that those using IXL outperformed non-IXL schools on Smarter Balanced Assessments in ELA by as much as seven percentile points. IXL's comprehensive curriculum provides more than 2,400 adaptive skills that span early literacy, reading comprehension, grammar, vocabulary, and advanced concepts, such as persuasive writing. Each IXL skill is adaptive, ensuring that ELLs feel confident that they are perfectly challenged and supported at the right level when developing fluency. IXL's adaptive assessment, the Real-Time Diagnostic, pinpoints students' grade-level proficiency in key ELA strands, and generates targeted next steps to help students grow from where they are. As English language learners progress, these personalized recommendations stay up-to-date, ensuring that they always have a clear path toward mastering ELA concepts. As students learn and practice, IXL provides in-the-moment support and resources for self-remediation. For example, video tutorials guide learners through the building blocks of reading, writing, and grammar to provide additional support during learning and independent practice. If a student answers a problem incorrectly, IXL provides a step-by-step explanation of the right answer so that students can learn from their mistake and solidify their knowledge of that skill. Educators also rely on insights from IXL Analytics to track student progress, monitor readiness for exams, and differentiate instruction to fill knowledge gaps. Up-to-date reports help teachers uncover areas of challenge for each student and identify patterns in mistakes in order to provide targeted reteaching.

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