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

MEDIA 7 | October 24, 2019

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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MEDIA 7 | January 9, 2020

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MEDIA 7 | December 5, 2019

Andrea Lechner-Becker, Chief Marketing Officer at LeadMD is an experienced Marketing and Sales Executive with a demonstrated history of working in the marketing and advertising industry. Skilled in Business Process, Marketo, Sales, Customer Relationship Management (CRM), and IT Service Management, Andrea is also a strong business development professional and a storyteller. MEDIA 7: What inspired you to get into marketing? ANDREA LECHNER: Frankly, not having better options. I originally attended the University of Wisconsin-La Crosse thinking I’d major in Archaeology. I wanted to be Indiana Jones! But, after visiting the archaeology building – i.e. the cold, dark basement of the science building – where a girl sat to piece together pieces of an old Native American vase, I knew archaeology was not going to be the right path for me. And so, without being good at science and a major in art or art history was unlikely to pay my bills, I decided to go into “business”. I originally registered as a management major, but took my first marketing class and thought it was more interesting and switched my sophomore year. That was pretty much it. I’d never been involved in business classes or DECA in high school – I didn’t really know what to do or what jobs in marketing were even possible. I dumb lucked myself into it really. M7: As a storyteller, do you relate the brand to a story or story to the brand? AL: Both? Neither? I think there are stories in every brand, because there are people working on the brand and people engaging with the brand and people using what the brand creates. People, most often a single person, are at the heart of great stories. You can start with the “point” of the story you’re trying to tell. Say you have a software that help accountants better create reports for board meetings. It’s likely you’ll want to tell a success story about an accountant getting promoted to CFO in part because your software helped better communicate their work product to the board. You could have the idea for that and go looking for that story in your customers. OR, you could hear that story, and say, “That’s amazing!” and share it with customers, partners and internal people. Stories are all around us – the most important thing is to keep your ears and eyes open for finding them.

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MEDIA 7 | November 28, 2019

Ed Breault, Chief Marketing Officer at Aprimo is a marketer with over 18 years of industry experience. At Aprimo, Ed is responsible for the global brand and growth which includes all Paid/Owned/Earned media, Brand Experience, Product Marketing, Industry Marketing, Influencer Marketing, Strategic Communications, Content Marketing, Analyst Relations, Alliance Marketing, Public Relations, Events, Demand Generation and Account-Based Marketing. MEDIA 7: What’s your superpower? ED BREAULT: I would say it’s applying the full spectrum of art and science that is required in marketing today. Not just left or right brained, but whole-brained strategy. Being human yet data-driven and really understanding numbers and (the right) metrics to make connections to business drivers. Add storytelling to that, so I can effectively communicate to my team, the CEO and CFO as well as my Board of Directors on those metrics, and connecting all that we are doing in marketing to the mission of the business. Then quickly shifting gears to the art and creative aspects of marketing that are required to engage an audience and tell great commercial stories that take complex concepts and craft them in a way that is interesting for people to pay attention to. I have to be the ultimate point of truth for the brand. M7: At Aprimo, how have marketing leadership roles and responsibilities evolved over the past few years? EB: There are so many dimensions needed by marketing leaders today. There are several elements driving this evolution, it’s the new experience battlefront that is emerging and also marketers themselves driving changes. From a market perspective, there is a clear appetite for disruption and consumers are wanting more experiential elements to their buying experience and interactions with brands. Take a few direct to consumer disruptions like trialing products in-home, purchasing directly from a brand or even wanting to ensure that the producer’s trade practices are in line with the buyer’s or even a regulator’s for that matter. Then we want to try before we buy, and we emotionally care about the supply chain of products. Do we TRUST this brand to do business with them? Behind all of this is a story that needs to be told, and it is those marketers who know their audience well and make connections that will win the commercial game. Back to the marketer, there are so many diverse backgrounds that marketers bring now and I’m really intrigued by those who have unconventional backgrounds because they contribute something uniquely new to the field. I love hearing about the marketer’s journey.

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MEDIA 7 | January 9, 2020

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Q&A with Andrea Lechner-Becker, Chief Marketing Officer at LeadMD

MEDIA 7 | December 5, 2019

Andrea Lechner-Becker, Chief Marketing Officer at LeadMD is an experienced Marketing and Sales Executive with a demonstrated history of working in the marketing and advertising industry. Skilled in Business Process, Marketo, Sales, Customer Relationship Management (CRM), and IT Service Management, Andrea is also a strong business development professional and a storyteller. MEDIA 7: What inspired you to get into marketing? ANDREA LECHNER: Frankly, not having better options. I originally attended the University of Wisconsin-La Crosse thinking I’d major in Archaeology. I wanted to be Indiana Jones! But, after visiting the archaeology building – i.e. the cold, dark basement of the science building – where a girl sat to piece together pieces of an old Native American vase, I knew archaeology was not going to be the right path for me. And so, without being good at science and a major in art or art history was unlikely to pay my bills, I decided to go into “business”. I originally registered as a management major, but took my first marketing class and thought it was more interesting and switched my sophomore year. That was pretty much it. I’d never been involved in business classes or DECA in high school – I didn’t really know what to do or what jobs in marketing were even possible. I dumb lucked myself into it really. M7: As a storyteller, do you relate the brand to a story or story to the brand? AL: Both? Neither? I think there are stories in every brand, because there are people working on the brand and people engaging with the brand and people using what the brand creates. People, most often a single person, are at the heart of great stories. You can start with the “point” of the story you’re trying to tell. Say you have a software that help accountants better create reports for board meetings. It’s likely you’ll want to tell a success story about an accountant getting promoted to CFO in part because your software helped better communicate their work product to the board. You could have the idea for that and go looking for that story in your customers. OR, you could hear that story, and say, “That’s amazing!” and share it with customers, partners and internal people. Stories are all around us – the most important thing is to keep your ears and eyes open for finding them.

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MEDIA 7 | November 28, 2019

Ed Breault, Chief Marketing Officer at Aprimo is a marketer with over 18 years of industry experience. At Aprimo, Ed is responsible for the global brand and growth which includes all Paid/Owned/Earned media, Brand Experience, Product Marketing, Industry Marketing, Influencer Marketing, Strategic Communications, Content Marketing, Analyst Relations, Alliance Marketing, Public Relations, Events, Demand Generation and Account-Based Marketing. MEDIA 7: What’s your superpower? ED BREAULT: I would say it’s applying the full spectrum of art and science that is required in marketing today. Not just left or right brained, but whole-brained strategy. Being human yet data-driven and really understanding numbers and (the right) metrics to make connections to business drivers. Add storytelling to that, so I can effectively communicate to my team, the CEO and CFO as well as my Board of Directors on those metrics, and connecting all that we are doing in marketing to the mission of the business. Then quickly shifting gears to the art and creative aspects of marketing that are required to engage an audience and tell great commercial stories that take complex concepts and craft them in a way that is interesting for people to pay attention to. I have to be the ultimate point of truth for the brand. M7: At Aprimo, how have marketing leadership roles and responsibilities evolved over the past few years? EB: There are so many dimensions needed by marketing leaders today. There are several elements driving this evolution, it’s the new experience battlefront that is emerging and also marketers themselves driving changes. From a market perspective, there is a clear appetite for disruption and consumers are wanting more experiential elements to their buying experience and interactions with brands. Take a few direct to consumer disruptions like trialing products in-home, purchasing directly from a brand or even wanting to ensure that the producer’s trade practices are in line with the buyer’s or even a regulator’s for that matter. Then we want to try before we buy, and we emotionally care about the supply chain of products. Do we TRUST this brand to do business with them? Behind all of this is a story that needs to be told, and it is those marketers who know their audience well and make connections that will win the commercial game. Back to the marketer, there are so many diverse backgrounds that marketers bring now and I’m really intrigued by those who have unconventional backgrounds because they contribute something uniquely new to the field. I love hearing about the marketer’s journey.

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51Talk | December 06, 2022

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School Pathways | December 05, 2022

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CYPHER LEARNING Personalizes Learning Experiences with Innovative Skills Development Features

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51Talk Online Education Group Announces ADS Ratio Change

51Talk | December 06, 2022

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School Pathways Launches Two-Way Integration with Zoom Meetings

School Pathways | December 05, 2022

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CYPHER LEARNING Personalizes Learning Experiences with Innovative Skills Development Features

CYPHER LEARNING | December 05, 2022

CYPHER LEARNING, a leading provider of learning platforms for schools, universities and organizations around the world, today announced the official launch of its innovative skills development features. This functionality, immediately available to users of both of the company's products, MATRIX LMS for Business and NEO LMS for K-20, helps drive personalized learning journeys, tailored to learners' skills and needs.The advanced features are staples of CYPHER LEARNING's intelligent learning platform (ILP). The company unveiled ILP earlier this year, inviting users to test out the new, intelligent features. STI Education Services Group (STI ESG), one of the largest networks of schools in the Philippines, has helped drive learning success using CYPHER LEARNING's skills development capabilities.As an academic institution, we are dedicated to empowering our teachers with the skills and resources they need to become more effective mentors to their students," said Aisa Q. Hipolito, vice president for academics at STI. "With CYPHER LEARNING's new capabilities, our teachers can improve their own skills and knowledge both of which are essential to supporting students' success. The new functionality benefits students in other ways too, enabling them to explore their interests and create individual learning goals based on their desired careers in the future. Teachers can track the progress of students and provide feedback and intervention, when necessary, to help students achieve their goals. Educational institutions and businesses can take advantage of the following skills development features available in CYPHER LEARNING platforms to drive mastery of skills: The ability to tag content and resources with competencies, so learners can achieve goals mapped to their roles, careers, educational standards and more. Learners receive personalized recommendations, in the form of courses, groups and forums to join, learning paths and more that reflect their goals, background and previous accomplishments. Instructors can automate daily tasks such as enrolling learners in courses or awarding points and badges to save time and make learning personalized. Learners and their instructors can track goal progress from the main overview page. Learners can participate in Q&A forums where they can ask questions and get support on achieving goals. "Skills development features can also help bridge the gap between academics and industry making students better prepared as they enter the job market,Our platform can be populated with different job competencies from across industries, which educational institutions then map with their courses and curricula. When students set learning goals, the goals and related activities can equip them with the skills they'll need in their careers." Jenielyn Padernal, CYPHER LEARNING's global EdTech director. Graham Glass, CEO of CYPHER LEARNING, said: "Whether you're an employee or a student, learning is more useful and enjoyable when it's relevant to you. As we enable learners to set meaningful goals, we're also making it easier for them to achieve them. The learning process should be learner-centric, and at CYPHER LEARNING, we're committed to that approach." About CYPHER LEARNING CYPHER LEARNING provides an intelligent learning platform that is empowering schools, businesses and entrepreneurs worldwide to reimagine online education and deliver the best learning experiences. CYPHER LEARNING has solutions for all major e-learning sectors: NEO LMS for K-20, MATRIX LMS for Business, and INDIE LMS for Entrepreneurs. Relied on by millions of users, CYPHER LEARNING supports 50+ languages and has offices worldwide with global headquarters in Plano, Texas.

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