Folio Top Women: Danielle Balestra
Director of Audience Marketing & Development, CFO Publishing
Danielle has a strong background in B2B lead generation and was recently promoted in 2013. With a focus on rebuilding the audience development and marketing structure for CFO, she was faced with a situation where CFO’s marketing programs were producing dismal results, while the product offerings had doubled. Danielle strategized to figure out how to effectively market sixteen monthly webcasts, a daily newsletter, weekly conference emails, monthly benchmark offers and much more. This included updating an old database and restructuring the influx of marketing offers.
As a result, Danielle developed innovative approaches to lead generation and decreased email offers by 50 percent, sending out more targeted messages. The results were positive and led to qualified revenue opportunities and repeat business for both CFO and its sponsors. Danielle’s boss stated that she is an "invaluable member of the CFO team."