Barry Duffy

Barry Duffy

London, England, United Kingdom
4K followers 500+ connections

About

I am a sales-led GTM specialist with over 12 years’ experience in creating ICP-focused…

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Experience

  • Smarketrs Graphic

    Smarketrs

    London, England, United Kingdom

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    London, England, United Kingdom

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    Greater London, England, United Kingdom

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    Kent, England, United Kingdom

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    London, England, United Kingdom

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    London, England, United Kingdom

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    London, England, United Kingdom

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    London, England, United Kingdom

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    London, England, United Kingdom

Education

Licenses & Certifications

Volunteer Experience

  • ThinkForward UK Graphic

    Pro-Bono Marketing Consultant

    ThinkForward UK

    - 3 months

    Poverty Alleviation

    Provided strategic marketing advice and input to their new business strategy which was signed off by key strategic partners such as EY, Barclays, Nomura and ICG. This included helping them review and redefine their mission, target audience and success criteria and helping them to develop their new value proposition.

Projects

  • Creating A New Demand Generation Campaign Framework at the FT

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    Whilst 90% of its B2B corporate subscription revenue coming from existing account renewals and upsell opportunities, the Financial Times (FT) recognised that it still needed to generate new business each year to maintain their revenue trajectory. So they set a goal to generate £3m revenue from new logos across a range of markets and industry verticals.

    Unfortunately, the marketing team were using a ‘copy and paste’ approach to their demand generation campaigns, which centred around using…

    Whilst 90% of its B2B corporate subscription revenue coming from existing account renewals and upsell opportunities, the Financial Times (FT) recognised that it still needed to generate new business each year to maintain their revenue trajectory. So they set a goal to generate £3m revenue from new logos across a range of markets and industry verticals.

    Unfortunately, the marketing team were using a ‘copy and paste’ approach to their demand generation campaigns, which centred around using third-party curated lists and generic outbound email and LinkedIn ad blasts to get people to sign up for a free trial. This approach to demand generation was creating poor-quality leads and pipeline noise.

    The solution was to create a new demand generation framework with ABM at its core.

  • Using 1:1 ABM To Support Enterprise Sales At McGraw Hill

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    McGraw Hill is one of the "big three" educational publishers, providing customised educational content, software, and services for pre-K through postgraduate education. As a result of year-on-year declining revenue for printed textbooks, they were looking to
    increase the proportion of revenue that came from their key digital EdTech products as a way of compensating for this.

    As part of the new business strategy the company identified the Middle East as a key sales region as it made up…

    McGraw Hill is one of the "big three" educational publishers, providing customised educational content, software, and services for pre-K through postgraduate education. As a result of year-on-year declining revenue for printed textbooks, they were looking to
    increase the proportion of revenue that came from their key digital EdTech products as a way of compensating for this.

    As part of the new business strategy the company identified the Middle East as a key sales region as it made up over 30% of their higher education revenue, and was a region that was increasingly looking to use digital EdTech products to support effective teaching and learning in their universities.

    This made it a prime target for securing enterprise-level deals with universities in the region, and the use of 1:1 account-based marketing (ABM) to provide the support that the sales team
    needed.

  • Using 1:Few ABM To Reduce Churn Risks And Grow Key Accounts At The FT

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    Recognising that 90% of its B2B corporate subscription revenue comes from existing accounts and only 10% came from new customer acquisition, the Financial Times (FT) set a goal to develop and test the potential for using a 1:few account-based marketing (ABM) approach to help it expand its footprint within a number of existing B2B accounts that were deemed to be “high potential”.

  • Using Webinars To Generate Leads In New Markets At Tookitaki

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    Founded in 2015 and headquartered in Singapore, Tookitaki is a regtech company that is revolutionising financial crime detection and prevention for banks and fintechs through its AML and fraud prevention software (FinCense) and Anti-Financial Crime (AFC) Ecosystem.

    After raising $19.2m Series A funding, they realised that if they wanted to sustainably grow from $2m ARR to $10m ARR in two years, then they needed to focus efforts in fast growing fintech markets in Singapore, Philippines…

    Founded in 2015 and headquartered in Singapore, Tookitaki is a regtech company that is revolutionising financial crime detection and prevention for banks and fintechs through its AML and fraud prevention software (FinCense) and Anti-Financial Crime (AFC) Ecosystem.

    After raising $19.2m Series A funding, they realised that if they wanted to sustainably grow from $2m ARR to $10m ARR in two years, then they needed to focus efforts in fast growing fintech markets in Singapore, Philippines and the UAE.

    With experience targeting banks in the US and Europe, this was not only a new vertical for Tookitaki to target but also new markets to enter. To be able to build an effective sales pipeline, Tookitaki needed to show that they were a credible compliance partner who understood the unique challenges fintechs faced in these markets.

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