Lisa Baergen, APR MCC

Company Overview: AI-Driven Software Company for Fraud and AML Prevention

• Delivered 36% ARR growth and 8x pipeline expansion, with marketing sourcing ~22% of closed-won revenue.
• Achieved industry-leading cost efficiency with €133.70 CPL (vs. €250–€500 benchmark; Tier 1 fraud/AML peers often >€1,000).
• Generated 900+ global media placements with 3B+ reach and 94% positive /neutral sentiment, achieving a combined PR ROI of 461%.
• Launched ABM campaigns targeting enterprise financial services, contributing to seven-figure ACV bookings and pipeline acceleration.
• Built a global full-stack marketing engine (demand gen, lifecycle marketing, ABM, digital, PR, analyst relations, partner marketing) → delivering 151% ROI.
• Directed 3 direct reports across EU, LATAM, and US with €1.2M budget; accountable for board-level KPIs including pipeline velocity, sourced revenue, and ACV bookings.
• Reinforced category leadership and industry credibility via analyst recognition (e.g., Gartner Market Guide, CB Insights Fintech 100).
• Aligned closely with CRO and board to integrate marketing with revenue goals, presenting GTM strategy and pipeline performance in investor reviews.

Company Overview: Provides Risk Management and Analytics Solutions.

• Delivered $42M attributed pipeline with 2.6x ROI on a $11.2M budget, with 26.2% of closed-won revenue directly sourced by marketing.
• Generated 6,700+ MQLs, fueling pipeline creation of ~$500M in 2022 and contributing to ~$210M ACV closed (5,000+ deals, 11% new logos).
• Enhanced budget stewardship by improving forecasting and transparency with Finance — sustaining pipeline velocity despite a 30% budget cut.
• Revitalized and re-aligned a 16-person North American marketing team, improving morale, accountability, and cross-functional collaboration.
• Successfully led BehavioSec integration into LNRS platforms, aligning GTM, lifecycle marketing, and analyst/partner programs; reinforced category leadership as Gartner placed passive behavioral biometrics on the Plateau of Productivity within the Hype Cycle for Identity.
• Standardized MarTech workflows, tooling, and funnel definitions in collaboration with global marketing, enabling full integration of BehavioSec’s marketing engine.
• Expanded analyst and thought leadership presence, increasing lead conversion to 19.4% and driving double-digit uplift in ACV bookings.

Company Overview: Fraud, Risk, and Authentication Solution using passive behavioral biometrics.

• Increased ARR from $8M → $20M (+$12M), positioning the company for ~$100M acquisition by LexisNexis Risk Solutions.
• Served as Global CMO while leading North American expansion, building go-to-market foundations across demand generation, ABM, paid media, automation, integrated campaigns, PR, analyst relations, and partnerships.
• Expanded into North America, repositioning BehavioSec from a European behavioral biometrics pioneer into a global fraud prevention innovator.
• Designed and executed ABM programs for Fortune 200+ accounts, accelerating enterprise pipeline and influencing multi-million-dollar deals.
• Built partner programs that contributed 21–23% of pipeline through alliances with consultancies and technology vendors.
• Institutionalized pipeline health metrics — improving funnel conversion rates (20% L→MQL, 30% MQL→SAL, 45% SAL→SQL, 15% SQL→Close) to drive predictable, investor-grade growth.
• Directed $1.815M budget and a 3-person US/EU team plus multiple agencies.
• Elevated visibility with analyst programs (Gartner, TAG Cyber, Aite, Goode Intelligence) and secured Goode Intelligence Visionary Award.
• Investor-backed CMO mandate: aligned growth engine to accelerate scale, enter into the US market, strengthen valuation, and prepare for asuccessful exit.

Company Overview: Fraud Prevention and Identity Solutions.

• Scaled ARR from $0.5M → $45.2M (84x growth), with marketing sourcing ~25% of total revenue — leading to acquisition by Mastercard.
• Reduced CAC payback to ~4 months despite a flat $1M budget, through efficient demand gen, lifecycle marketing, and attribution strategies.
• Optimized digital journey via website redesign, driving 586% traffic surge, #1 SEO ranking, and 5x higher conversions.
• Opened doors to multi-million-dollar enterprise deals — including a 7-year, $25M win — fueling momentum, credibility, and expansion.
• Increased lead generation by 457% and improved pipeline health by 20% through KPI-driven demand-gen strategies.
• Reduced cost-per-lead by 76% via multi-touch attribution, while boosting conversion rates and pipeline efficiency.
• Implemented ABM, BDR, and channel partner programs, aligning sales and marketing to accelerate enterprise growth.
• Captured market-leading organic share of voice (46%), securing dominant analyst and media coverage valued at $3.5M in ad equivalency.
• Secured 119+ speaking opportunities and top-tier analyst recognition, positioning NuData as a thought leader in behavioral biometrics and identity.
• Earned 67+ credible industry awards, including SC Magazine’s 'Most Critical Solution of the Last 30 Years.'
• Directed marketing org from 3 staff → 9 post-acquisition; in 2021, expanded remit to Mastercard Cyber & Intelligence division, leading portfolio marketing across Identity Check, EMV 3DS, Digital ID, NuDetect, Ekata, RiskRecon, and Brighterion.

Company Overview: Value-Added Reseller of Microsoft Dynamics ERP.

• Drove 31% YoY revenue growth in year one and 45% in year two via sales-aligned multi-channel campaigns.
• Implemented Marketo automation (lead scoring, nurture, attribution) at an early stage when automation was still nascent, driving a 35% increase in MQL-to-SQL conversion.
• Generated ~45% of MQLs through ISV alliances and Microsoft partner co-marketing.
• Directed a 3-person team with $850K budget, collaborating closely with CRO, Microsoft partner channel, and agencies.
• Delivered 16.5% higher campaign conversion and 30% more content engagement via vertical campaigns.
• Boosted social presence: +193% Twitter, +224% LinkedIn.
• Led rebrand aligning ERP/subscription billing positioning, improving win rate by 12%.
• Value-Added Reseller of Microsoft Dynamics ERP.

Company Overview: Global Enterprise Planning Resource (ERP) solutions for various industries

• Managed $1M global marketing budget, optimizing spend across PR, demand gen, and brand campaigns.
• Ran PR campaigns generating $250K quarterly media value and top-tier analyst recognition.
• Delivered >30% lift in lead generation through SEO, website optimization, and targeted campaigns.
• Directed a 4-person team with agency support across NA/EMEA.
• Led rebrand initiative elevating Unit4’s ERP market positioning and improving enterprise pipeline by 19%.
• Planned and executed annual User Conference for 350-500 attendees.