Q&A with Jeanne Hopkins, CMO at Lola.com
Company: Chemical
Location: Boston
Posted on: May 2, 2024
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Job Description:
Q&A with Jeanne Hopkins, CMO at Lola.comOctober 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.COMLola.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
.Sangram Vajre, Co-Founder & Chief Evangelist at Terminus is also
an author and host of the podcast FlipmyFunnel. He is one of the
leading minds in B2B marketing.MEDIA 7: What are you passionate
about?SANGRAM VAJRE: Three things: Lead professionally. Grow
personally. Love family.M7: -Terminus has been recognized as one of
Georgia's 40 fastest-growing companies by ACG Atlanta. What factors
contribute to this pace?SV: -One of our core values is #OneTeam -
which means we think and act as one team and know that if we treat
our team right, they will treat our customers amazing. There are no
great companies, only great people that make those companies.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.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.Leading eFuels provider
Infinium and Amogy Inc. ("Amogy"), a pioneer of carbon-free,
energy-dense power solutions, have entered into a memorandum of
understanding (MOU) to explore opportunities to integrate their
technologies and develop commercial applications across the eFuels
and green ammonia value chain. Infinium and Amogy are also
exploring collaborations with both Mitsubishi Heavy Industries
(MHI) Group and SK Innovation for deployment of the integrated
solution.To accelerate the decarbonization of heavy industry
sectors, the companies will jointly study and identify the most
suitable applications to deploy their eFuels and green ammonia
solutions. A key focus of this collaboration is the potential
integration of Amogy's ammonia-cracking technology to provide
low-cost, accessible green hydrogen feedstock as an input to
produce Infinium's eFuels.Infinium eFuels, also known as
electrofuels or Power-to-X, are made from green hydrogen and waste
carbon dioxide (CO2) in a proprietary process. Amogy's
ammonia-cracking technology leverages its state-of-the-art catalyst
materials to crack ammonia into hydrogen and nitrogen at lower
reaction temperatures with high durability, reducing heating and
maintenance requirements.Upon identifying promising applications,
Infinium and Amogy will initiate strategic pilot programs,
showcasing tangible and scalable implementations of their clean
technology solutions. The partnership also entails the evaluation
of additional opportunities for collaboration within the eFuels and
ammonia spaces, with a focus on the development of commercial use
cases."Ingenuity and collaboration are critical to creating
decarbonization solutions today. Our partnership with Amogy will go
a long way toward helping advance our ability to rapidly scale the
production of ultra-low carbon Infinium eFuels, including eSAF,
eDiesel and eNaphtha," said Robert Schuetzle, CEO at Infinium."We
are thrilled to forge this alliance with Infinium. By uniting our
expertise and resources, we aim to unlock innovative opportunities
that will pave the way for sustainable solutions," says Seonghoon
Woo, CEO of Amogy. "This partnership reflects a shared commitment
to accelerating technologies that can contribute to the reduction
of carbon emissions in the heavy industry sectors."Mitsubishi Heavy
Industries (MHI) has invested in both Infinium and Amogy and is
exploring potential collaboration for new solutions and
applications in energy sector project development."Decarbonizing
heavy industries requires numerous approaches that can concurrently
and collaboratively help mitigate greenhouse gas emissions," said
Ricky Sakai, Senior Vice President of New Business Development at
MHI of America. "We are excited to see how Amogy's emission-free,
energy-dense ammonia solution and Infinium's proprietary eFuels
production process might be aligned to overcome challenges and
accelerate the global availability of commercial decarbonization
solutions."SK Trading International (SKTI) invests in solutions
that contribute to addressing climate change and environmental
pollution and is an investor in Infinium while its parent company
SK Innovation has invested in Amogy."Our global goals to slow the
warming of the planet require significant efforts so they can
quickly scale, find synergies, and explore new pathways," said
Hyunchol Park, Managing Director and Head of Global Trading at
SKTI. "Infinium and Amogy are leaders in their progress and proven
solutions, and I believe their partnership will result in the
identification of breakthrough opportunities to expand and grow
access to cleaner fuels."About InfiniumInfinium is an electrofuels
provider on a mission to decarbonize the world. Electrofuels are a
new class of synthetic fuels made using renewable power and waste
carbon dioxide, not petroleum or resources needed to produce food.
Infinium electrofuels can be dropped into existing trucks, planes
and ships, significantly reducing harmful carbon dioxide emissions
compared to fossil-based fuels. In addition to helping the
transport industry meet carbon reduction goals, Infinium
electrofuels are a lower carbon alternative for chemical
processing, including plastics production.About AmogyFounded in
2020, Amogy is on a mission to unlock the potential of ammonia as a
clean energy source, accelerating the global journey to Net Zero
and sustaining future generations. With a presence in Brooklyn,
Houston, Norway, and Singapore, Amogy is developing fully
integrated ammonia-to-power systems to enable the decarbonization
of the hard-to-abate sectors, such as shipping, power generation,
and heavy-duty transportation.LyondellBasell and MSI Technology,
LLC announced they have entered into an agreement for MSI
Technology to serve the LyondellBasell Polybutene-1 (PB-1) resin
line into consumer packaging applications for North America. MSI
Technology is also the sales representative for the LyondellBasell
Plexar product line. The expansion of the relationship is a
strategic fit relative to the markets MSI Technology serves today.
MSI Technology will use its technical sales approach combined with
its current specialty product portfolio to enhance offerings to
customers in consumer packaging.LyondellBasell PB-1 resins are
commonly used in consumer packaging applications for easy-open
packaging and film modification for seal initiation temperature
providingBroad seal-peel temperature rangeConsistent and
reproducible peel performanceAdjustable peel force to end-use
requirementsSimilar initiation and propagation peel
force"Whitening" with "Smooth & Clean" peel surfaceGood seal
integrityEasy processabilityUsable in blown film, cast film,
extrusion coating and sheet extrusion"At LyondellBasell, we're
passionate about creating solutions for everyday sustainable
living," said Palmer Giddings, vice president Polymers at
LyondellBasell. "Collaborating with MSI Technology on innovative
packaging solutions is a major step forward in achieving that
goal.""We are thrilled to expand our collaboration with
LyondellBasell," said Brian McCaghy, president of MSI Technology.
"The PB-1 resins align perfectly with our mission to provide
specialty polymers and solutions to the packaging industry."The
PB-1 resin line is part of MSI Technology's product offerings. The
company also provides clients with access to dedicated sales and
technical service specialists who provide guidance on technical
resin selection to meet customer requirements.About
LyondellBasellWe are LyondellBasell - a leader in the global
chemical industry creating solutions for everyday sustainable
living. Through advanced technology and focused investments, we are
enabling a circular and low carbon economy. Across all we do, we
aim to unlock value for our customers, investors and society. As
one of the world's largest producers of polymers and a leader in
polyolefin technologies, we develop, manufacture and market
high-quality and innovative products for applications ranging from
sustainable transportation and food safety to clean water and
quality healthcare.About MSI Technology, LLCMSI Technology
specializes in the sales, marketing, and development of specialty
polymers. Our product lines include: Plexar tie-layer adhesives
(manufactured by LyondellBasell), SPS peelable sealants, and
SpeciPurge purging compound. MSI Technology and its sister company,
Soarus LLC, are located in Arlington Heights, IL. Soarus markets
Soarnol), ethylene vinyl alcohol copolymer (EVOH), (manufactured by
Mitsubishi Chemical Group) into North and Latin America. The two
companies together provide sales and technical service for
specialty polymers focused on the packaging market.Headquartered in
Luxembourg, ChemChain's proprietary IP and technology will bring an
expanded, innovative approach to further augment 3E's Supply Chain
& Sustainability solution, 3E Exchange. 3E Exchange's unified
supply chain platform helps customers organize their global library
of supply chain data and streamline workflows in a scalable and
compliant manner. Specifically, 3E leverages its market leading
digital product passport and renowned regulatory content
capabilities to drive best-in-class supply chain management for its
growing list of customers. Together, 3E and ChemChain are united in
their mission to accelerate global supply chain transparency and
sustainability with a unique combination of technology and
regulatory expertise."ChemChain and 3E share a vision to create a
safer, more sustainable world that protects people, safeguards
products, and helps businesses grow," said Greg Gartland, Chief
Executive Officer of 3E. "Together with ChemChain, 3E offers an
unmatched combination of global regulatory expertise and a
cutting-edge platform that dramatically simplifies transferring
information along the value chain in a transparent and secure
manner. 3E improves cross-functional engagement across global
enterprises, and future-proofs products against ever-changing
regulations. We look forward to the continued expansion of our
supply chain solutions and empowering our clients to further
accelerate their sustainability efforts."With 175,000+ supplier
relationships across all major geographies, the 3E Exchange
platform drives a strong return-on-investment for its customers.
Powered by 3E's market leading regulatory expertise covering over
500,000 chemical substances, 3E Exchange enables superior supply
chain management while also advancing companies' ESG objectives.
Continued momentum towards sustainable supply chains has
highlighted that preparing for a circular economy should be a
critical component of every company's product strategy.Pete Girard,
Managing Director of Supply Chain and Sustainability at 3E, said
"The acquisition of ChemChain illustrates our continued focus on
supply chain product innovation and thought leadership. The
ChemChain team has incubated a novel and tech-forward approach to
drive digital product passport adoption, and we look forward to
integrating these technologies into 3E Exchange.""The highly
scalable digital product passport model offers a single source of
truth that underpins sustainable supply chain management, while
ensuring maximum protection of company trade secrets" added Lorenzo
Zullo, Co-Founder and CEO of ChemChain. "As part of 3E, and
leveraging tracked experience in end-to-end supply chain
transparency across multiple industries, including textile &
clothing, furniture, and detergents, ChemChain will accelerate
innovation and position customers for success in the face of a
highly complex and dynamic global regulatory landscape."ChemChain
represents 3E's fourth acquisition announcement since its
separation from Verisk in March 2022.Shearman & Sterling LLP served
as the legal advisor to 3E. Cambrian and Elev8law served as the
legal advisors to ChemChain.About 3EFor more than 35 years the
world's leading companies have trusted 3E to provide the
intelligent compliance solutions they need to ensure safety and
sustainability. Unmatched Environmental, Health, Safety and
Sustainability (EHS&S) and product compliance expertise
empowers clients to improve chemical and workplace safety, product
safety and stewardship and supply chain transparency. 3E is deeply
committed to serving its more than 5,000 customers worldwide,
representing a wide variety of industries and including the world's
largest chemical manufacturers, retailers and pharmaceutical
companies.About ChemChainChemChain is a trusted, decentralized, and
globally accepted infrastructure that enables customers to build,
exchange, store, and track chemical-related information along the
supply chain. ChemChain's proprietary architecture, underpinned by
blockchain technology, facilitates a scalable and tamper-proof
digital product passport environment.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
t...
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