Within a very short span of time, Amanda has graduated from rising star to a bonafide marketing leader within the Boston tech scene, having made a significant impact on the brand presence of what are now considered some of the region’s leading tech innovators. Since jump starting her career as a tech marketer at Care.com (NYSE: CRCM) when it was still a young private company, Amanda has consistently demonstrated her impact on every organization she’s been a part of — regardless of the brand’s size, business stage or growth trajectory. Between the five brands she’s worked with before turning 32, Amanda has been promoted six times, and even earned Director and Vice President titles before turning 30. In her role as Director of Product Marketing at Carbonite (NASDAQ: CARB), Amanda played a pivotal role in reshaping the company’s go-to-market strategy as the business shifted from B2C to B2B and from direct to channel sales. She then took these skills with her to Databox, where she ultimately served as head of marketing through a similarly transformative period for the organization. She was recruited into this seed-stage startup by the CEO, who she worked under at Carbonite, and was tasked with guiding the product team through the creation and implementation of a first-generation customer on-boarding process. It was her ability to continually steer game-changing initiatives with material business impact that brought her to iboss, a company that had recently relocated to Boston from the West Coast and was in the process of growing their brand presence in the highly-competitive B2B cybersecurity space. Not only did she completely overhaul the company’s positioning, brand identity, and website, but she also defined the company’s first Account Based Marketing (ABM) strategy in order to increase engagement and sales within the Fortune 1000 target market. This strategy drove over $12M in marketing-influenced pipeline at 5.5x ROI. Now, Amanda serves as the Vice President of Marketing at AppNeta, where she has made immediate and lasting impact to the business by completely overhauling the company’s marketing programs from top to bottom. Amanda has completely rebuilt not only the marketing function itself, but also its role within the business and its place within the market. Amanda’s efforts took the company from “Niche” to “Visionary” in the Gartner Magic Quadrant for Network Performance Monitoring and Diagnostics, a pivotal move in terms of AppNeta’s ability to penetrate within the enterprise space. Further, this wasn’t the first time Amanda helped markedly advance a local tech company within its market. She was similarly integral in advancing iboss into the Visionary field of the 2017 Gartner Secure Web Gateway Magic Quadrant within her first year at the company. Making this sort of market leap in an analyst report is rare, and even rarer to achieve twice in a row. All of this was done while Amanda was overhauling each company’s approach to marketing from the ground-up. This included not just staffing lean and effective marketing teams, but repositioning each company’s brand identity through a series of targeted marketing and demand generation initiatives. Amanda’s proven track record of steering meaningful transformations at technology startups truly sets her apart. Amanda is one of those rare leaders that can play at all levels simultaneously — senior leader, team coach, individual contributor — and excel at each while always keeping “team” firmly ahead of “self.” Even after a year of being consistently impressed with her ability to both execute and create (stellar from both sides of her brain), I haven’t yet discovered the limits of Amanda’s talent… except that it runs very deep. Additionally, Marketing is really hard to do well at any startup — but doubly so when it’s been less than successful across multiple previous marketing leaders. (Meaning sales and other functions came to believe “it can’t work here.”) Yet, in one short year, Amanda has found and built a team of marketing pros that have completely transformed the impact of marketing at AppNeta and totally restored the rest of the organization’s faith in marketing as a key element to our overall business success. Because of this impressive success over such a short period, Amanda was selected to speak at the 2019 B2B Sales and Marketing Exchange to detail how she re-envisioned marketing at AppNeta, helping establish herself as a leader that marketing pros across industries should strive to emulate. Amanda has also been featured in VentureFizz’s “Lead(H)er” series, and was recently awarded the inaugural Archer Award for Data-Driven Marketing Excellence. Amanda earned a Bachelor of Arts in Communication from Stanford University and a Masters of Science in Advertising from Boston University. She has also earned an Executive Certificate in Management and Leadership from MIT Sloan Executive Education.
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- Top Women Leaders 2020
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ProfileAmanda Bohne is the Vice President of Marketing at AppNeta, the leader in actionable, 4-Dimensional network performance monitoring. Since joining the company in mid 2018, Amanda has completely rebuilt the marketing function and reshaped AppNeta’s place within the enterprise SaaS and IT solutions market, resulting in AppNeta being named as a “Visionary” in the 2019 Gartner Magic Quadrant for Network Performance Monitoring and Diagnostics.
Prior to AppNeta, Amanda held senior positions in marketing at several other Boston-area technology companies, including Carbonite (NASDAQ: CARB) and Care.com (NYSE: CRCM). Throughout all of her roles, Amanda’s blend of product marketing and general marketing experience has allowed her to tap into the products’ unique value propositions to create compelling messaging that resonates with target audiences. That, coupled with Amanda’s proven track record of steering meaningful transformations at technology startups, truly sets her apart.
Amanda earned a bachelor’s degree in communications from Stanford University and a master’s in advertising from Boston University.
It feels a little strange to describe my own strengths, so I asked a coworker what they would say about me. This is what they said: “Amanda is an exceptional leader who really demonstrates our core values at AppNeta — transparency, performance, and trust. Amanda empowers her team to think big, creatively solve problems, and make an impact on the organization. She holds us accountable for delivering results, but is always there to provide feedback, guidance, and to help clear roadblocks.”
Driven, confident, hard working, positive
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