Marketing: Getting It Right

April 20, 2021

Speaker Slides

A Marketing Communications Checklist For Tech Startups

Evan Birkhead, Principal, Strategic Marketing & Communications

Five New Customer Engagement Strategies on LinkedIn

Alex Rynne, Senior Content Marketing Manager, LinkedIn

What Startups Need to Know About Public Relations

Lisa Langsdorf, PR & Marketing Consultant

The adage “build it and they will come” will not apply to your business if you do not have a marketing communication program. With the web, many buyers do their initial searches before they even contact a provider. How do you get on the consideration list?

A panel of marketing communication professionals will help you be found through a range of go-to-market strategies: public relations, digital marketing, blogs, and social media with a focus on LinkedIn, the most business-oriented platform.

During this program you will learn:

  • To apply elements of a go-to-market strategy.
  • How to best position your products and services to attract customers.
  • What content performs best on LinkedIn and how to build thought leadership.
  • How to generate coverage with PR in a noisy digital world.
  • Tips for an integrated marketing communication plan for a small company.

After each of the speakers offers a presentation of different aspects of the topic, you will be able to ask questions.

There will be more than an hour of online networking via Grapevine, available to registrants before the meeting, and a half hour networking post-meeting, giving attendees the chance to meet virtually the speakers and moderator.


5:30 – 6:45 – Networking on Grapevine Network

7:00 – 7:10 PM – ENET Chairperson’s announcements

7:10 – 7:25 PM – eMinute Pitch – Up to 3 Startup companies’ presentations

7:25 – 8:10 PM – expert speakers on the night’s topic

8:10 – 8:30 PM – Moderator and Audience Q & A with the speakers

8:30 – 9:00 PM – Networking on Grapevine Network

(all times are USA Eastern Daylight time)

A question and answer session will follow the panel discussion, and panelists will be available afterward for responses to individual questions.


Evan Birkhead, Principal, Strategic Marketing & Communications

Evan is a strategic marketing and communications professional with a focus on building marketing programs for early-stage tech start-ups. His commercial clients include open systems software consortia and leaders in IoT, IT operations, and cybersecurity. Evan began his marketing career in 1997 when he joined Micromuse, a start-up in the network management space that experienced skyrocketing growth, went public on Nasdaq, and was acquired by IBM. Evan received his B.A. from Tufts University and his M.S. in Public Communications from Syracuse University.


Alex Rynne, Senior Content Marketing Manager, LinkedIn

Alex is an award-winning content creator who builds global content campaigns designed to inspire and enable marketers and sales professionals to find success on the LinkedIn platform. Her work has been featured in Inc., Forbes, American Business Journals, Social Media Examiner, Social Media Today, AdWeek, and more.

Lisa Langsdorf, PR & Marketing Consultant

Lisa has 15 years of experience in b2b marketing and strategic communications, working both in house and at PR agencies. As a consultant, she works closely with professional services clients to provide a full range of PR services, from strategy to media relations. Prior to consulting, Lisa was a senior director at SF-based PR agency, SutherlandGold and a senior manager, marketing communications at The New York Times Company. She has spoken at SXSW, CommsWeek and moderated panels during Advertising Week in New York. She has a BA in journalism and is working towards her MA in management.


Howard Sholkin, Sholkin Consulting

Howard Sholkin has several decades of marketing communication experience across industry sectors. Since 2018, he has served as President of Newton Community Pride, a non-profit supporting a few dozen events in the city where he is a lifelong resident. In 2014, he formed Sholkin Consulting to deliver digital marketing services to technology and financial services companies. He also served on the adjunct faculty of Boston University and Lasell College for five years.

In 2003, he was hired as director of corporate communications at International Data Group (IDG) where he served Founder Pat McGovern. Sholkin later became director of communication and marketing programs for the CEO of IDG Communications, a global technology media and events subsidiary. IDG brands include Computerworld, PCWorld, Macworld, and CIO. Sholkin has held senior marketing and communication positions at technology product and services companies such as Computervision; Technology Concepts, a subsidiary of Bell Atlantic; Corporate Software; and, Digital Equipment Corp./Compaq. He was a columnist for PR News and for Personal Branding magazine, one of the first publications on social media.

Since 1990, Sholkin has been active in the Public Relations Society of America (PRSA) where he once served as president of the Boston chapter. Currently, he is co-chair of the national PRSA Investment Committee. He serves on the boards of three non-profits: Newton Community Pride, Boston Entrepreneurs Network (ENET) and Temple Shalom of Newton.

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