Lora Baker
Director, Go-to-market Strategy @Ricoh USA, Inc.
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WORK HISTORY
Director, Go-to-market Strategy @Ricoh USA, Inc.
Boulder, CO, US
Ricoh Graphic Communications provides comprehensive solutions for the commercial print industry - printing presses, workflow automation, web to print, & innovative finishing solutions.As the Director of GTM Strategy on this team, I am responsible for- Bringing innovative marketing campaigns to life that drive SQLs & pipeline- Driving measurable results that lead to revenue- Aligning with the sales team, product marketing team & expanded marketing team in building & activating programs that drive impactful results- Tying marketing activities to incremental annual revenue- Increasing awareness of Ricoh\'s innovative product offerings in the market across channels including events, webinars, direct mail, media & more.
EDUCATION
Purdue University
Bachelor of Arts (BA), Psychology
ABOUT LORA BAKER
As a marketing leader, I bring a deep expertise in B2B marketing strategy, paid media, and go-to-market execution. At Ricoh USA, I lead cross-functional teams to design and implement innovative campaigns that align sales and marketing efforts, driving measurable pipeline growth and incremental revenue. My work focuses on creating impactful, data-driven marketing initiatives that elevate brand awareness and accelerate business outcomes across diverse channels, including events, webinars, and digital platforms. Previously, I led the global media team at NetApp, optimizing multi-million-dollar budgets to achieve significant ROI improvements and social engagement growth. My approach emphasizes open-minded collaboration, continuous learning, and leveraging market insights to build high-performing campaigns. Passionate about connecting strategy to results, I remain committed to delivering marketing programs that empower teams and drive sustainable growth.B2B marketing is still marketing to people. If you believe that form fills from infographics/white papers and eBooks is something that drives you to buy something, then consider it for your programs. If you love getting vendor emails that don\'t touch on any real problem you face, then go ahead and send them to your potential customers. If you spend your time clicking on the banner ads on WSJ rather than reading the headlines and news, then by all means, spend that $100 CPM to have your banner show up there. The 0.1% of the population who fat-fingers your ad may not appreciate it, but at least you have another signal. Instead, talk to your customers. Know what resonates with them. Listen to them. They are real people with real problems that they really want to solve. Work hand and hand with the sales team and consider the feedback they provide on your programs.
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