Carrie Heath, SVP of Global Marketing at Corsearch, shares her journey from shaping iconic consumer brands to leading marketing for B2B technology. She discusses driving global GTM strategies, leveraging AI for predictive insights and brand protection, balancing creativity with data-driven execution, and building high-performing teams to deliver measurable growth and trusted market impact.
It’s a pleasure to have you in this interview, Carrie. Could you tell us more about yourself and your marketing journey?
Thank you, I’m delighted to be here. I’ve always chased the intersection of creativity, strategy, and growth. Marketing isn’t just my profession; it’s my passion. I love translating complexity into clarity and unlocking growth through bold ideas backed by rigorous execution.
Over the past 15+ years, I’ve had the privilege of working across a spectrum of organizations, from iconic consumer brands that touch millions of lives every day to market-leading B2B technology companies shaping the future of their industries.
Most recently, I joined Corsearch as SVP, Global Marketing, attracted by a rare opportunity to pair deep domain expertise in trademarks, brand, and content protection with breakthrough technology at a time when AI is reshaping our industry. It’s the perfect storm of innovation and purpose, and it’s an incredibly exciting space to be in.
What are some of the major changes that you have seen with marketing playing a more integral role in the GTM setup?
Marketing has moved from being a ‘support’ function to becoming a true co-owner of revenue. It’s no longer about downloads and clicks—we’re accountable for pipeline, conversions, and retention (as we should be), which means being aligned with sales and customer success from day one.
Product marketing has also become a firm function within the marketing team of any B2B SaaS business, where 8+ years ago it wasn’t, all while data and agility have redefined how we work. With advanced martech and analytics, marketing leaders can test, learn, and quickly reallocate resources to where they have the greatest impact. And in complex markets like ours, marketing has become a critical trust enabler, not just creating awareness but helping shape credibility and differentiation.
At Corsearch, this evolution is embedded in everything we do. Marketing isn’t downstream; it’s integral to how we go to market, shape our brand, and drive growth.
With AI becoming more central to marketing, how do you see it transforming the way brands analyze and shape consumer behavior?
AI is nothing short of a paradigm shift, and for B2B brands, its impact is already very real. One of the biggest changes is the move from retrospective analysis to predictive insight. AI enables us to anticipate behaviors, spot emerging patterns, and act preemptively.
Another transformation is hyper-personalization at scale, as AI allows marketers to tailor content, timing, and channels to specific accounts or personas and to do so at scale.
At Corsearch, AI is especially powerful in protecting brand integrity. Our launch of Corsearch Zeal 2.0 is a great example: an AI-native platform that combines image recognition, semantic analysis, and automated enforcement.
AI doesn’t replace strategy or creativity; it amplifies both, enabling us as marketers to be smarter, faster, and more precise in messaging and targeting. Teams that adopt it thoughtfully, with ethics and alignment to clear goals, will gain a lasting competitive edge.
What crucial factors should leaders prioritize when driving GTM strategies across global markets?
Global GTMs can be one of the most exciting things about marketing, but they can go wrong fast without the right balance. A strong global framework paired with local adaptability is essential. You need consistent brand promises and measurement standards, but markets differ culturally, legally, and in buyer behavior, so local teams must have insight from research and customer feedback as well as the freedom to adapt without breaking consistency.
Sales, marketing, product, technology, and operations must share goals and accountability because GTM silos kill agility. At Corsearch, our most successful launches come when global and regional teams move in lockstep from the outset.
Finally, timing and talent are everything. You can’t do everything everywhere at once, so prioritize the right markets, invest in phases, and double down on empowered local leaders who know how to bridge global strategy with regional nuance. When you get that mix right, global GTM stops being about duplication and becomes about intelligent adaptation, an agile playbook that flexes with every market.
“Marketing has moved from being a ‘support’ function to becoming a true co-owner of revenue. It’s no longer about downloads and clicks—we’re accountable for pipeline, conversions, and retention.”
 What has been your most challenging yet fulfilling marketing campaign experience?
The launch of Corsearch Zeal 2.0 stands out as both the most challenging and rewarding campaign of my career. Zeal 2.0 gives brands measurable online integrity, and our goal was to introduce it in a way that clearly communicated its value beyond technical specifications. We needed to capture attention in a crowded market and continue to position Corsearch as the forward-thinking, trusted partner we are, while translating complex, exciting technology into outcomes that resonate with our buyers.
Executing the launch required aligning multiple teams behind a unified narrative while also coordinating a global rollout. Every element, from messaging and visual identity to content and events, had to reflect the innovation, credibility, and tangible business impact that Zeal 2.0 delivers.
The campaign didn’t just drive awareness and pipeline; it has helped strengthen our reputation and reinforced Corsearch’s position as an innovator in the industry, which has been incredibly fulfilling.
How do you decide on the best allocation of your marketing budget across channels to maximize impact and efficiency?
Budget allocation is always a balance of data discipline, strategic intent, and experimentation, with a fail-fast methodology. I start by defining outcomes, not inputs, establishing what success looks like in terms of pipeline, revenue, and ROI, and then working backward to determine how spending should be distributed.
I always try to evaluate channel performance in near real-time, using incremental attribution and reallocation to move dollars quickly. Underperforming channels are pruned, while high-performing channels receive stronger support. By combining disciplined measurement with a willingness to shift spend where data demands, we ensure that every dollar works as hard as possible to drive impact.
What key metrics do you focus on to evaluate the success of your multi-channel demand generation campaigns?
To me, marketing success isn’t about vanity metrics; it’s about measurable business impact. At the top of the list is pipeline contribution and influenced revenue, which shows how much of the sales funnel can be traced back to marketing efforts. I also closely track conversion rates and funnel velocity, from MQL to SQL, SQL to opportunity, and opportunity to win, to understand how efficiently leads are progressing.
Cost efficiency is another key focus. Metrics like customer acquisition cost, cost per qualified lead, and cost per opportunity ensure that spend is delivering value. Alongside that, I measure return on marketing investment (ROMI), looking at revenue generated relative to marketing spend. Over the longer term, brand and perception metrics like share-of-voice, awareness in target segments, sentiment, and NPS feedback help capture the qualitative side of marketing impact. Together, these metrics give a holistic view of both quantitative effectiveness and the depth of influence across the funnel.
What advice would you give to up-and-coming marketers on developing and leading high-performance marketing teams?
I love this question. Building and leading great teams is one of the most rewarding parts of my role. My first piece of advice would be to be curious and cross-functional: learn how every aspect of the business works. Product, sales, finance, customer success. The best marketers and marketing leaders connect the dots across domains and see the bigger picture. At the same time, empower your team with autonomy, but provide guardrails. High performers need freedom to experiment, but they also need clear goals, metrics, and boundaries to focus their energy effectively.
Hiring for diversity of thought and investing in mentoring and growing your people are essential. Avoid creating clones of yourself; instead, bring in people who challenge you and your assumptions, bring new perspectives, and stretch the team’s thinking. Foster a culture of learning and experimentation, encourage continuous improvement, and create mechanisms for knowledge sharing.
The best teams I’ve led or been part of were those where people believed deeply in the mission and where each person felt empowered to contribute, test, and grow. It’s the kind of energy I try to bring to Corsearch every day.
About Carrie Heath
Carrie Heath is an accomplished marketing leader with 15+ years of experience spanning iconic consumer brands and B2B technology companies. She thrives at the intersection of creativity, strategy, and growth, translating complexity into clarity through bold, data-driven execution. Skilled in digital marketing, lead generation, and sales enablement, Carrie leverages AI and global GTM strategies to drive innovation, deliver measurable business impact, and build high-performing, empowered marketing teams.
