Advisory Panel Member
Vice President Global SMB Channels
Areas of Expertise
Digital Marketing Strategy; Understanding Customer Experience; Driving Innovation Through Digital; Strategic Social Media; Driving Integrating Digital Marketing; Analytics and Measurements;Digital Transformation
Leah Quesada is vice president of global SMB channels marketing and communications for Xerox Corporation.
Quesada’s team supports channel expansion activities with global marketing deliverables that help partners realize how they can expand into new sources of revenue by connecting with Xerox technology and services.
Quesada also helps Xerox channel partners create new revenue sources by effectively building their brand presence inside a digital world. With 57% of the buyer journey happening digitally (Source: CEB), digital engagement and selling is critical to business growth. Her team helps to transform the way channel partners create awareness, drive consideration and build new prospects to successfully compete in the digital business world.
Through effective content marketing, her team helps shape the way Xerox communicates to both prospective channel partners and small and medium businesses, helping generate marketing qualified leads for our partners.
Quesada helped transform marketing at Xerox with insights-led approach. The new disciplines she instilled are featured in Chapter 5 of the marketing book: Challenger Customer, Selling to the Hidden Influencer Who can Multiply Your Results. She was featured at Forbes and Harvard Business Review. Recently, Quesada was named CRN’s 2017 Top 100 Women of the Channel.
Quesada started Xerox as a software engineer in Los Angeles, California. She has held multiple technical, marketing and operations management positions including overseas assignments in Latin America where she helped open new markets and channel partner opportunities.
Quesada speaks five languages including English, Brazilian Portuguese, Spanish, Filipino, and a dialect. She holds a bachelor’s degree in computer science from the University of California, Los Angeles, a master’s degree in computer science and master of business administration from the University of Southern California. She is also a member of the CEB Marketing Advisory Council.
Quesada currently resides in Pittsford, N.Y. with her husband and son.
Challenger Customer book link: https://www.amazon.com/Challenger-Customer-Selling-Influencer-Multiply/dp/1591848156/ref=sr_1_1?s=books&ie=UTF8&qid=1498768266&sr=1-1&keywords=challenger+customer
Forbes link: https://www.forbes.com/sites/patrickspenner/2013/12/03/inspired-b2b-marketing-with-xeroxs-leah-quesada/#57a99f3545ee
Harvard link: https://hbr.org/2016/02/avoid-these-common-b2b-content-marketing-mistakes
CRN link: http://wotc.crn.com/wotc2017-details.htm?w=339