Welcome Angelica Murphy, VP of Marketing at OnRamp on this episode of 🔥The Lantern🔥
OnRamp helps customer teams drive more revenue without adding headcount by moving customers through activation faster.
🔍 What is OnRamp’s Marketing team building? 🔎
The Marketing team doubled in size this past year and is building a modern B2B Marketing engine for OnRamp’s next phase of growth.
They’re weaving AI into day-to-day operations for automation and data enrichment while maintaining accuracy. The focus is on making the team move faster without sacrificing precision.
🗺️ What does the 2026 Marketing engine look like? 🗺️
Angelica’s team is focused on four key areas:
1.) Brand and Storytelling: helping the market understand that onboarding is a critical issue
2.) Pipeline Generation: supporting Sales and CS with tight Go-To-Market alignment
3.) Customer advocacy and Enablement: turning customers into advocates who tell OnRamp’s story
4.) Internal communications: making sure everyone at OnRamp knows how to build the brand
🤔 What’s the story OnRamp is telling the market? 🤔
Customer teams are being asked to drive more revenue without adding headcount.
They have an NRR problem because customers get stuck in activation or can’t onboard at all. This creates a massive barrier to growing revenue internally.
OnRamp helps companies realize this is a bigger issue than they think and shows them how to move customers through onboarding faster.
🧠 What has Angelica learned about building Marketing? 🧠
Internal communications is one of the most important pieces, especially when you’re doubling in size.
With new SDR functions and constant onboarding of employees, Marketing needs to help everyone find what they need from messaging to branding to even something as simple as updating signature banners.
These “tiny steps” actually play a larger part in overall branding. Constant communication with SDR, Product, and CS teams helps make messaging clearer and stronger to the market.