DEMAND GEN MARKETING LEADER

About the Role

Build and lead a demand generation function collaborating with product management to align programs with release plans and revenue goals; product/solution marketing to maintain consistent messaging, use competitive differentiators, and optimize account-based marketing; content marketing and creative agencies to produce compelling content and CTAs mapped to segments, personas, and buying stages; digital marketing teams or agencies to ensure websites, landing pages and owned channels promote demand-gen campaigns; sales and field marketing for in-region events and localization; corporate/influencer/PR teams to align editorial and social calendars; SDRs to keep follow-up and outbound messages aligned with marketing; sales leadership to execute account-based programs; sales enablement to build sales plays supporting each initiative and pipeline goals; customer success teams to identify leads for cross-sell and upsell; and partner/channel marketing to extend demand-gen campaigns.

What You'll Do

• •Build multichannel campaigns (inbound, outbound and offline) that align messaging to the target audience and to the buyer journey, including:
• •Inbound: Search engine optimization (SEO) — Deliver programs that improve organic search rankings and maximize investment in search engine optimization. Search engine marketing (SEM) — Lead development of ad copy and landing page development to capture lead data from paid search engine marketing efforts. Advertising — Develop targeted campaigns via social advertising (such as LinkedIn, Facebook and Twitter), display and retargeting, and content syndication via third parties and programmatic advertising vendors.
• •Outbound: Email — Clearly articulate business value to drive interest in our products and services. Lead development of email subject lines and copy that are personalized on the basis of the needs of the target profiles. Direct mail — Identify key targets and lead the creation of compelling direct mail offers that drive buyers to act. Direct outreach — Work closely with SDRs to develop interactions that drive buyers to act, including teleprospecting scripts, email templates and ongoing “sales plays” to support campaign activity.
• •Offline: Tradeshows — Develop overall tradeshow strategy objectives and supporting tradeshow calendar with comprehensive preshow, on-site and follow-up campaign efforts to drive interest from attendees and accelerate engagement with existing opportunities. Ensure internal thought leaders are well-represented through tradeshow speaking opportunities and participation. Hosted events — Working closely with customer-facing teams, lead efforts to deliver annual thought-leadership-based user conference, and support field marketing teams with regional roadshows. Partner events — Co-market hosted events and co-sponsor tradeshows to enable co- selling with channel partners.

What We're Looking For

• •Knowledge of and familiarity with CRM lead management tools (such as Pardot, HubSpot, Marketo and Oracle Eloqua).
• •Familiarity with the leading digital and social marketing platforms (such as Google and LinkedIn).
• •Familiarity with advertising technology platforms (such as Google Ads and AdRoll).
• •Familiarity with marketing technology and tools, including personalization engines; firmographic, technographic and intent data platforms; and content marketing platforms.
• •Familiarity with common spreadsheet applications (such as Excel), including pivot tables and charting.
• •Familiarity with building and optimizing account-based marketing programs.
• •Understanding of buyer’s journey and marketing funnel stages.
• •Ability to forecast the marketing funnel to ensure campaigns are measured and optimized across the buying cycle and align with sales targets.
• •Understanding of the typical approaches, methods, challenges and output of multichannel attribution models and media mix modeling.
• •Ability to present results in consumable formats, including dashboards, reports and data visualizations.
• •Developing and leading an RFP process when seeking new agencies.
• •Ability to hire and manage a team of direct reports, such as: Campaign managers. Marketing operations managers. Marketing automation specialists.
• •Effectively managing budgets with and through agency partners.
• •Cross-functional communication skills, including: Project planning and management. Ability to build relationships with functions outside marketing, such as sales, IT and product management.

Nice to Have

• •Measuring Performance establish a means to track and report on marketing performance.
• •Performance measures for a director of demand generation fall into two categories.
• •First, performance metrics will include a roll-up of the day-to-day work of the campaigns that the role manages, such as: Development and launch of product release campaigns on time and in budget. Development and execution of targeted demand generation programs, including nurture builds. Daily campaign performance and optimization.
• •Second, performance measures should reflect the strategic responsibilities of the role, including: Health of marketing and sales funnel. Account engagement. Pipeline contribution. Revenue contribution. ROI by marketing channel and campaign.

What We Offer

•Competitive compensation aligned with industry standards.

•Opportunity to lead high-impact demand generation initiatives in a fast-growing environment.