Summary:
We seek a highly experienced Director of Demand Generation to lead our demand generation efforts, including the attraction, engagement and conversion of prospects into qualified sales opportunities. This individual will be responsible for developing superior and highly effective inbound and outbound demand generation programs across all channels, products and key market verticals to drive pipeline growth. This accomplished individual must possess the ability to successfully take programs from concept to execution and evaluation against quantitative objectives.
The right candidate thrives on the metrics and processes of B2B marketing. He/She understands how to optimize marketing programs spend, test and optimize lead nurturing programs, manage marketing operations, develop marketing campaigns and measure leads to closed opportunities. As a leader, you will report directly to the Chief Marketing Officer and work closely with the Sales, Product Marketing and Marketing Communication teams to increase pipeline and revenue growth. Success will be measured by conversion to opportunity with the goal of driving new customer acquisition, as well as existing customer cross-sell/up-sell.
Job Requirements:
- Establish quarterly marketing lead generation and opportunity creation targets with Sales and deliver leads per agreed upon targets
- Work closely with Product Marketing to prioritize marketing campaigns and GTM activities
- Develop marketing programs that outline campaign objectives, target audience, key message, program sequencing, metrics and calls to action
- Manage the execution of integrated marketing campaigns that build pipeline and mature existing opportunities; this includes strategy, creative direction, campaign objectives, and validation
- Develop segmentation and identify opportunities to drive targeted campaigns that generate new leads and/or nurture existing leads
- Assess, grow, and segment prospect database to improve program results
- Develop strategies for inbound and outbound campaigns including tactics such as webinars, content syndication, list rentals, social media, SEM/Remarketing, etc, to build lead database and increase qualified opportunity creation; manage team of program managers in planning & execution
- Manage Marketing Programs Manager, Marketing Operations Manager and Social Marketing Specialist
Marketing Operations
- Develop program to test, measure and refine email and progressive nurturing campaigns with marketing automation
- Manage marketing metrics and ROI analysis; work with cross functional teams to manage and present monthly, quarterly and annual metrics on marketing revenue performance management
- Work with website team in marketing communications group to report monthly on website performance and conversions
- Manage and optimize lead scoring models
- Maintain internal calendar(s) of all programs, budgets, etc. and communicate widely across company, as appropriate
- Manage, track, report and present programs budgets by channel - campaign costs, performance, and ROI through the demand generation lifecycle
- Negotiate and manage vendor relationships
Basic Qualifications:
- BA, BS or higher in marketing, communications, business or related field
- 7+ years of proven, successful global inbound and outbound demand generation program creation, execution, measurement, analysis and reporting across channels, products and verticals
- Previous experience marketing web technology platforms and solutions
- Previous experience marketing open source products and solutions preferred, but not required
- Demonstrable success in creating, executing and measuring integrated marketing campaigns across channels with a track record of success achieving KPIs in the high tech B2B space
- Superior organizational and operational skills and ability to juggle multiple projects and shifting priorities in a fast-paced, ever-changing environment, while meeting stringent deadlines
- Previous experience managing multichannel marketing budgets and processes
- Superior written and verbal communication skills
- Ability to matrix well across all organizational stakeholders, particularly Sales and Product Marketing
- Highly knowledgeable of CRM and Marketing Automation platforms such as Salesforce and Marketo
- Creative, resourceful, and out-of-the-box thinker
- Strong writing, Excel, and PowerPoint skills
- High-energy, proactive, creative, team-oriented, analytical individual and leader with a passion for building businesses
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