Develop and execute programs to generate pipeline through lead-generation initiatives including SEM, SEO, retargeting, content syndication, nurture programs, social media, email campaigns, and webinars.
Oversee digital spend and budget process, including monthly reporting on forecast vs. actual, cost per lead, account penetration, and pipeline return.
Partner closely with product marketing to ensure proper messaging, timing and execution of one-off and always on marketing programs across email, web personalization, advertising, content syndication.
Develop, build and maintain multi-touch nurture programs, and ensure the company upholds industry standards and best practices for email cadences.
Create Lead Scoring methodology based on analysis of highest converting leads; work with sales team to roll out and optimize.
Oversee ABM account plans in partnership with the business development reps; oversee our top account lists and lead the quarterly refresh to achieve ABM goals and objectives.
Using data, identify industries, companies, and personas most suitable to target, then build and optimize campaigns that capture high value inbound and ABM leads.
Analytics & Reporting
Establish KPIs for all programs, create results forecasts for same, and track performance to ensure marketing plans are delivering expected business outcomes.
Manage reports and dashboards to provide visibility in marketing campaign results including inbound and ABM channel performance, lead distribution, opportunity stages, pipeline contribution, and ROI
Own the quarterly planning process for the demand generation budget, ensuring that programs are executed and funds are allocated to maximize program ROI and meet our sales goals.
Technology
Own the website infrastructure and development process.
Design and execute the multivariate testing program for emails and landing pages. Recommend and implement improvements to increase conversions.
Manage programs that capture prospective customer’s contact information and nurture them through automated journey marketing.
Own the delivery infrastructure for webinars. Partner with product marketing and SDR team for content and recruitment respectively
Experience
7-10 years of experience in B2B SaaS demand generation experience technology
Demonstrated success driving revenue through marketing campaigns
Proficiency with Salesforce, including ability to run reports and manage campaign members
Experience with email marketing or marketing automation tools, specifically Hubspot is a plus
Experience with ABM and knowledge of martech landscape a huge plus
Demonstrable experience leading and managing SEO/SEM, retargeting, email, social media and/or display advertising campaigns
