Director, Demand Generation & Field Marketing

We are ExtraHop. We're on a mission to provide security teams with the intelligence they need to confront and stop advanced threats like supply chain attacks, zero day exploits, and ransomware attacks. Cyber attackers still have the advantage. We’re taking it back with creativity, intellectual curiosity, and a sense of humor. Are you ready to help us reclaim the upper hand?

If so we’re looking for Director, Demand Generation & Field Marketing who has the insight and experience needed to lead a small but mighty team while also contributing to the important daily work of the business. Someone who can translate industry and customer-driven insights and business-level objectives into Revenue Marketing objectives, and who will successfully optimize the effectiveness of pipeline generation, pipeline progression and marketing spend. Someone who can easily pivot between strategic thinking and vision setting while also being the executor with an eye on the details in a fast-paced, high growth B2B tech environment.

As Director, Demand Generation & Field Marketing you will own the strategy and execution of demand generation programs for the segment/ region your team supports. Working closely with cross-functional teams, you'll design, plan, manage, and optimize integrated demand generation strategies to generate and accelerate pipeline. You will oversee and manage demand generating activities driving high quality, in-target leads into and through the sales lifecycle, and measure the overall effectiveness and ROMI of marketing channels, initiatives, and campaigns in support of your segment/ region specific revenue growth objectives.

What you’ll do:

• Partner with Product Marketing and Global Campaigns to understand the industry and buyer landscape and strategic business priorities and co-develop marketing plans that best align to business & selling objectives within current resourcing
• Be able to get inside the minds of the buyers to facilitate authentic conversations and timely cross channel engagements that move buyers through the funnel with greater velocity and precision
• Set segment/ region specific demand gen strategy and oversee the execution of all top of the funnel, pipeline building and field marketing efforts
• Develop and execute overall integrated campaign plans to directly contribute to pipeline and revenue objectives for assigned segment/ region while ensuring overall quality standards are met/exceeded across each touch point
• Determine optimal program mix of awareness and demand generating activities for assigned areas in support of pipeline and contribution goals
• Own deliverables across the entire marketing funnel (Inquiry – Sales Qualified Lead), track and optimize performance at each stage in the funnel, and create a predictable and healthy demand engine while achieving engagement goals with named/targeted accounts
• Provide ongoing review/ analysis of all relevant demand gen KPIs and results (campaign & sales cycle) to inform and drive ongoing optimization and prioritization
• Build solid relationship with sales leadership and interface with sales team to provide ongoing visibility into key campaigns and drive ongoing collaboration, closed loop feedback and optimization
• Provide ongoing review/ analysis of all relevant demand gen KPIs and results (campaign & sales cycle) to inform and drive ongoing optimization and prioritization
• Manage to established OKRs (objectives and key results), track and manage demand generation performance, and make data-informed decisions related to ongoing optimizations
• Collaborate cross-functionally across marketing, sales, operations, pr/comms. Maintain a feedback loop with other departments to optimize lead generation campaigns
• Oversee assigned segment/ region specific demand generation budget and track spending to understand and improve customer acquisition costs
• Measure and optimize marketing programs to ensure activities are effective, efficient, and geared towards driving 3-5x ROMI
• Manage, mentor, grow high-performing demand generation/ field marketing team members
• Research, manage, oversea external agencies/ contractors that act as an extension of our internal teams to accomplish goals
• Own the ongoing inspection and optimization of the full “Inquiry – Closed-Won” lifecycle for all segment-specific marketing contributed pipeline to ensure that you have a full picture view of – what is progressing/ isn’t and where we are winning/ not – to help inform strategies and increase win rates
• Drive ongoing quality assurance to maintain complete transparency and ensure that all marketing supported initiatives and results are appropriately tagged in SFDC and marketing automation system
• Measure cross-channel marketing program effectiveness against key/primary measures of success (awareness, demand gen, customer engagement, advocacy) monitoring campaign KPIs for ongoing optimization and reporting
• QA, inspect, analyze, report on marketing contribution to Inquiry – Closed-Won for assigned segment/ region
• Leverage marketing automation platform, SFDC, 6Sense and other third-party tools to understand segment specific customer lifecycle behaviors to feed ongoing campaign/program optimization

Required Skills:

• Comprehensive knowledge of and demonstrated success in both ABM and traditional marketing in B2B technology/ complex sale SaaS environment
• Project management skills and proficient experience managing cross-channel, integrated campaigns that spans strategy, planning, activation, measurement/analysis, optimization
• Have a creative, yet data-driven mindset that drives open dialog and healthy debate
• Understand lead scoring and complex B2B sales revenue lifecycle including MQL-SQL handoffs and have at least a baseline knowledge of CRM systems
• Ability to analyze unique customer/segment situations and apply strategic marketing ideas to meet those challenges
• Demonstrated ability to manage large complex projects and programs to completion, within budget and quality expectations
• Metrics driven and results oriented with demonstrated analytical skills
• Ability to learn quickly, synthesize and act based on learnings
• Ability to effectively communicate both the value and benefit of overall and specific marketing channels
• Excellent interpersonal and organizations skills, detail oriented, ability to drive ruthless prioritization ongoing
• Strong communication skills, verbal and written required
• Flexibility to work in a rapidly changing environment
• Ability to meet tight deadlines (ability to work under deadline pressure) across a range of initiatives
• Ability to travel occasionally, as needed

Education and Experience:

• Bachelor’s degree in Business, Marketing, Communications or equivalent related experience
• 10+ years B2B demand generation/ marketing experience in tech/ SaaS-based complex selling environment
• Proficiency in marketing automation platforms a must (Eloqua preferred)
• Previous experience with budget and resource management responsibilities
• Experience working with and/or managing in-house or external SDR organizations
• Significant experience working with dynamic teams and internal stakeholder groups