Sr. Director, Demand Generation

Position Summary:

As a Sr. Director of Demand Generation you will oversee and manage all demand generating activities that drive high quality leads into and through the sales lifecycle, and measure the overall effectiveness and ROI of marketing channels, initiatives, and campaigns in support of our revenue growth objectives. 

Essential Job Functions:

Strategy and Management 

• Partner with Product Marketing and Sales to understand strategic business priorities and co-develop marketing plans that best align to business & selling objectives within current resourcing 
• Drive demand generation strategy and best practices that span marketing mix, channels and sales cycle complexity
• Oversee campaign development & launch to ensure ongoing quality standards are met/exceeded for all in market campaigns/ programs
• 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 generation KPIs and results (campaign & sales cycle) to inform and drive ongoing optimization and prioritization 
• Interface with sales leadership for ongoing closed loop feedback and optimization
• Develop and execute overall integrated program/ campaign plans to directly contribute to pipeline and revenue objectives while ensuring overall quality standards are met/exceeded across each touch point
• Work with cross-functional teams collaborating with Product, Marketing, Sales and others as needed to support planning, ongoing strategy and optimization of demand generation efforts 
• Determine optimal mix of demand generating, awareness campaigns/ programs, and activities for assigned areas in support of pipeline and contribution goals
• Work with Product Marketing to ensure inputs needed to support campaign/ program success including: ideal customer profile (ICP) and/or named accounts, buyer personas, content consumption preferences, watering holes, buying behavior, need, urgency, beliefs, targeted value prop(s) and key points of differentiation  
• Develop ABM programs - responsible for helping to lead the strategy, design, implementation and measurement of 1:1 and 1: few ABM initiatives that bring together Marketing, Product, Sales, Tele, and Customer Success teams as appropriate to create new pipeline opportunities, expand footprint in existing accounts, and/or accelerate opportunities already in progress within target accounts

Demand Generation and Nurture Program Management 

• Develop and execute multi-channel account-based marketing (ABM) and demand generation strategies that are aligned to targeted audiences and sales objectives in support of pipeline and revenue goals
• Facilitate intra-marketing comms to ensure coordinated and integrated efforts that amplify existing DG investments across PR, Social, Digital, Events, and Tele
• Be able to get inside the minds of the buyers to facilitate authentic conversations and timely promotions that move buyers through the funnel with greater velocity and precision
• Continually optimize online & offline programs to ensure customer acquisition costs are in line with return on investment goals
• Manage, mentor, oversee a team of internal marketing program managers, external vendors and budget to accomplish goals
• Always be reinforcing best practices while evaluating the latest B2B marketing strategies, growth technologies, experimenting and optimizing different tactics, and consistently meet or exceed pipeline and revenue goals
• Analyze campaign outcomes in detail, drawing insights and presenting results clearly to facilitate sound decision making and next steps
• Collaborate with cross-functional teams to drive consensus, incorporate ideas, and obtain buy-in on programs to ensure quality, amplification, and launch
• Create and maintain campaign briefs that can be shared with key stakeholders, summarizing objectives, strategy, audience, key messages, key offers/assets, measures of success and timing
• Work with key stakeholders across the organization to provide training, communications, and other support materials to ensure the effective launch of campaign/program into relevant sales channels (Tele, CSMs, AE’s, etc.) and tracking of opportunities
• Maintain ongoing, cross-channel Marketing Programs calendar and library of campaign assets (briefs, content, creative, messaging, tools) that can be accessed by all relevant intra-Marketing stakeholders
• Work with Product Marketing to create, repurpose, refresh highly relevant educational, thought leadership, and solution specific content offers that cross stages of the buy-cycle to feed the ongoing revenue marketing engine 

Email Marketing  

• Manage all aspects of email campaign execution including strategy and list formulation, campaign definition, KPIs, design, testing, deliverability and results analysis
• Strategize, develop, maintain, optimize automated email nurture engine that flows newly engaged interest and systematically nurtures it across stages of the buy-cycle leveraging personalized, progressive content and messaging relevant to the persona
• Measure and report on email marketing campaign results and compare against known baselines and relevant industry benchmarks
• Develop proficient expertise in marketing automation platform and its capabilities – understanding best practices and leveraging its full features and functionality
• Create and execute email test plans for ensuring continual optimization of creative and offers to drive greater levels of engagement

Program Analysis, Reporting and Optimization 

• Own the ongoing inspection and optimization of the full “Inquiry – Closed-Won” lifecycle for all 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, advocacy, retention) monitoring campaign KPIs for ongoing optimization and reporting
• QA, inspect, analyze, report on marketing contribution to MQLs, Direct to Sales, Sales Accepted Opportunity (SAO), SAO value, Closed-Won 
• Leverage marketing automation platform, SFDC, 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 as needed 

Education and Experience:

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