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Demand Generation Manager / B2B Digital Marketing Manager.

Posted 10/22/2018

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The Demand Generation / B2B Digital Marketing Manager will oversee the planning, development and execution of inbound and outbound digital marketing, as well as marketing analytics and reporting.

Overview:

The Demand Generation Manager (also known as B2B digital marketing manager / marketing automation manager), overseas the planning, development and execution of inbound and outbound digital marketing efforts via Marketing Automation technology, Web properties, search engine optimization (SEO), search engine marketing (SEM), online affiliates, mobile and emerging online channels. The role will be focused on designing and implementing Demand Funnels as well as measurement of marketing programs.

Roles / Responsibilities:

  • Design demand funnels with marketing-sales alignment and processes
  • Manage corporate Web properties to support the company’s business objectives (e.g. revenue, qualified leads, brand presence, awareness)
  • Plan and execute nurture programs and segmented email campaigns. Work closely with marketing operations admin to connect campaigns to the backend and CRM
  • Establish program measurement methodology and analyze results in terms of ROI and success criteria (attraction, engagement, qualification, acceleration)
  • Manage SEO/SEM efforts
  • Use digital metrics (e.g. site traffic, visitor paths, conversion rates) to optimize online marketing spend
  • Test the performance of landing pages, special promotions, content and product placement
  • Coordinate with marketing communications to align online activity with broader campaign initiatives
  • Set inbound lead goals and measure results
  • Oversee media spend and search against performance metrics to optimize results
  • Develop buyer-centric Web site navigation

Organizational Interlocks:

  •  Marketing communications
  •  Marketing and sales operations
  •  Sales
  • CET (Service Team)
  • IT and web development

Technologies Supporting the Role:

  • Marketing automation platform (Pardot)
  • Salesforce automation
  • Web content management (CMS)
  • Web analytics tools
  • Social media platforms, monitoring tools

Success Metrics:

  • Web site traffic and goals, Web property engagement/conversion
  • Demand funnel conversion metrics (inquiry to marketing qualified lead [MQL], MQL to sales accepted lead [SAL], SAL to sales qualified lead [SQL], SQL to close)
  • Social media impact (network growth, share of voice, sentiment, influence)

Education:

Bachelor’s degree required. (In marketing / business / communications – an advantage)

Background / Experience:

  • Three to five years of online marketing experience with a strong focus on analytics
  • Two or more years of SEO/SEM, b-to-b social media experience
  • Experience optimizing Web sites for branding and demand creation objectives
  • Experience managing agency relationships strongly desirable
  • Development of integrated marketing programs that combine inbound and outbound tactics
  • Familiarity and experience with reporting tools and methodologies
  • Acquaintance with marketing automation systems (preferably Pardot) and Salesforce – a must!

Skills:

  • Technical skills:
    • Implementation and building technical requirements for marketing automation and salesforce automation – a must
    • Programming, UI/UX, systems integration, Web development – an advantage
  • Project management
  • Analytical
  • Creative
  • Ability to manage multiple projects in a fast-paced, deadline-driven environment
  • Excellent problem solver
  • Innovative
  • Collaborative
  • Detail-oriented
  • Flexible/adaptable

Knowledge:

  • Demand funnel stages and process design
  • Buying Cycle, Personas, segmentation, sales and marketing processes
  • Demand type and how it relates to the Web experience
  • Organization’s product/service mix, key industries/segments (insurance background – a plus)
  • Technology trends, Web technology use/optimization, current and emerging Web/Internet applications
  • Company brand/value proposition