Description:
Directs the development of marketing programs to popularize the products to customer audience (technical and non-technical). Assesses existing and potential markets, coordinates technical product development, develops product strategy, defines promotional activities as well as manages product launches. Activities may include technical sales support; product advertising/promotion; planning, developing, and implementing multiple channel programs; and directing the development of company market requirements for specific product(s) or product line(s). Selects, develops, and evaluates personnel to ensure efficient operation of the function as well as develops, modifies, executes (and may authorize) marketing policies. Will be responsible to drive pipeline and billings for the assigned industry / region mainly supporting Inside Sales team.
Responsibilities
Drive Demand Generation And Lead Management Strategy
- Facilitate the planning of B2B campaign strategy to deliver growth pipeline to support the business
- Adoption of Demand Generation and Lead Management best practices
- Develop Lead Generation success metrics
- Select and manage agency partners to drive campaign execution
- Participate in Brand Marketing planning activities to contribute strategy and timing
- Develop/ implement campaigns in collaboration with the Global teams and Demand Center
- Work with leading Industry associations and build relationships to drive thought leadership where applicable
Plan And Execute B2B Campaigns (Acquisition, Cross-sell/Up-sell)
- Plan, build and execute B2B campaigns (with content support from the Programs and Communication teams) to support inside sale
- Configure and build campaign strategy to implement with Marketing Automation
- Identify content needs for campaigns
- A/B testing of campaigns to increase success rate
Execute 1: Few nurture campaigns
- Develop 1:Few nurture campaigns to target customers/prospects for Focused Accounts
- Communicate availability and benefit of nurture campaigns available to the salesforce
- Lead Management process execution
- Work closely with the inside sales team to ensure adoption of Lead Management best practices and delivery of Sales Qualified Leads
Industry Strategic Campaign Planning And Execution
- Develop and implement an annual marketing strategy supporting the business objectives of sales groups and outlining marketing activities to gain awareness and increase sales leads
- For each industry, leverage data to build effective annual and quarterly marketing plans
- Create, generate ideas and implement and/or direct compelling, measurable marketing campaigns for specified marketing industries to generate demand with marketing communication team and vendors, and create business opportunities
- Create marketing collateral and material designed for customer target segment
- Work with vendors for campaign support
Budget And Revenue Accountability
- Allocate marketing budget (A&P) in line with the sales group's strategy, manage the spending, and ensure effective use of marketing budget to maximize ROI of all programs
- Monitor the delivery and execution of plans and measures effectiveness of resource allocation, efficiency and ROI
- Manage budget and vendor relationships to provide campaign support