Description:
The Marketing Manager is responsible for the strategy and execution of marketing programs that capture, and nurture leads across multiple channels for our Australian product portfolio, spanning across 2 divisions, Manufacturing and Field Service. In this role, you will be responsible for developing integrated campaigns and programs to generate leads through digital channels including events, paid search, paid social, website/SEO optimization, content generation and additional supporting activities. The position reports to the Director of Demand Generation and will work closely with product marketing, customer marketing, and sales. This position is a hybrid role with 2 days in the office each week.
Responsibilities
- Drive marketing goal attainment with the results of growing new systems pipeline and bookings. Key metrics include Lead Attainment, Lead to MQL conversion targets, MQL attainment, MQL to SQL conversion targets and SQL (qualified pipeline) attainment; performance based off KPI metrics.
- Engage with market experts and ECI content team to develop content plans that will serve as the foundation for all inbound demand generation via digital channels.
- Develop and execute integrated demand generation plans that leverage digital delivery channels to engage with and attract leads, including search (organic and paid), email, nurture programs, webinars, tradeshows, digital industry publication programs, content syndication, blog and long-form content creation, social media (free and paid), and additional channels.
- Manage Lead Generation Channels to create positive ROI from leads generated off PPC, PPL, and HQL programs partnered with companies like Gartner and other software review sites.
- Manage tradeshow strategy in partnership with our partnering agency, including but not limited to show selection, lead generation, footprint, and communications.
- Increase top of funnel leads, monitor, and improve program performance and manage conversion rates throughout the marketing and sales funnel.
- Align all programs with business goals and provide bi-weekly reports showing progress toward goals.
- Track, analyze and report on key KPIs, including Impressions, Clicks, Conversions, Organic vs. Paid traffic, channel performance, and lead funnel attainment.
- When necessary, develop and implement pipeline acceleration programs jointly with sales.
- Proactively engage with sales, coordinate, communicate and optimize impact of marketing activities, including prospect facing content, customer stories and other sales and marketing collateral.
- Efficiently and effectively own the marketing budget per product, aiming to achieve industry standard Return on Marketing Investment (ROMI) KPIs
Technologies Supporting The Role
- Pardot (Marketing Automation)
- Salesforce (CRM)
- Craft (CMS)
- Pathfactory (Content Repository)
- Asana (Project Management)