The Sr. Demand Generation Manager is responsible for planning and executing multi-channel, multi-touch programs that create new sales pipelines, improve win rates and increase sales velocity. You will partner with sales leaders to determine the strategic priorities for your specific market. You will create a set of marketing objectives and programs to meet these business priorities. You will decide the optimal mix of channels (both digital and face-to-face), vendors, and offers to use your budget most effectively to hit pipeline and booking targets. You will need to employ holistic strategies that span from high-touch ABM programs to traditional always-on email nurture to broad display advertising as well as executive, owned, and industry events. You will manage external agencies and internal resources to execute your strategy. To be successful in this role you must forge partnerships with multiple disciplines including Sales, Operations, Lead Development, Event Marketing, Content Marketing, Product Marketing, and Digital Marketing.

Roles/Responsibilities

• Develop and execute measurable demand creation and pipeline acceleration programs that predictably create quality pipeline and and convert them to revenue
• Optimize and iterate the plan to decrease CAC
• Drive tight alignment with Sales on programs to influence key pipeline opportunities
• Work with event and digital marketing managers to ensure a balanced demand program portfolio
• Adjust plans in real time to take advantage of changing market conditions and emerging opportunities
• Work with website resources and digital channel managers to ensure a best-in-class web/digital experience, with best-in-class engagement and conversion rates
• Assess performance, create strategies, and work with testing resources to optimize conversion rates
• Help optimize the end-to-end lead management process in conjunction with Marketing and Sales Ops, including lead capture, scoring, nurturing, sales acceptance, recycling, etc...
• Forecast, measure, analyze, and report on the impact of all demand creation activities (both in-person and digital) on sales pipeline, bookings and sales cycle length
• Evaluate, select, and manage outside vendors that contribute to demand creation and field marketing programs
• Proactively engage with sales to determine sales needs and work with marketing resources to develop training and content to enable sales to execute appropriate tactics
• Communicate and educate the lead dev and sales teams regarding new and planned marketing activities
• Predictably hit Revenue and Pipeline targets
• Manage and adhere to budget

Success Metrics

• Demand funnel KPIs (volume, conversion, velocity, value)
• Sourced and Influenced Pipeline
• Sourced and Influenced Revenue
• Account-level engagement metrics
• Database Health (growth, quality, deliverability)
• Cost per inquiry, cost per lead, etc.

Education/Experience

• BA or BS degree
• 4+ years of b-to-b demand creation experience---execution of successful seeding, demand creation, lead nurturing, and pipeline acceleration programs, preferably in SaaS tech space, preferably at a medium to large company
• Knowledge of acco unt-based marketing, demand type, relative targeting, and the b-to-b buying cycle
• Mastery of Demand Waterfall processes and metrics
• Understanding of lead scoring attributes and schematics
• Demonstrated knowledge of channel-specific conversion reporting/metrics
• Experienced in designing and implementing multi-touch, multi-channel marketing program plan
• Strong knowledge of supporting technologies including Marketing automation (Marketo preferred), Sales force automation (SFDC preferred), Web content management, Web analytics, Business intelligence
• Proven record of supporting sales to meet or exceed pipeline and revenue targets

• History of budget management

   

Sk lls/Behaviors

• Detail-oriented, holistic thinker
• Can balance competing priorities
• Planning/project management---highly organized; Can juggle multiple projects in a dynamic, high-pressure environment
• Leadership and initiative to drive business objectives---self-starter
• Ability to understand decision impact on other areas of the business
• Strong consultative marketing approach to effectively engage with sales
• Ability to direct content requirements that drive demand and pipe acceleration
• Highly collaborative
• Excellent communicator with proven ability to clearly convey complex ideas and data in written, presentation, and spoken formats to a variety of audiences
• Team player with willingness and ability to set strategies and do execution as needed
• A highly motivated individual who thrives in a fast-paced team environment and is readily adaptable to changing market and organizational requirements