Senior Director, Demand Generation

3 weeks ago

Phoenix, United States Sloane Staffing Full time
B2B Demand Generation Senior Director is a strategic leader responsible for developing and executing compelling marketing campaigns that drive consideration among target segments and generate and nurture high quality leads . This role involves a combination of strategic thinking, strong marketing automation & mar-tech, B2B demand generation, ABM, lead scoring, and omni-channel engagement expertise. This leader will collaborate with various departments, including IT, commercial sales, product, finance and operations.

RESPONSIBILITIES:

Strategy Development:
  • Develop and implement a comprehensive demand generation strategy aligned with business goals
  • Define target audiences and segments, needs, and value proposition and messaging tailored to each segment
  • Develop a quarterly demand generation calendar and gain buy-in from critical stakeholders in Commercial and product functions. Plan calendars at the minimum 1 quarter in advance
Marketing Campaign Development:
  • Develop holistic marketing campaigns and tactics that leverage the full suite of capabilities including SEO/SEM, PPC, Display Ads, Events, Tradeshows, Webinars, Paid media, Paid Social, Re-targeting, ABM etc.
  • Ensure campaigns and tactics reflect current organizational priorities and are personalized and hyper-localized
Lead Generation and Funnel Management:
  • Own overall lead generation and management, define different lead stages from MQL to SQL and implement lead scoring to qualify leads from marketing stand point and develop 2-way lead handoffs and qualification between marketing and commercial teams
  • Build strong organic traffic and lead funnel from our website in addition to bringing high quality paid leads
  • Utilize marketing automation tools (salesforce marketing cloud) to nurture leads through the sales funnel
  • Leverage ABM tools (e.g. Demandbase) to de-anonymize anonymous traffic on website and use intent data to decode purchase signals and partner with commercial teams for prompt conversion
  • Provide weekly lead trending updates to commercial teams
Performance Monitoring and Reporting:
  • Analyze existing demand generation and lead trending dashboards and develop a holistic demand generation dashboard that helps us understand effectiveness and efficiency of our marketing campaigns and demand generation programs
  • Partner with Business Intelligence teams to validate data accuracy and automate report generation
  • Provide visibility around demand generation effectiveness and YoY/QoQ trending to broader organization
Data Analysis:
  • Use analytics tools (Tableau and others) to measure and analyze the performance of demand generation campaigns
  • Optimize strategies based on data insights to improve conversion rates
  • Drive a culture of data-driven decision making
Innovation and Emerging Trends:
  • Stay informed about industry trends, competitive activities, and customer behaviors
  • Employ a growth mindset and continuous learning mentality to seek and understand emerging trends and technologies in B2B demand generation
  • Implement and leverage marketing technology and automation tools to streamline processes and enhance effectiveness
Budget Management:
  • Develop and manage the budget for demand generation activities
  • Ensure cost-effectiveness and a positive return on investment (ROI)
Customer and Prospect Data Ownership:
  • Own customer and prospect databases and develop robust, automated processes to avoid duplicates and augment segmentation variables with other external data sources (e.g. Zoominfo)
  • Ensure cost-effectiveness and a positive return on investment (ROI)
SKILLS + EXPERIENCE:

Education:
  • Bachelor's degree in computer science, business, marketing, finance, economics, or a related field. Advanced degree (MBA) preferred
Experience:
  • 15+ years of progressive experience in B2B demand generation either working at marketing agencies or leading in-house marketing teams in large industrial organizations
  • Proven Expertise in building strong lead funnel, implementing lead scoring and ability to own the overall lead funnel
  • Tech-savvy marketing strategist with deep expertise with salesforce CRM, salesforce marketing cloud for automation and Demandbase other similar ABM platforms
  • Ability to manage other marketing agencies and own outcomes
Analytical Skills:
  • Strong analytical and quantitative skills, with the ability to interpret complex data
Negotiation Skills:
  • Proven ability to negotiate and influence strategic decisions
Leadership Abilities:
  • Demonstrated leadership skills with the ability to lead and motivate a team
  • Ability to collaborate with key leaders in a variety of functions to drive organization alignment and commitment to digital platforms
Personal Attributes:
  • Results Oriented, self-starter with high energy who is able to balance multiple priorities and work with ambiguity
  • Healthy "Customer Obsession" focused on understanding needs of various segments and tailoring messaging appropriately

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