Strategic Demand Generation Marketing Leader

4 weeks ago

Maryland, United States Blackbaud Full time

About the Role:

We are seeking a seasoned demand generation marketing leader to drive strategic marketing initiatives that generate new top-of-funnel pipeline and expand on existing opportunities within target accounts. This role is responsible for driving key performance metrics, including pipeline generation and funnel conversion rates to meeting and opportunity; as well as engagement driven by lower-funnel ABM campaigns.

Key Responsibilities:

  • Develop and execute demand generation strategies and ABM plans aligned to the goals of designated Enterprise business segments.
  • Manage a team of demand generation professionals across various marketing disciplines and guide them toward specified goals.
  • Develop and implement personalized, targeted multi-channel ABM campaigns that support individual accounts throughout the mid and lower sales funnel.
  • Ensure timely lead and contact follow up and establish campaign feedback loop with Sales team members.
  • Collaborate with product marketing and revenue leaders to define winning go-to-market messaging and positioning for each business segment, including product launches.
  • Recommend new and innovative marketing tactics, partnerships, and technologies to serve in attaining the goals of the business segment.
  • Oversee the development and performance of plans and tactics that drive brand awareness, generate qualified leads, and accelerate inbound requests, resulting in revenue.
  • Lead a team to define metrics of success (channel, campaign, etc.) and report to marketing and revenue leadership, compiling ad hoc recommendations that support current and future needs.
  • Measure Forecast, measure, analyze, and report on the impact of demand generation and ABM tactics and provide data to marketing leadership on the return on investment (ROI) of individual marketing campaigns on pipeline, bookings, and sales cycle length.
  • Collaborate with Content Marketing team and SMEs to create and align content and campaigns with the buyer's journey and EVERFI offerings.
  • Support senior Marketing leadership with budget allocation and tracking.
  • Identify process improvements, outline recommendations, and coordinate with necessary stakeholders to get buy-in and promote change, both within the business segment and within marketing or operations.

Requirements:

  • Minimum of 8 years of demand generation or account-based marketing experience.
  • Deep understanding of digital marketing channels, including paid advertising, lifecycle marketing, and social media, with hands-on experience in ABM campaign planning, execution, and optimization.
  • Experience operating in a lead generation and funnel management process, generating pipeline and revenue.
  • Experience developing highly personalized marketing campaigns.
  • Effectively communicate campaign metrics and identify areas of opportunity or improvement.
  • Proficiency with marketing technologies including but not limited to, marketing automation & analytics (Marketo, Salesforce, Adobe Analytics, Qlik), Key intent & ABM tools (Demandbase, Agent3, etc.), social media (LinkedIn, Facebook, etc.).
  • Curiosity to innovate, test, and make recommendations.
  • Ability to travel up to 10% of the time.

Blackbaud is a remote-first company which embraces a flexible remote work culture. Blackbaud supports hiring and career development for all roles from the location you are in today.

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