Digital Demand Manager executing digital growth strategies for Simpro UK and BigChange. Involves lead acquisition, campaign optimization, and collaboration with marketing teams.
About the role
- Demand Generation Senior Manager driving demand generation programs to acquire qualified leads. Employing AI/ML marketing workflows for effective targeting and engagement to achieve revenue goals.
Responsibilities
- Develop, implement, and manage well targeted demand generation programs designed to realize company's business objectives and to meet the growth targets.
- Identify industry verticals, target audiences and develop buyer personas to understand their needs, pain points, and the buying behaviour.
- Build workflow and processes for using AI/ML and Generative AI in Marketing in general and Lead generation in particular.
- Create and manage multi-channel marketing campaigns leveraging the most effective outbound channels, including but not limited to: Content promotion (thought leadership whitepapers, case studies, webinars, e-books).
- Email, drip and lead nurturing campaigns.
- Search engine optimization (SEO) and search engine marketing (SEM).
- Social media promotion.
- Online and offline events (webinars, workshops, industry conferences).
- Account-based marketing (ABM) strategies for key accounts.
- Collaborate with our Inside sales and sales teams for defining lead qualification criteria, ensuring alignment on Marketing Qualified Lead (MQL) and Sales Qualified Lead (SQL).
- Manage and optimize lead scoring and lead nurturing processes to efficiently move prospects through the sales funnel.
- Oversee the planning, execution, and optimization of demand generation campaigns.
- Develop the messaging and content that resonates with the target audiences and addresses their specific needs within the professional services context.
- Manage campaign budgets and ensure efficient allocation of resources to maximize ROI.
- Implement A/B testing and other optimization techniques to continuously improve campaign performance and conversion rates.
- Ensure all marketing activities adhere to best practices and relevant regulations.
- Define and track key performance indicators (KPIs) related to demand generation, such as lead volume, lead quality, conversion rates, cost per lead, and ROI.
- Utilize marketing automation platforms and analytics tools to monitor campaign performance, analyze results, and generate insightful reports.
- Provide regular reports on demand generation activities and results to the Marketing leadership and Sales team, highlighting successes and areas for improvement.
- Work closely with the Sales team to ensure seamless lead handoff and alignment on sales and marketing goals.
- Collaborate with the Content Marketing team to develop high-quality, relevant content that supports demand generation efforts.
- Partner with other marketing functions, such as Brand and Communications, to ensure consistent messaging and brand alignment across all initiatives.
- Communicate effectively with internal stakeholders about demand generation plans, progress, and results.
- Manage marketing automation platforms (e.g., HubSpot, Marketo, Pardot) to automate and optimize demand generation processes as needed.
- Work with CRM systems (e.g., Salesforce, Dynamics 365) for lead management and building deeper relationships with customers and prospects.
- Stay up-to-date with the latest trends and best practices in use of AI/ML, demand generation, advances in marketing technology, and in the professional services industry.
- Evaluate and recommend new tools and technologies for increasing effectiveness of demand generation.
Requirements
- A minimum Bachelor's degree preferable in Marketing, Business or a related field.
- 8+ years of proven experience in demand generation in the industry.
- Demonstrable track record of developing and executing successful multi-channel demand generation campaigns that have resulted in measurable qualified lead generation and revenue growth.
- Strong understanding of the latest trends in lead generation practices, marketing automation, CRM systems, and digital marketing best practices.
- Excellent analytical skills with the ability to interpret data, draw actionable insights, and make data-driven decisions.
- Proficiency in using marketing automation platforms and CRM systems for campaign management, lead nurturing, and reporting.
- Excellent written and verbal communication skills, with the ability to create compelling messaging and marketing content.
- Strong project management and organizational skills with the ability to manage several projects and teams simultaneously.
- Ability to work independently and collaboratively within a fast-paced, dynamic environment.
- Experience in working with global teams and across time zones.
- A proactive and results-oriented mindset with a strong focus on achieving targets.
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