The lead generation marketing manager is responsible for developing and executing comprehensive, integrated demand generation initiatives, including email marketing, content marketing, social media, search, webinars, and lead nurture campaigns, that deliver a consistent pipeline of high quality leads for sales. The manager has experience in leading demand generation campaigns and proven results in successfully planning, executing, creating programs and reports in HubSpot and SalesForce, as well as analyzing and optimizing the results.
The manager will be responsible for cultivating healthy internal and external relationships to increase the value of the lead generation program, implement the direct response tactic, differentiate the company from its competitors, become an expert in product knowledge and an environment for the create continuous improvement of campaigns.
tasks and responsibilities
- Qualified leads for marketing: Develop strategies / goals, goals, metrics for the lead generation of campaigns / programs and define best practices, standards and processes to promote successful customer acquisition and current upsell opportunities for customers.
- Integrated Campaign Development: Run an integrated mix of email, direct mail, digital, lead nurturing and content marketing campaigns for lead generation, including emails, landing pages, calls-to-action and content.
- Lead Nurture: Manage lead nurturing programs to accelerate the movement of prospects down the sales funnel for demand generation.
- Marketing Automation: Make sure to optimize marketing automation best practices to attract and lead qualified leads for the sales process. Extensive marketing automation platform (HubSpot preferred) and SalesForce experience required.
- Campaign Calendar and Matrix: Manage the calendar of all campaigns / programs, tactics, budgets, and demand generation metrics to streamline lead generation awareness and efforts.
- Targeting / segmentation: Segment audiences based on propensity to buy segment strategies, personas, jobs-to-do messaging strategy as well as demographic criteria and completed interactions (e.g. downloading content, calls, chats, filling out lead forms, page views), etc.).
- Lead generation workflows: Define lead flow processes and work with the Database Marketing team to optimize cross-departmental service level agreements. Optimize the system architecture and program processes in HubSpot and SalesForce to support sales / marketing processes.
- Reporting and Metrics: Track and report on demand generation performance metrics. Use this data to continuously optimize campaign performance. Analytical and able to infer meaning from data through A / B testing and email / landing page optimization. Knowledge of the calculation and optimization of customer acquisition costs.
- Manage day-to-day activities and lead planning meetings with internal and external team members to define and execute the B2B requirements generation strategy necessary to drive identified KPIs and business growth initiatives.
Experience, qualifications and requirements
- Bachelor’s degree in marketing or communication.
- 5-7 years in-depth knowledge and experience with leading strategy and implementation of campaigns for demand / lead generation and direct response; including email and digital marketing, lead nurturing, and marketing automation.
- Excellent written and oral communication, interpersonal and organizational skills.
- Strong analytics and data analytics skills to track and optimize campaign performance based on customer acquisition costs by channel.
- Experienced project management skills
- Highly motivated and able to prioritize and manage multiple tasks with different deadlines.
- Ability to work in a fast-paced environment, balancing strategic, tactical and analytical responsibilities.
- Team player with the confidence to convey professional and positive behavior to internal and external customers.
- Ability to collaborate with and influence other team leaders to support marketing projects and initiatives.
- Experience in the higher ed industry is an advantage.