WordStream is seeking a Director ofDemand Generation to drive our lead generation efforts, including the identification, attraction, and nurturing of qualified prospects. The right candidate thrives on the metrics and processes of B2B marketing. This accomplished individual must possess the ability to successfully take programs from concept to execution following up with evaluation against quantitative objectives. They understand how to optimize marketing programs spend, constantly update nurture paths, build out marketing operations, develop marketing campaigns and measure leads to closed opportunities.
Being able to move fast and think creatively is essential in this role as you establish programs that drive high volume and quality results through cost effective execution methods. As a leader, they will report directly to the VP of Marketing and work closely across sales, product and marketing teams to drive greater revenue growth.
Responsibilities:
- Primary responsibility is to design lead generation and nurturing programs, including allocating budget, selecting targets and channels, selecting and managing external list vendors, designing offers and calls to action, setting individual program goals and measurement criteria.
- Manage our portfolio of inbound and outbound marketing programs, including campaign management, database and email marketing, webinars, paid search.
- Select, negotiate pricing and manage external third-party list vendors. Track ROI of vendor lists.
- Monitor and analyze performance against lead gen goals and over past performance and continually make and implement recommendations for optimization and ongoing growth.
- Identify new optimization tests and growth opportunities for additional investments.
- Track and report on campaign costs, performance, and ROI through the demand generation lifecycle
- Communicate to VP of Marketing on an ongoing basis regarding new and nurtured lead performance results, current initiatives, and course corrections being taken.
- Facilitate a strong working relationship with sales and product teams
- Manage an internal marketing specialist, external vendors, and budget to accomplish goals.
Measures of Success:
The following key performance indicators shall be used:
- Lead Volume. We currently generate thousands of leads and inquiries per month and we have aggressive growth goals.
- Lead Quality. Our ultimate success is measures by our sales team’s ability to close the leads we generate and we constantly strive to improve our target marketing efforts to generate the most qualified leads possible.
- Cost per Lead. Our goal is to acquire leads at a reasonable cost such that the acquisition of leads can be scaled in a significant way.
Qualifications:
- Bachelor degree required.
- Minimum of 5–7 years in demand generation or marketing programs for a B2B technology company, preferably with a SaaS company
- Experience in running a portfolio of high quality lead generation and marketing programs
- Demonstrated proficiency with multiple formats of demand generation, including but not limited to email, website, SEO, SEM, social, and webinars
- Strong leader with proven experience managing others towards goals
- Experience with using Salesforce, email campaign management tools, marketing automation platforms such as Eloqua or Marketo
- Experience with Google Adwords and Google Analytics
- Strong analytical and quantitative skills to analyze and make meaning out of data and translate that into actionable changes.
- Track record and a strong approach to optimizing various programs, testing new ways of executing and channels, and making decisions based on objective data to keep refining programs and investments.
- Must have strong writing and copy editing skills, particularly as it relates to email, papers, and web copy.
- Ability to establish and manage priorities
- Creative, high energy, innovative, proactive, and resourceful.
If you would like to be considered for this position, please send a cover letter and your resume to MarketingJobs@WordStream.com.