Demand Generation Specialist

Essential Duties & Responsibilities:

• Vertical Campaign Strategy, Execution, and Orchestration: Build, launch, and manage multi-channel demand generation campaigns using paid and organic,content syndication, email and social marketing, webinars, and partner and sales marketing.

• Lead Generation and Nurturing: Map customer journeys and build automated email workflows that capture interest, educate prospects, and move leads toward sales.

• Lead Scoring and Lead Lifecycle Management: Own lead scoring models, lead lifecycle stages, and routing rules inside the marketing automation and CRM platforms so the right leads reach sales at the right time.

• Account-Based Marketing (ABM): Work hand-in-hand with sales to develop targeted outreach and personalized campaigns aimed at high-value target accounts.

• Paid Demand Direction: Brief and direct paid demand campaigns such as LinkedIn lead generation, paid content syndication, and intent-based display, in partnership with the performance marketing team.

• Webinar: Lead the promotion and execution of digital events to drive registrations, attendance, and post-event follow-up.

• Sales Alignment and Handoff: Run the MQL-to-SDR handoff and keep tight feedback loops with sales on lead quality, routing, and the context account executives need to close marketing-sourced leads.

• Reporting and Analytics: Own campaign and funnel reporting, build dashboards that track performance and attribution, and surface insights to sales and leadership.

• Cross-Functional Collaboration: Coordinate with design teams to produce the marketing assets that fuel campaigns.

• Research and Strategy: Conduct market research to stay ahead of industry trends and find emerging channels and new opportunities for pipeline growth.

• Program Ownership

• Program Budget: Manage the demand generation program budget across events, webinar platforms, content syndication, and ABM tooling, allocating spend to the channels that drive pipeline.

• Create campaigns based on attribution rules: Oversee multi-touch attribution so the pipeline can be accurately sourced and influenced back to marketing activity. 

Knowledge, Skills & Abilities: 

• Pipeline Contribution: Total dollar value of pipeline sourced and influenced by marketing.

• Lead Volume and Quality: Count of Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs) generated per period. 

• Funnel Velocity: Speed at which a lead moves from initial capture to closed-won. Contribute to velocity metrics and framework scoping and measurement strategy. 

• Optimizing CAC per vertical: Measure and optimize cost of acquisition per vertical 

Education and Experience:

• 4 to 5  years in demand generation, B2B marketing, or campaign management.

• Proficiency with marketing automation and CRM platforms (for example HubSpot, Marketo, or Salesforce).

• Strong grasp of the B2B sales funnel and experience aligning marketing strategy with sales goals.

• Strong project management skills, able to juggle multiple campaigns, deliverables, and stakeholders at once.

• Comfort working with data, reporting, and attribution to show the impact of marketing on revenue.

Additional Information: 

• Direct Reports: None

• Travel Requirements: None

• License and Certification Requirements: None

Working Conditions:

Working environment is generally favorable.  Lighting and temperature are adequate, and there are no hazardous or unpleasant conditions caused by noise, dust, etc.

Disclaimer:

The above information on this description has been designed to indicate the general nature and level of work performed by employees within this classification.  It is not designed to contain or be interpreted as a comprehensive inventory of all duties, responsibilities and qualifications required of employees assigned to this job.

NorthAB, LLC (“North”) reserves the right to alter this description at any time.  North practices the concept of equal employment opportunity with respect to hiring, promotions, transfers, pay, discipline, fringe benefits, and all other terms and conditions of employment. No individual will be discriminated against, and no employment decisions will be made, on the basis of an individual's race, color, national origin, religion, age, gender, protected disability, marital status, familial status, veteran status, height, weight or citizenship.