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Summary
The Director of Marketing will be responsible for the management of strategic market analysis, lead generation, trade show execution, and content creation to engage customer prospects, refine and improve the effectiveness of lead generation and outreach, and track campaign effectiveness from initial contract through sales closure. This person will work strategically with the sales team to implement a lead generation-focused communications strategy and content plan, including blogging, social media, sponsored content, web content, digital ad messaging, trade show planning and implementation, and direct mail campaigns to increase lead generation, account engagement and deal closures.
The ideal candidate is comfortable communicating via phone, email, or video, possesses excellent project management skills, initiative, attention to detail, and analytical ability that drives strategic decisions. They have experience in B2B Sales/Marketing, a deep understanding of the sales process, HubSpot CRM experience, acute customer focus and the ability to identify changing customer trends. Creativity, writing/speaking skills and ability to design, implement, and track online and retargeting campaigns are a must.
Essential Duties and Responsibilities
- Create content to support segmented campaigns and leadership resources leveraging SEO, social, inbound marketing, email, ad campaigns and events to drive customer acquisition and improve efficiency in how we connect with customers across internal and external customer segments.
- Work with Marketing team to align content to design.
- Implement continuous quality improvement through data driven decision making and reporting on Key Performance Indicators.
- Create content for a rich editorial outreach calendar that attracts a qualified audience (including blog posts, whitepapers, e-books, reports, webinars, infographics, etc.)
- Drive growth through brand awareness, lead generation, relationship development,sales engagement.
- Lead Management & Hubspot usage best practice implementation for leads and hand-offs with brands, customer nurturing and conversion, KPI tracking, CQI, and customer follow up.
- Competitive Intelligence vetting, sharing, implementing response/strategy, new & strategic market opportunities.
- Strategic Initiatives new target markets, go to market strategies, etc.
- Conduct research on potential customer markets to tailor our approach and offerings.
- Communicate with customers via telephone, email, and in-person.
- Collaborate with our sales team to gain insights and share strategies and best practices.
- Maintain and report accurate records of sales activities and client interactions in Hubspot CRM
- Measure and report on the success of demand generation campaigns, using metrics such as MQL, SQL, customer feedback, conversions, and revenue.
- Analyze industry trends, market conditions and competitors' marketing tactics to identify new opportunities.
- Lead the team effort executing successful trade shows (approx. 4 per year) to ensure effective strategies are implemented. Collaborate with internal and external stakeholders to ensure successful, on budget event execution.
Competencies
- Analytical Decision-Making
- Communication
- Learning & Development
- Planning & Organizing
- Professionalism & Integrity
- Financial Management
- Risk-Taking/Creative Thinking
- Teamwork & Relationship-Building
- Results Orientation
Education and/or Experience
- 5+ years of successful professional experience in related field
- Bachelor's or associates degree preferred
Travel
- 50%, within the US.
Computer Skills
- Demonstrated proficiency with MS Office: Outlook, Excel, Word, PowerPoint and Teams. Hubspot CRM experience preferred.
Other Skills
- Demonstrated project and program management excellence: organization, managing details, keeping multiple tasks/projects on track.
- Excellent communication and influencing skills to communicate concisely, effectively, and credibly, both verbally and in writing, with customers and internal audiences
- Experience developing new strategies and managing content for digital marketing and social media channels.
- Expertise with a wide variety of lead generation tactics, including SEO, email marketing, content marketing, PPC and social media.
- Tech-savvy, with a knowledge of marketing technologies (HubSpot CRM, Google ads, retargeting campaigns, CMS, marketing automation,); html a plus.
- Strong analytical skills, with experience analyzing data and making data-driven decisions.
- Knowledge of sales techniques and strategies.
- Ability to work autonomously and effectively in a fast-paced, complex, multi-tasking environment.
Physical Demands
- The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
- While performing the administrative duties of this job, the employee will frequently walk and sit; use hands and fingers, handle or feel; reach with hands and arms and talk or listen. Specific vision abilities required by this job include close vision and ability to adjust focus.
- Must have the ability to sit for long periods of time, bend, twist, squat, stand, walk, kneel, may require repetitive lifting, pulling and pushing up to 40 pounds, ability to reach above head.
- Trade Show set up requires the physical ability to lift, push, pull up to 40 pounds. Trade Show attendance requires long periods of standing, limited seating is available.
Work Environment
- The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job.
- The noise level in the work environment is usually quiet, except in the manufacturing environment where PPE may be required.