- The Demand Generation Manager will oversee tasks related to demand generation and marketing funnel optimization. Using inbound and outbound marketing tactics such as search engine optimization, social media, landing page conversion testing, online advertising, and email marketing, you will grow our database and overall company revenue.

- You will be expected to drive a data-driven marketing strategy that creates awareness of and interest in INRY's offerings through technology. Your demand generation strategy must account for every touchpoint in the buyer's journey - from anonymous visitor to delighted customer by leveraging data in decision making to align marketing and sales teams, track marketing's contribution to revenue, and drive growth for our organization.

Key Responsibilities:

- Drive Demand Generation and Lead Nurturing Strategy

- Plan and execute B2B campaigns (Acquisition, Cross-sell/Up-sell)

- Develop and manage nurture campaigns

- Execute sales-initiated outreach campaigns

- Execute lead management processes

- Drive key business metrics including leads, MQLs, SQLs, and Opportunities

- Develop strategy through analysis of historical marketing data

- Forge a strong relationship through communication and service level agreement (SLA) between Marketing and Sales

- Forecast and present to senior management and achieve greater marketing success.

Primary Activities:

Drive Demand Generation and Lead Management Strategy:

- Facilitate the planning of a B2B campaign strategy

- Adoption of Demand Generation and Lead Management best practices

- Develop Lead Generation success metrics

- Participate in Brand Marketing planning activities to contribute to strategy and timing

- Develop the strategy and foundation for a B2B website

Execute B2B campaigns:

- Plan, build and execute B2B campaigns (with content support)

- Configure and create campaigns within Marketing Automation

- Identify content needs for campaigns

- A/B testing of campaigns to increase the success rate

- Develop and manage nurturing campaigns:

- Update and maintain the Buyer's Process Map

- Build on the Content Inventory

- Develop nurture campaigns

- Evaluate the effectiveness of campaigns and fine-tune them to increase conversion rates

- Execute sales-initiated outreach campaigns:

- Develop outreach campaigns for sales reps to select for their customers/prospects

- Communicate the availability and benefit of nurture campaigns available to the sales team

Lead Management process execution:

- Adoption of Lead Management best practices and delivery of Sales Qualified Leads

Inbound Marketing:

- You will be responsible for attracting site traffic, converting that traffic into new leads for the business, and nurturing to close those leads into customers, the latter of which sales leadership will help you accomplish.

- Grow new leads, including marketing-qualified leads, by converting site traffic through calls-to-action, landing pages, and lead generation content (including offers).

- Optimize our marketing automation and lead nurturing processes through email, content, and social channels.

- Establish closed-loop analytics with sales to understand how our inbound marketing activity turns into customers, and continually refine the process to convert customers.

- Proficiency in HubSpot's marketing automation and blogging software features to generate traffic, convert visitors into leads, and nurture them (using dynamic workflows) into converted customers.

Email Marketing:

- You will be the biggest supporter of our existing contacts list. Your responsibility includes creating the right nurture tracks that provide incremental value and nudge our leads towards a sale in a way that feels human. We also need you to understand the right types of content to send to the right people at the right time, both for lead nurturing and to boost the sharing and forwarding of our content-driven emails.

- Manage and build various email lists and campaigns, including the design templates and calls-to-action (with content provided to you).

- Segment lists based on behaviors like past email engagement and website interactions (content downloads, site page visits, etc.).

- Measure results and optimize the nurture tracks for these segments to convert leads to customers.

- Work to minimize list decay and unsubscribes while increasing the productivity of our emails.

- Develop documentation and road maps for processes, A/B tests, and promotions that succeed through email.

- Must have past experience with email marketing, lead nurturing, marketing automation, and web analytics.

- Must be proficient in using HubSpot smart lists and marketing automation technology.

- Highly analytical and able to derive meaning from data through A/B testing and email optimization.

Qualifications:

- Bachelor's or Master's degree in business administration, marketing, communications or any related field

- Minimum of 8 to 10 years of full-time marketing experience

- 5+ years of demand generation/campaigns experience

- Experience implementing demand generation programs

- Tactical, hands-on experience with lead forecasting, reporting, and analysis

- Proven experience working with paid media and content syndication vendors

- Experience partnering with sales teams to coordinate, communicate, and deliver offers and campaigns

- Strong reporting capabilities with the ability to track campaign performance and associated spend down to the most granular details while providing roll-up reporting to senior management

- Experience effectively leveraging marketing automation for the creation and sending of batch email and nurture paths, email delivery, forms, landing pages, database segmentation, and management

- Must be a self-starter who excels at multitasking and thrives in a fast-paced environment

- Excellent time management skills with the ability to prioritize and shift workload to meet deadlines

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