Demand Generation Lead

Company: Vista Equity Partners
Location: Blacksburg
Posted on: June 8, 2021

Job Description:

In this role, you will improve the effectiveness and impact of Cvent's demand generation programs that target hospitality professionals. You will focus on upgrading our promotional messaging, refining our calls to action and driving increased conversion rates online to deepen our engagement with prospects and generate better leads for our sales team. You will assist your demand generation teammates across multiple marketing programs and partner especially closely with our digital marketing & social media team to drive improved productivity of our website and other digital channels. The right candidate will have a clear understanding of B2B marketing, with a strong background in customer acquisition strategies, creative marketing campaign development and execution, data analysis and customer segmentation.

In this role, our ideal team lead is passionate not only about executing creative and effective marketing campaigns that enable us to penetrate accounts and develop deeper relationships, but also delivering programs that materially impact the bottom line. The most successful applicants will be the ones that can effectively collaborate with many different teams, enjoy complex problem solving, are results-driven, and have a strong verbal and written command of the English language.

What You Will Be Doing

• Develop and oversee the execution of demand generation programs, with an emphasis on upsell, cross-sell, and bottom-of-funnel, to deliver high-quality sales leads.
• Collaborate with the demand generation team as well as others to create engaging, high-converting content e.g. tip sheets, free trial offers, chatbot scripts, videos, gifs, and more. Ensuring content meets brand standards.
• Oversee the development and performance optimization of solution/product webpage content including asset and offer placement that aligns with positioning & campaign themes.
• Build and deploys SEO pages and simple webpages within Drupal templates incl. maintenance of campaign hubs.
• Build & maintain global content syndication playbook & editorial calendar providing visibility & clarity on which offers/assets to promote as well as upcoming offers for cross-team benefit.
• Establish third-party partnerships for tradeshows, content creation & distribution to help expand website traffic e.g. paid newsletter placements. Evaluate ad spend targeting and efficiency.
• Strategize and execute upsell/cross-sell nurture programs.
• Collaborate with content & regional demand gen teams to increase blog conversion & optimizations driving bookings across all web domains - HC + WS + ST. Identify relevant offers/assets to feature within blog posts.
• Oversee HC social ambassador program (Oktopost) for NorAm incl. driving sales adoption.
• Supported by Cvent's digital marketing & social media team, collaborate on paid media placements, paid social & paid search. Provide insight on target audience, asset/offers, stage of funnel and campaign content.
• Facilitate bi-weekly meetings with digital marketing & social team to manage active project list and collaborate on ongoing campaign optimizations & recommendations to meet/exceed benchmarks & cloud goals.
• Run self-serve reports and review custom reports (product pages, resource page, blog etc.) to track progress towards traffic growth and conversion goals. Collaborate with digital marketing team on analysis to suggest optimization strategies.
• Administration of freelancer budget in collaboration with Demand gen team members.
• Work with manager to develop various strategies for optimizing marketing channels
• Additional duties as assigned by Management

What You Need for this Position

• 6 years marketing experience in online marketing with B2B software (ideally SaaS-based) or other B2B technology products.
• Bachelor's degree in Marketing, Business, or a related field.
• Strong verbal and written command of English language
• Experience in digital marketing.
• Experience with marketing automation and CRM programs such as Marketo, Wordpress, Drupal and Salesforce.com preferred.
• Excellent communication, problem-solving and analytical skills

At Cvent we celebrate, support and are committed to creating a diverse and inclusive environment. We're proud to be an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity or expression, sexual orientation, national origin, genetics, disability, age, veteran status or any other legally protected characteristics.

Cvent maintains a drug-free workplace.

Keywords: Vista Equity Partners, Blacksburg , Demand Generation Lead, Other , Blacksburg, Virginia