Main Responsibilities and Required Skills for Demand Generation Manager
A Demand Generation Manager is a professional who sets and executes strategy for Demand Generation in a company. They work cross-functionally with Product, Marketing, Sales and Client Success teams. In this blog post we describe the primary responsibilities and the most in-demand hard and soft skills for Demand Generation Managers.
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Main Responsibilities of Demand Generation Manager
The following list describes the typical responsibilities of a Demand Generation Manager:
Align
Align sales and marketing on handoff of leads.
Align with sales on Marketing Qualified Lead (MQL) criteria and Sales Qualified Leads (SQLs).
Analyze
Analyze and communicate campaign performance to marketing, leadership and sales.
Analyze audience segmentation and adjust messaging accordingly.
Analyze, communicate and present results of marketing campaigns and programs.
Analyze the performance of programs and make data-based decisions to optimize effectiveness.
Assist in
Assist in the delivery of other campaigns and as assigned.
Build
Build a consistent feedback loop and continuously improve and optimize lead hand-off processes.
Build and execute ABM programs across the various stages of the buyer s journey.
Build and execute ABM programs across the various stages of the buyer's journey.
Build and execute email and nurture programs across the various stages of the buyer s journey.
Build and execute email and nurture programs across the various stages of the buyer's journey.
Build and execute our event strategy, including logistics, creative, communication, and ROI analysis.
Build campaigns, emails, smart workflows, rules, lists, in Hubspot.
Build landing pages, web forms, upsell / thank you pages and triggered follow-up events.
Build out and improve marketing automation processes, lead scoring, and sales enablement tools.
Collaborate with
Collaborate with cross-functional marketing team and agency partners on content / asset needs.
Collaborate with global content and brand team to create content to engage target audiences.
Collaborate with our CRO manager to suggest landing page tests that get prospects in the door.
Collaborate with our design and content teams on asset spec and deliverables timing.
Collaborate with sales and field marketing teams on their implementation of campaigns and follow up.
Collaborate with sales to optimize lead automation and attribution.
Communicate with
Communicate internally to the business on progress and results.
Communicate with and educates executive leadership about demand marketing programs.
Communicate with participants and managers in a professional manner.
Complete
Complete a draft and understand your quarterly OKRs and contributions.
Configure
Configure and build campaigns and lead nurturing programs using HubSpot.
Cooperate
Cooperate with marketing and growth team to generate and optimize landing pages.
Coordinate with
Coordinate with Grows teams to ensure optimal conversion of paid digital efforts.
Coordinate with SEO and Content managers to optimize SEM, SEO, and content strategies.
Create
Create a customer webinar program by partnering closely with product marketing and sales.
Create and maintain a campaign calendar to ensure a consistent flow of leads.
Create and optimize all inbound campaigns including Google PPC and social advertising.
Create / develop content for email campaigns, event correspondence, and landing pages.
Create impactful nurture programs to improve conversion rates from leads to opportunities.
Create landing pages to test and optimize conversion from acquisition channels.
Create, test, and deploy emails from Knak.
Define
Define and shape the EMEA marketing strategy to support sales revenue targets.
Deploy
Deploy targeted demand gen programs via paid social (Linkedin).
Design
Design and build, end-to-end, high-performing conversion funnels.
Design automated campaigns to support customer journey maps for both direct and partner journeys.
Develop
Develop a deep understanding of customers, products and the buyer's journey.
Develop a deep understanding of our product, our target audience and buyer's journey.
Develop and drive adoption of account targeting tools that support pipeline creation strategies.
Develop and execute campaigns and programs to drive high quality leads to sales.
Develop and execute plans to grow website traffic and conversions.
Develop and manage keyword lists and ad copy strategy for PPC campaigns and SEO optimization.
Develop a predictable and repeatable pipeline of MQL to SQL.
Develop customer personas and know their buying preferences.
Develop end-to-end Standard Operating Procedures (SOPs) and update as needed.
Develop engaging online content including, landing pages, infographics, videos, graphics, and blogs.
Develop, execute, and optimize targeted email and nurture campaigns in Pardot.
Develop, execute, and deliver digital marketing strategy and plans.
Develop strategic, timely campaigns to support our account based marketing initiatives.
Drive
Drive and own execution of Rewards Network's demand generation strategy.
Drive demand generation strategy and execution.
Drive digital marketing best practices within the organization.
Drive volume and value at the top of the funnel which successfully moves to revenue.
Drive webinar strategy and build supporting process and operations.
Engage
Engage with regional POD teams to achieve local demand generation targets.
Ensure
Ensure consistent sharing of internal / external best practices.
Ensure content reaches the right part of the sales / marketing funnel.
Ensure differentiated messaging and value propositions for regional campaigns that target the ICP.
Ensure that all work has been completed in a safe, prompt, and professional manner.
Ensure that content reaches the right part of the sales funnel at the right time.
Establish
Establish processes to measure and optimize progress towards targets.
Execute
Execute Account-Based Marketing (ABM) plans consisting of multi-touch, multi-dimensional programs.
Experiment
Experiment with new, owned or paid channels to drive quality traffic, leads and online sales.
Explore
Explore and activate trade-specific channels based on client industry segments.
Gather
Gather the voice of customer and sales input to define / refine marketing tactics.
Generate
Generate trials, MQLs, and SQLs, while optimizing the conversion points in the marketing funnel.
Help
Help optimize Adobe's footprint with 3rd party review sites like G2Crowd, Trust Radius, and Capterra.
Hold
Hold each LDR accountable to defined performance plans.
Ideate
Ideate and execute campaigns to drive new leads and move leads through sales funnel.
Identify
Identify and create a testing approach for demand marketing program pilots.
Identify campaign improvements to drive efficiency e.g. timing, messaging etc..
Identify gaps and conversion opportunities through segmentation testing and analysis.
Identify levers driving sales, so that we can be predictable.
Identify new opportunities to create prospect awareness and engagement within our addressable market.
Identify & test new marketing channels.
Implement
Implement lead nurturing tactics in collaboration with B2B Sales and Sales Development teams.
Implement testing methodologies to enhance performance, including response and conversion rates.
Increase
Increase market awareness and viability of products.
Increase website conversions through A / B testing and implementation of various conversion tools.
Integrate
Integrate recommendations into the 'Design' phase above and continuously improve our engine.
Interpret
Interpret and enforce ASA rules and local rule adaptations on the field throughout the game.
Introduce
Introduce demand campaigns that bring our story to life for prospects.
Invoke
Invoke and impose penalties for violations of adopted rules.
Keep
Keep up to date with advances and the latest industry trends.
Launch
Launch and deploy a portfolio of smart online marketing lead generation programs.
Lead
Lead A / B testing strategies and execution across all channels.
Lead A / B testing strategies and execution across demand generation channels.
Lead content development strategy to target consumers throughout the customer lifecycle.
Lead eCRM strategy, including lead nurture, lifecycle communication and segmentation campaigns.
Lead the overall demand generation strategy and execution.
Lead management and reporting familiarity.
Lead MDR team to ensure quality lead delivery and proper follow-up according to established SLAs.
Lead (MQL) delivery to marketing, sales enablement or sales stakeholders.
Listen
Listen to sales calls and has a deep understanding of customers.
Maintain
Maintain scalable end-to-end programs, designed with specific goals based on the business segment.
Make
Make data-driven decisions to optimize campaigns by evaluating pipeline status and health.
Make decisions on any point not specifically covered in rules.
Make recommendations for and implements improvement where necessary.
Manage
Manage agency and contractor relationships, expectations, and budgets, as needed.
Manage and scale our webinar program – from thought leadership through to customer Q& As.
Manage a portfolio of new logo acquisition campaigns.
Manage budgets with the responsibility to track and share progress.
Manage integrations such as Zapier, CallRail, Calendly and Zoho CRM.
Manage internal messaging & briefing to ensure stakeholders and others are kept informed.
Manage new logo acquisition campaigns.
Manage our CRM and Marketing Automation efforts in HubSpot.
Manage regional events to build experiential strategies and generate leads.
Manage the designated demand generation budget.
Manage the reporting and ROI of demand generation programs.
Measure
Measure, analyze, and report campaign performance.
Measure, analyze, and report on weekly campaign, MQA, and pipeline metrics.
Measure effectiveness, performance and ROI of marketing spend and adjust based on results.
Meet
Meet or exceed monthly leads, opportunities, and budget targets.
Monitor
Monitor, analyze and optimize campaigns to maximize ROI.
Monitor and optimize all paid marketing channels.
Monitor and optimizing campaigns and programs.
Monitor campaign funnel metrics and continuously improve on conversion rates.
Monitor, measure, analyze, and report on all digital marketing performance.
Monitor performance reports for channel-level pacing of budgets and targets.
Monitor, track, and communicate campaign performance.
Monitor trends to maximize effectiveness in delivering value proposition and building sales pipeline.
Operate
Operate with autonomy and responsibility, in a fast-paced environment.
Optimize
Optimize deliverability, open rates and positive response rates.
Optimize the performance of the inbound funnel.
Oversee
Oversee CRO Campaigns including platform management, Reporting, Optimization and Testing.
Oversee ongoing testing and optimization in ads, paid strategy, and landing page optimization.
Oversee the selection of agencies and third-party vendors in the UK & EMEA.
Own
Own all email campaigns to our database including Nurture evolvement.
Own and accelerate marketing sourced pipeline and revenue targets.
Own design and execution of in-bound and ABM demand gen programs.
Own end-to-end email channel and execution.
Own marketing attribution and reporting.
Own measurement of demand generation efforts.
Own positioning and messaging for the brand.
Own SEM Google Adwords spend with our Agency.
Own the marketing automation platform to nurture leads and deliver them to sales.
Own the measurement, reporting and optimization of demand generation activities.
Own your numbers and be the lead gen champion.
Perform
Perform experiments (A / B & MVT) to improve funnel performance.
Perform regular tracking of marketing performance.
Plan
Plan and execute participation in events (virtual and in-person).
Plan, communicate, execute and measure cross-channel marketing campaigns.
Plan, implement, and measure experiments and conversion tests.
Produce
Produce landing pages and email templates for key demand generation campaigns and programs.
Promote
Promote a culture around activity and performance (SLAs).
Promote sportsmanship and cooperation.
Provide
Provide and collect feedback to / from all stakeholders throughout campaign process.
Provide an opportunity for physical activity and competition.
Provide critical support for Sales teams in the mid-market and Enterprise spaces, primarily in EMEA.
Provide data-driven insights into your weekly KPI's and how to improve metrics.
Provide digital support for all events, including email marketing, social, and partner promotion.
Provide executive-level clients with the ability to quickly assess performance.
Provide training and ongoing coaching, mentoring and development to LDRs.
Report
Report incidents and concerns to the supervisor in a timely manner.
Research
Research and analyze market trends and competitors.
Seek
Seek adventure and smiles.
Set
Set and execute strategy for Demand Generation using all of the modern tools available.
Set and track goals and objectives and develop strategies to achieve targets.
Set, measure, track and report on marketing contribution and program goals.
Supervise
Supervise and control the general conduct of all participants in the game.
Support
Support ESG event marketing initiatives with campaign planning, promotion, execution, and follow-up.
Support Marketing Events on pre-event logistics and follow-up.
Support the content marketing strategy to align with the buyer journey.
Support the development and presentation of QBRs for the Marketing Demand Generation function.
Support the necessary pieces of the puzzle in place to provide Sales with high quality MQLs and SRLs.
Support the optimization of our behavioral lead scoring model.
Synthesize
Synthesize - Distill data from analytics and implement improvements to lead generation programs.
Test
Test and experiment aggressively to find winning tactics and strategies.
Test and optimize new programs and channels.
Track
Track, report on, and execute efficient lead management in the handoff from marketing to sales.
Understand
Understand BDR & sales process to ensure demand programs drive impact across funnel stages.
Upward
Upward management to gain acceptance for plans and budgets.
Use
Use a data-driven approach to optimize online marketing campaigns for effectiveness.
Work with
Work closely with B2B team to develop content calendar and execute in coordination with content team.
Work closely with our Programs Managers to implement and amplify campaigns effectively.
Work closely with sales team to maintain lead quality.
Work closely with the Content Marketing Manager to distribute content across paid channels.
Work closely with the entire commercial team to ensure all activities are aligned.
Work cross-functionally with Product, Marketing, Sales & Client Success teams.
Work cross-functionally with various departments to execute integrated marketing campaigns.
Work cross-functionally with various marketing teams to coordinate campaigns from end to end.
Work with B2C team to plan activation and engagement channels for members.
Work with copywriter to develop campaign messaging for each target segment.
Work with cross-functional teams to identify process improvements and develop standards.
Work with ESG marketing teams to leverage appropriate content to support campaign effectiveness.
Work with internal sources to create content for your demand generation campaigns.
Work with leadership to understand and refine our product, positioning, messaging and story.
Work with Sales Operations team to integrate CRM with inbound technology solutions.
Work with the Head of Marketing to understand upcoming fiscal year strategies and desired outcomes.
Work with third parties on sponsored campaigns (eg. webinars, content syndication, email).
Most In-demand Hard Skills
The following list describes the most required technical skills of a Demand Generation Manager:
Business
Marketing Automation
SAAS
Pardot
Email Marketing
MS Excel
CRM
SEO
ABM
B2B Marketing
Communications
Direct Marketing
Linkedin
Paid Digital
SEM
Social Media
Most In-demand Soft Skills
The following list describes the most required soft skills of a Demand Generation Manager:
