Description
At RapidScale, exceptional technology is powered by exceptional people. As a growing leader in secure, reliable, managed cloud solutions, we help businesses simplify IT and unleash innovation. With a broad portfolio spanning AWS, Azure, and Google, as well as a full set of private cloud and cybersecurity solutions, RapidScale helps companies turn technology into their biggest competitive advantage. As part of the Cox family of companies, we offer best-in-class benefits, a commitment to work-life balance, and an award-winning workplace experience. Join us in delivering cutting-edge cloud and managed IT solutions for SMBs and enterprises.
Position Overview
The Senior Manager of Demand Generation will be pivotal in developing and executing multi-channel marketing campaigns to generate high-quality leads, meetings and drive pipeline and revenue growth. This individual will leverage their expertise in marketing automation, account-based marketing, and social advertising to optimize campaigns and enhance our overall marketing effectiveness.
Key Responsibilities:
Team Leadership and Collaboration:
- Manage the Demand Generation team, including Email Marketing Manager, Digital Platforms Manager and Marketing Operations Manager. Mentor and develop team members, fostering a collaborative and innovative team environment.
- Collaborate with content creators, product marketing, design resources, and field marketing to execute comprehensive, cohesive, revenue-driving campaigns.
- Collaborate with content and product marketing teams to launch thought leadership campaigns that resonate with target audiences and position the company as an industry leader.
- Work cross-functionally with sales and operations teams to ensure alignment and maximize impact.
Strategy Development:
- Design and implement comprehensive demand-generation strategies that align with business objectives and target key customer segments and buyers.
- Use the full MarTech stack to build brand awareness, engage a defined set of buying personas to deliver Marketing Qualified Leads (MQLs) to the sales teams that enable them to achieve pipeline targets.
Campaign Management:
- Develop and execute a quarterly campaign calendar across all marketing channels to meet defined goals for MQL generation and prospect development.
- Ensure MQLs are developed through nurturing to achieve lead scores that will drive MQL/SAL conversion rate and assist the BDR team in achieving their goals for Discovery meetings.
Marketing Automation:
- Define the strategy for Hubspot Marketing Automation, including developing campaigns, automating lead nurturing to increase lead scores, and continually optimizing prospect engagement.
Account-Based Marketing:
- Develop and execute targeted account-based marketing initiatives utilizing Demandbase to drive engagement with high-value accounts.
- Develop and execute account-based experience strategies, using data and insights to engage with customers, creating a personalized experience throughout their journey, improving total customer lifetime value.
Social Advertising:
- Oversee social media advertising strategies across platforms (YouTube, Meta, X) to enhance brand visibility and generate qualified leads.
Lead Management:
- Own lead management, including lead evaluation, integration into Salesforce.com (SFDC) and opportunity tracking to ensure progression of leads throughout the funnel.
- Work in close collaboration with marketing operations manager & external resources to ensure leads are properly segmented and handoff processes are designed to be actionable and successful.
Multi-Touch Attribution:
- Implement and manage multi-touch attribution models to analyze campaign performance and optimize marketing spend across channels.
Website Marketing:
- Drive inbound marketing efforts to attract and engage prospects through SEO, website lead conversion, content marketing, and conversion rate optimization.
Performance Analysis:
- Monitor, analyze, and report on key performance metrics to assess the effectiveness of demand generation initiatives, making data-driven adjustments as needed.
- Challenge assumptions and iterate continuously.
Qualifications:
Education & Experience:
- Bachelor’s degree in a relevant field and 8+ years of experience in demand generation or digital marketing, with a strong focus on cloud-based technologies.
- 5+ years in a leadership role managing teams.
Technical Skills:
- Proficiency in marketing automation tools (HubSpot, Marketo, Eloqua, Pardot) and ABM platforms (Demandbase, 6Sense).
- Strong working knowledge of Salesforce (SFDC) and lead management processes.
Experience:
- Proven success managing social advertising campaigns across platforms.
- Expertise in multi-touch attribution modeling and performance analysis.
- Demonstrated ability to execute demand generation campaigns, track MQL development, and optimize lead scoring.
- Experience with inbound marketing strategies, including content marketing, SEO, and website conversion optimization.
- Familiarity with B2B sales cycles, especially in complex environments like SaaS, technology, and managed services.
- Experience in partner-based demand generation initiatives is a plus.
Compensation:
Compensation includes a base salary of $106,700.00 - $177,900.00. The base salary may vary within the anticipated base pay range based on factors such as the ultimate location of the position and the selected candidate’s knowledge, skills, and abilities. Position may be eligible for additional compensation that may include an incentive program.
