As the Senior Demand Generation Manager, you will play a pivotal role in crafting, executing, and refining integrated demand generation strategies, with a strong focus on events, including tradeshows, regional events, virtual gatherings, and co-sponsored partner activities. Additionally, in collaboration with cross-functional teams, you will support demand generation initiatives tailored to broad-based initiatives, vertical-specific programs, and ABM. Your role will entail overseeing and managing activities that drive high-quality interest from accounts and individuals within the OutSystems ideal customer profile. You will also be responsible for understanding the movement of leads through the sales lifecycle, measuring the overall effectiveness and ROI of marketing programs, channels, initiatives, and campaigns to support region-specific revenue growth objectives.

 

What you’ll do:

  • Develop and execute comprehensive event strategies, including pre-event promotion, on-site engagement tactics, and post-event follow-up plans, to maximize ROI.
  • Collaborate with internal teams and external partners to ensure seamless event execution and alignment with overall demand generation goals.
  • Identify and evaluate relevant industry events, tradeshows, conferences, and virtual gatherings to determine their suitability for participation.
  • Implement lead generation tactics at events, such as interactive demos, workshops, and networking opportunities, to capture high-quality leads.
  • Utilize event data and analytics to measure the impact of event participation on pipeline growth, revenue generation, and overall ROI.
  • Cultivate relationships with event organizers, vendors, sponsors, and partners to leverage opportunities for co-marketing, cross-promotion, and enhanced event experiences.
  • Partner with geo-specific cross-functional teams (Product, Sales Development, Sales, Partner Marketing, Events, PR, Marketing Operations, Digital) to understand the industry and buyer landscape and strategic business priorities.
  • Work with the Senior Director of Demand Generation and VP Global Revenue Marketing to ensure all demand generation plans and tactics best align to business and selling objectives.
  • Understand ICP target buyer personas so that you can create programs, integrated campaigns and content that facilitate authentic conversations and timely omni-channel engagements that move buyers through the funnel.
  • Develop and execute overall integrated campaign plans to directly contribute to pipeline and revenue objectives for your assigned region while ensuring overall quality standards are met / exceeded across each touch point.
  • Own the ongoing inspection and optimization of the full “Lead – Closed-Won” lifecycle for all segment-specific marketing contributed pipeline.
  • Leverage Marketo, Salesforce, 6Sense and other third-party tools to understand segment specific customer lifecycle behaviors to feed ongoing campaign/program optimization.
  • Build a solid relationship with Sales leadership and collaborate with the Sales team to provide ongoing visibility into key programs / campaigns. Seek to understand new market / buyer insights and leverage these for program optimization.
  • Oversee assigned region specific demand generation budget and track spending to understand and improve customer acquisition costs. Measure and optimize marketing programs to ensure activities are effective, efficient and geared towards driving profitable ROI.

 

Required Skills:

  • Comprehensive knowledge of and demonstrated success in both ABM, vertical and broad-based demand generation in B2B technology / complex Sales SaaS environment.
  • Understanding of the general B2B Sales processes.
  • Passionate about marketing and its ability to impact revenue growth.
  • Ability to prioritize and execute with quality and timeliness.
  • Experience managing cross-channel, integrated campaigns from strategy, planning, activation, measurement/analysis, optimisation.
  • Combination of a creative and analytical mindset that drives compelling campaign approaches, open dialogue and healthy debate.
  • Understand lead scoring and complex B2B sales revenue lifecycle including MQL-SQO handoffs.
  • Experience working with SDR teams and an understanding of how to brief and arm SDRs for successful follow-up on hand raisers or exploration of key target accounts identified for ABM strategies.
  • Ability to analyze unique customer/segment situations and apply strategic marketing ideas to meet those challenges.
  • Demonstrated ability to manage large complex projects and programs to completion, within budget and to a high quality, paying attention to detail.
  • Highly results focused with demonstrated analytical skills and prior experience reporting on marketing KPIs to senior leadership / stakeholders.
  • Ability to learn quickly, synthesize and act based on learnings.
  • Ability to effectively communicate both the value and benefit of overall and specific marketing channels and deploy them strategically as needed.
  • Excellent interpersonal, organizational and prioritization skills.
  • Highly effective verbal and written communication / presentation skills.
  • Ability to meet tight deadlines across a range of initiatives.
  • Self starter with a growth mindset and ability to act with urgency.

 

Education and Experience

  • Bachelor’s degree in Business, Marketing, Communications or equivalent related education preferred.
  • 5+ years B2B demand generation / marketing experience in tech/SaaS.
  • Proficiency in marketing automation and CRM platforms (Marketo and Salesforce preferred).
  • Experience with ABM tools such as 6sense preferred.
  • Experience working with in-house or external SDR organizations preferred.
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