oilandgas.org.uk
Director of Demand Generation
oilandgas.org.uk, California, Missouri, United States, 65018
We are looking for a highly analytical and technically savvy Demand Generation Director to own and drive our acquisition strategy. In this role, you will be responsible for developing and executing a comprehensive acquisition plan across all verticals. You will manage budgets, forecast MQLs, and design test plans to optimize performance. This role will also partner with sales on improving how the company optimizes MQLs, win rates, and average ACV/win using automation tools (Marketo, Salesforce, etc.). The ideal candidate will have a proven track record of driving high growth in mid-stage B2B SaaS companies and bring deep expertise in digital marketing.
Key Responsibilities:Leadership
Lead and mentor a team of demand generation professionals and work with them to optimize and expand lead generation efforts in partnership with sales and marketing.Foster a culture of experimentation, innovation, and continuous improvement within the team.
Driving MQLs (Marketing Qualified Leads):
Oversee the development, execution and analysis of demand generation campaigns and promotions to generate high-quality MQLs that meet or exceed business objectives.Collaborate with sales and product marketing teams to ensure alignment on lead definitions, qualification criteria, and follow-up processes.Analyze lead generation performance and make data-driven decisions to optimize channels including SEO, SEM, email, social media and webinars.Develop and manage lead nurturing programs that move prospects through the sales funnel.Identify and test new channels to drive MQLs.
Acquisition Plan & Forecast:
Create and manage a comprehensive acquisition plan that forecasts MQLs and costs based on business goals, historical data, and market conditions.Monitor and adjust the acquisition plan in real-time to respond to market changes and optimize results.Prepare regular reports for executive leadership on acquisition performance, providing insights and recommendations to senior leadership.
Budget Management:
Develop and manage the demand generation budget, ensuring optimal allocation of resources to maximize ROI.Track and report on budget performance, making adjustments as needed to ensure spending aligns with MQL and business objectives.Identify opportunities for cost savings and efficiency improvements within the budget.
Test Plan:
Design and implement a robust test plan to continuously optimize demand generation campaigns and tactics.Conduct a combination of A/B testing, multivariate testing, local and global maximum testing, and other experimental approaches, balancing cost and benefit, to identify the most effective strategies for driving MQLs.Analyze test results and iterate on campaigns to achieve higher performance and scalability.
Qualifications:Experience & Expertise:
7-9 years of experience in demand generation, with a strong focus on digital marketing and lead acquisition in the B2B SaaS space.3+ years leading a high-performing team.Proven track record of driving high growth in mid-stage B2B SaaS companies.Highly analytical and technical, with the ability to leverage data and technology to optimize demand generation efforts.Expert knowledge in advanced functions of reporting in ExcelExperience with marketing automation tools, CRM systems, and advanced analytics platforms.Proficient in Google AdWords, Facebook Ads, LinkedIn, YouTube, GTM, and Google AnalyticsCustomer experience, product marketing, and strategy experience are a plus, providing a broader understanding of the customer journey and product positioning.Strong project management skills, with the ability to manage multiple initiatives simultaneously while meeting deadlines and performance goals.Excellent communication and collaboration skills, with the ability to work effectively with cross-functional teams and senior leadership.
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Key Responsibilities:Leadership
Lead and mentor a team of demand generation professionals and work with them to optimize and expand lead generation efforts in partnership with sales and marketing.Foster a culture of experimentation, innovation, and continuous improvement within the team.
Driving MQLs (Marketing Qualified Leads):
Oversee the development, execution and analysis of demand generation campaigns and promotions to generate high-quality MQLs that meet or exceed business objectives.Collaborate with sales and product marketing teams to ensure alignment on lead definitions, qualification criteria, and follow-up processes.Analyze lead generation performance and make data-driven decisions to optimize channels including SEO, SEM, email, social media and webinars.Develop and manage lead nurturing programs that move prospects through the sales funnel.Identify and test new channels to drive MQLs.
Acquisition Plan & Forecast:
Create and manage a comprehensive acquisition plan that forecasts MQLs and costs based on business goals, historical data, and market conditions.Monitor and adjust the acquisition plan in real-time to respond to market changes and optimize results.Prepare regular reports for executive leadership on acquisition performance, providing insights and recommendations to senior leadership.
Budget Management:
Develop and manage the demand generation budget, ensuring optimal allocation of resources to maximize ROI.Track and report on budget performance, making adjustments as needed to ensure spending aligns with MQL and business objectives.Identify opportunities for cost savings and efficiency improvements within the budget.
Test Plan:
Design and implement a robust test plan to continuously optimize demand generation campaigns and tactics.Conduct a combination of A/B testing, multivariate testing, local and global maximum testing, and other experimental approaches, balancing cost and benefit, to identify the most effective strategies for driving MQLs.Analyze test results and iterate on campaigns to achieve higher performance and scalability.
Qualifications:Experience & Expertise:
7-9 years of experience in demand generation, with a strong focus on digital marketing and lead acquisition in the B2B SaaS space.3+ years leading a high-performing team.Proven track record of driving high growth in mid-stage B2B SaaS companies.Highly analytical and technical, with the ability to leverage data and technology to optimize demand generation efforts.Expert knowledge in advanced functions of reporting in ExcelExperience with marketing automation tools, CRM systems, and advanced analytics platforms.Proficient in Google AdWords, Facebook Ads, LinkedIn, YouTube, GTM, and Google AnalyticsCustomer experience, product marketing, and strategy experience are a plus, providing a broader understanding of the customer journey and product positioning.Strong project management skills, with the ability to manage multiple initiatives simultaneously while meeting deadlines and performance goals.Excellent communication and collaboration skills, with the ability to work effectively with cross-functional teams and senior leadership.
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