Head of Demand Generation Job Description
The Head of Demand Marketing will plan, build, and run inbound and outbound marketing programmes to drive and accelerate pipeline growth. You will help us define, execute, measure, and refine a creative, compelling, and effective marketing revenue strategy for our growing enterprise software solutions business. You will own the delivery of top-of-funnel activity, MQL goals, and revenue contribution attributed to marketing. Reporting to the VP of Marketing, you’ll lead a team of marketing programme managers and SDR’s, supporting them to achieve their goals and develop their skills to deliver high-quality marketing campaigns with precision.
Responsibilities of the Head of Demand Generation
- Strategy: create and execute multi-channel demand generation strategies that are aligned to persona’s, audiences, and our sales objectives to support pipeline and revenue goals.
- Campaign Management: help construct and bring to life marketing programmes, and successfully create and roll out highly targeted and broad demand generation programmes that engage and advance interest across the prospect and customer lifecycle.
- Messaging: be able to understand the minds of our buyers to create authentic conversations and promotions that move them through the funnel and help speed up sales velocity.
- CRO; own objectives across the marketing funnel; inquire to SQL; track and optimise performance at each stage in the funnel; and create a predictable demand generation engine. And continually optimise online and offline programmes to ensure CAC is in line with ROI goals.
- Stakeholder Management: collaborate with a variety of stakeholders (C-level, sales, marketing, product, and product marketing).
- Continuous Improvement: always be strengthening best practices while evaluating the latest B2B marketing strategies and marketing technologies, experimenting and optimising different tactics, and consistently meeting or exceeding sales pipeline and revenue goals.
- Analysis: analyse marketing programme outcomes in detail, drawing insights and presenting results clearly to inform decision-making.
- Lead Management; understand lead scoring and the enterprise B2B sales revenue lifecycle, including MQLs and SQLs; and have knowledge of marketing automation platforms (Eloqua, Marketo, Pardot) and CRM systems (SFDC, Microsoft Dynamics).
- Management: lead, nurture, and develop a team of marketing programme managers and SDRs.
- Budget; be responsible for the budget and report on ROI.
Head of Demand Generation Requirements
- Experience in a demand generation leadership role, preferably in the B2B enterprise software space or a complex technical market with longer sales cycles.
- Excellent understanding of how to analyse and optimise conversion rates across the sales and marketing funnel.
- Extensive skills in marketing technology and automation systems, including Eloqua, Salesforce, Google Analytics, and Google Tag Manager.
- Demonstrable success delivering earned (SEO/SEM, website, email), paid (PPC, event sponsorships, social), and owned channels (web, webinar, podcast) demand generation programmes.
- Direct experience managing SDRs or proven success in working closely with SDR teams.
- Data acquisition and management knowledge to support lead nurturing and outbound programmes.
- Highly quantitative with a very strong understanding of data.
- A desire to work both at a strategic level and tactically on projects and campaigns.
- Excellent decision-making skills in regards to allocating marketing spend.
- Self-motivated and results-driven.
- Degree educated.
