WHAT DOES A DEMAND GENERATION MANAGER DO?

Published: October 11, 2024 – The Demand Generation Manager develops and executes multi-channel campaigns to generate leads and acquire target accounts while supporting sales efforts through targeted ABM campaigns. By optimizing existing channels and exploring new ones, this role aims to enhance lead quality and increase market awareness of Onna's products. Additionally, the manager establishes a scalable measurement system to evaluate campaign performance and manage the demand generation budget effectively.

A Review of Professional Skills and Functions for Demand Generation Manager

1. Demand Generation Manager Overview

  • Demand Generation Strategy: Leverage Go-to-Market strategy and plays.
  • Campaign Development: Develop, execute, measure, and optimize high-impact demand-gen campaigns.
  • Pipeline Management: Exceed the pipeline and new bookings goals.
  • Cross-Functional Collaboration: Collaborate cross-functionally, particularly across Marketing, Sales, and Client Success teams.
  • Omnichannel Campaign Management: Manage omnichannel campaigns through their lifecycle, including strategy development, planning, implementation, assessment/reporting, and fine-tuning.
  • Campaign Performance Evaluation: Evaluate overall campaign performance to optimize demand generation efforts in a metrics-based approach.
  • Product Marketing Partnership: Partner closely with Product and Solution Marketing leaders to drive demand generation aligned to Go-to-Market Strategy and Plays.
  • Demand Activity Analysis: Forecast, measure, analyze, and report on the impact of demand creation activities on sales pipeline and bookings, report on campaign effectiveness.
  • Targeting Strategies Development: Contribute to the development and implementation of targeting strategies and client journey mapping to enhance message relevance, increase audience engagement, and drive quality leads.
  • Response Rate Optimization: Continuously optimize response and conversion rates by measuring, analyzing, and improving integrated campaign strategies and execution.
  • Testing Mechanisms Employment: Employ mechanisms such as A/B and multivariate testing (content, email templates, landing pages, offers, etc.), personalization, and others.
  • Digital Marketing Collaboration: Partner closely with the Digital Marketing team on marketing automation and scoring, employing appropriate scoring models.
  • Nurturing Program Leadership: Lead nurturing and reactivation programs to enhance the performance and effectiveness of all marketing-led demand-generation campaigns.

2. Demand Generation Manager Job Description

  • Demand Generation Planning: Plan, implement, and measure multi-channel demand generation programs to drive brand awareness, inbound pipeline generation, and accelerated inbound revenue.
  • Campaign Execution: Work directly with content, creative, and account research contractors to execute campaigns.
  • Targeting Parameter Definition: Upload lists from the account research team and define targeting parameters based on ideal customer profile (ICP) parameters.
  • HubSpot Management: Manage HubSpot for marketing along with technical integrations.
  • Performance Analysis: Analyze performance data and report on results, including campaign results, data stories, and spending recommendations.
  • Strategic Iteration: Rapidly iterate on a strategy based on findings.
  • Growth Marketing Influence: Create and influence pipeline and revenue through growth marketing.
  • Campaign Design and Execution: Design, execute, and measure multi-channel campaigns to improve the ability to acquire and expand customers.
  • KPI Tracking: Track KPIs to assess performance, monitor budget, recommend new campaigns across multiple channels, and develop ongoing tests to improve results.
  • Market Research: Research and use industry trends and competitive analysis to inform marketing strategy and tactics.
  • Cross-Functional Collaboration: Partner with cross-functional teams to improve funnel efficiency and drive performance improvements.
  • Integrated Campaign Execution: Work with the broader marketing organization to execute full-funnel integrated campaigns.
  • Budget Management: Manage demand generation budget and vendor relationships to ensure efficient operations.
  • Data Integrity Maintenance: Maintain sales and marketing data integrity.

3. Demand Generation Manager Accountabilities

  • Campaign Tracking: Track and continuously report on the reach and impact of demand generation campaigns, measuring effectiveness and continually optimizing to drive ROI, covering retail and non-retail verticals.
  • Campaign Implementation: Create and implement multi-channel marketing campaigns across retail and non-retail verticals.
  • Target Identification: Target ICP by identifying and scaling paid and unpaid digital acquisition channels.
  • Content Optimization: Paid digital content as well as website content optimization.
  • Cross-Department Collaboration: Work closely with content, design, sales, product, and operations to develop and optimize campaigns, content, landing pages, emails, webinars, guides, advertising assets, and reporting.
  • Process Establishment: Establish and maintain scalable processes that ensure best practices in lead generation, database management, and workflows between Marketo and Salesforce.
  • Lifecycle Program Management: Drive lifecycle and segmentation programs including nurture streams, trigger programs, and large-scale campaigns.
  • ABM Enablement: Conceptualize, plan, and execute innovative ABM enablement in collaboration with regional sales teams across retail and non-retail verticals.
  • Experience Optimization: Ensure optimal experiences and performance.
  • Website Management: Develop and own end-to-end website management with a proactive approach to continuous improvement to consistently improve the conversion rate, acquisition, and usability of the site.
  • Metric Reporting: Define, compile, and report key metrics tied to growth marketing initiatives and company growth.
  • Event Support: Support the organization of NES by helping drive qualified signups to the event.
  • Team Management: Build, coach, and manage a high-performing Growth Marketing team, including driving recruiting activities, assessment of candidates, and ensuring ramp-up of new hires.

4. Demand Generation Manager Functions

  • Campaign Execution: Build, execute, and optimize demand generation campaigns targeting each lifecycle of the customer buying journey.
  • Pipeline Management: Own pipeline creation and work towards monthly MQL and SQL targets.
  • Ad Spend Management: Manage ad spend across various paid search and paid social channels.
  • Tool Experimentation: Experiment with new tools to find step-change growth levers.
  • Multi-Channel Strategy Design: Design, manage, and execute a multi-channel demand generation strategy for growth.
  • Channel Testing: Own new channel testing to optimize campaigns to hit business performance goals.
  • Metric Definition and Monitoring: Define target key metrics and monitor and report on performance across all owned channels.
  • Lead Management Optimization: Work closely with sales to optimize lead management and handoff through ongoing pipeline reviews.
  • Market Awareness Drive: Drive market awareness, educate and capture buyers’ interest, and ultimately build a pipeline across prospects and customers.
  • Impact Analysis: Forecast, measure, analyze, and report the impact of demand generation campaigns on MQL, SQL, pipeline, revenue, and sales cycle length.
  • Data Interpretation: Leverage quantitative skills to interpret data and gain insights that then translate into actionable changes.
  • Stakeholder Partnership: Act as a key stakeholder and partner with operations teams to identify where sales and marketing technologies present an opportunity to increase effectiveness.
  • Budget Management: Manage the demand generation budget and ensure key deliverables are met.
  • Campaign Positioning: Work closely with Brand, Marketing, and Product leaders to effectively position Phorest’s demand generation campaigns in line with overall company objectives.

5. Demand Generation Manager Job Summary

  • Data-Driven Strategy Creation: Create and execute a data-driven marketing strategy with integrated campaigns and programs that include a blend of inbound and outbound activities.
  • Acquisition Strategy Development: Collaboratively build acquisition strategy and demand models by determining the number of qualified leads that need to be delivered by marketing to ensure the required pipeline coverage for sales success in each quarter, as well as criteria for what defines a qualified lead.
  • Marketing Program Establishment: Establish marketing programs based on acquisition objectives including email, content, webinars, SEO, PPC, display ads, PR, social media, and events.
  • Content Sharing Coordination: Work with design and content teams to update landing pages, blogs, social media, and other digital platforms by sharing content wherever possible to drive traffic from the target audience.
  • Conversion Rate Optimization: Determine areas of improvement in conversion rate optimization to ensure digital traffic is fully leveraged.
  • Email Marketing Strategy Development: Strategically develop and implement a comprehensive email marketing strategy encompassing multiple automated nurture campaigns and ongoing content campaigns focused on accelerating qualified leads.
  • Marketing Automation Management: Manage marketing automation platform (Pardot) to support campaign execution to ensure campaign measurement and success, including list management.
  • Content Calendar Support: Support content calendar and creation initiatives based on trends and successes in ongoing digital campaigns.
  • Digital Paid Efforts Management: Drive all digital paid efforts across SEM, retargeting, social, and more.
  • A/B Testing Execution: Execute A/B tests, collect and analyze data, and continuously improve digital campaigns.
  • Trend Identification: Proactively identify fact-based trends and opportunities to improve performance and engagement.
  • Overall Marketing Support: Support the overall marketing initiatives and goals.
  • Demand Generation Leadership: Lead the entire demand generation function for Phorest UKI and DACH, including the development and execution of strategy by the GTM segment.

6. Demand Generation Manager Responsibilities

  • Thought-Leadership Content Creation: Create high-quality thought-leadership content that includes, but is not limited to, blogs, whitepapers, ebooks, primary reports, webinars, videos, and infographics.
  • Multi-Channel Campaign Development: Develop and execute innovative, multi-channel campaigns to promote content to generate high-quality MQLs and drive sales conversion.
  • Agency Relationship Management: Manage agency and contractor relationships, expectations, and budgets.
  • Marketing Automation Optimization: Optimize marketing automation and lead nurturing processes through email, content, and social channels.
  • Closed-Loop Analytics Establishment: Establish closed-loop analytics with sales to understand how inbound marketing activity turns into customers and continually refine the process to convert customers.
  • Lead Number Planning: Plan and deliver on the expected lead numbers and marketing pipeline with a balanced demand generation program, mainly leveraging digital marketing tactics.
  • Demand Generation Strategy Execution: Plan and execute best practice demand generation strategy utilizing tactics such as webinars, content syndication, email marketing, PPC, and third-party advertising.
  • Data-Driven Marketing Program Management: Run a data-driven and digital demand marketing program, delivering metrics for measuring campaign tactics, ROI, and success.
  • Budget Management: Manage budget for solution areas delivering a balanced and ROI-driven plan.
  • Marketing Operations Optimization: Optimize marketing operations and reporting, building transparency and consistent processes and reports for use within the team and with main stakeholders.
  • Campaign and Lead Management: Own campaign and lead management for product lines in Salesforce and work with Sales and Sales Enablement on funnel optimization and acceleration.
  • Demand Program Optimization: Work with agencies and contractors to streamline and optimize demand programs, increase impact, and innovate in new areas.
  • Targeting Mechanism Optimization: Broaden reach and awareness through procurement of new contacts in defined segments and optimization of targeting mechanisms.

7. Demand Generation Manager Details

  • Lead Generation Program Management: Create, manage, and execute lead generation programs in partnership with marketing and sales teams to drive online traffic, targeted lead conversion, and accelerate product demos.
  • Demand Generation Calendar Management: Build and manage a calendar for demand generation programs to provide transparency and create alignment with key internal and external stakeholders.
  • Funnel Optimization: Drive the marketing and sales funnel through organic and inorganic demand generation strategies.
  • Lead Qualification: Create and qualify leads through multiple lead-generation initiatives including SEO, PPC, social media, email campaigns, content marketing, direct mail, and other marketing initiatives.
  • Campaign Support: Define and support demand generation and partner marketing campaigns and activities.
  • Cross-Functional Collaboration: Work cross-functionally with Product, Marketing, Sales, and Client Success teams.
  • Partner and Platform Identification: Identify new partners, platforms, and optimization opportunities to drive campaign performance.
  • Landing Page Optimization: Drive landing page optimization through effective calls to action and web copy.
  • Campaign Performance Testing: Continually test and optimize to improve campaign performance while driving efficiencies.
  • Multi-Variant Testing and Analysis: Drive rapid multi-variant testing and analysis to uncover data-driven insights that inform acquisition strategy.
  • Marketing Strategy Evolution: Evolve marketing strategies by leveraging the latest marketing technologies, industry best practices, and experimentation.
  • Reporting and Metrics Delivery: Deliver detailed reporting and metrics on activity results, campaign effectiveness, and ROI; use data to make real-time adjustments and proactively identify trends and opportunities.
  • Marketing Automation Management: Act as the primary owner of the marketing automation platform, Pardot, and manage all aspects of database segmentation, nurture flows, and lead lifecycle with support from the business operations team.
  • Sales and Customer Success Communication: Establish strong communications with the sales and customer success teams to improve conversion metrics across the funnel.

8. Demand Generation Manager Tasks

  • Multi-Channel Campaign Development: Develop and execute multi-channel campaigns and programs to generate leads and acquire target accounts (emails, webinars, direct mail, digital ads, social, regional events, etc.).
  • ABM Campaign Support: Support enterprise and national sales efforts with targeted ABM campaigns.
  • Nurture Program Creation: Create nurture programs for specific audience segments in alignment with sales efforts.
  • Landing Page Optimization: Create landing pages and continuously test variations to improve performance.
  • Customer Engagement: Speak with current and prospective customers to thoroughly understand pain points and personas.
  • Demand Generation Strategy Leadership: Lead the company's overall demand generation strategy and execution.
  • Function Audit and Recommendation: Audit the current state of the demand generation function and make recommendations on how we can increase awareness about and interest in Onna.
  • Channel Optimization and Research: Optimize existing channels, enhance the quality of leads across organic and paid channels, and research and unlock new channels we haven't explored yet through experimentation.
  • Market Awareness Increase: Increase market awareness and viability of Onna's products.
  • Performance Measurement: Create a scalable way to measure output and determine how it's performing.
  • Lead Workflow Design: Design and establish a workflow to pass quality leads off to the marketing and sales teams.
  • Budget Management: Manage the designated demand generation budget.
  • Funnel Optimization Collaboration: Work closely with the Sales and Marketing Operations Manager to optimize the funnel, segment leads, track and report on campaigns, and develop marketing automation processes.
  • A/B Testing Creation: Create A/B tests for channels, offers, messaging, and timing.

9. Demand Generation Manager Essential Functions

  • Marketing Strategy Definition: Define the strategy, metrics, and ROI-based marketing KPIs for client acquisition.
  • Marketing Program Management: Create and manage all marketing programs including SEM, SEO, content syndication, display ads, cost per lead, etc.
  • Event Sponsorship Management: Organize and manage all event sponsorships and logistics, both pre and post-event, as well as onsite.
  • Vendor Relationship Management: Build and manage ongoing relationships with vendors and consultants.
  • MQL Handoff Optimization: Work with the Business Development team to optimize the handoff of MQLs and ensure proper follow-up.
  • Cross-Department Communication: Communicate with Client Success, Sales, and Partner teams to gain buy-in, understanding, and participation in marketing campaigns.
  • Content Collaboration: Work closely with the Content team to create offers for every stage of the funnel and to manage the Alloy website.
  • Nurture Strategy Creation: Create a segmented nurture strategy for leads to keep them engaged.
  • Multi-Channel Campaign Execution: Develop and execute multi-channel demand generation campaigns to drive MQLs and sales pipeline.
  • Campaign KPI Tracking: Track and report on campaign KPIs across all channels, taking data-driven steps to optimize and improve performance.
  • ABM Activity Partnership: Partner with the sales team on ABM activities to nurture and develop strategic accounts.
  • Agency Management: Manage agency partners in creating engaging campaign content for target personas across the buyer’s journey.
  • Product Launch Planning: Work across marketing, sales, and product teams to plan activities in support of product launches and new releases.
  • Website Improvement Recommendations: Recommend website improvements to support demand generation plans.

10. Demand Generation Manager Key Accountabilities

  • Integrated Demand Generation Planning: Plan and deliver an integrated demand generation program in the UK to drive leads to the SDRs and sales using a range of tactics such as webinars, emails, nurture programs, content syndication, and direct mailings.
  • Campaign Analysis and Reporting: Analyze and report on the success of campaigns and use insights from the data to optimize the demand generation program.
  • Collaboration with SDR and Sales Teams: Collaborate with SDR and sales teams to work out the most high-impact campaigns and establish close coordination between marketing and sales.
  • Email Nurture Program Development: Develop and optimize email nurture programs for a variety of personas that progressively move targets along the buyer's journey and into the pipeline, toward becoming customers and advocates.
  • Creative Asset Delivery Coordination: Work together with digital marketing, content, and design to ensure the delivery of creative assets and successful campaigns.
  • Event Marketing Collaboration: Work closely with the UK Events Marketing Manager to develop demand generation concepts and execute pre-show and post-show follow-up.
  • Partner Collaboration: Work with the partner team to identify opportunities to team up with partners and drive leads together.
  • Global Marketing Team Collaboration: Work closely with the global growth marketing team to help identify and test opportunities to develop the Adyen website.
  • Direct Mailing Initiative Management: Build, execute, and track the performance of all UK direct mailing initiatives.
  • Response Rate and ROI Improvement: Establish, track, and improve response rates, conversion rates, pipeline, and ROI.
  • Web Experience Optimization: Optimize web experience through analytics and A/B testing.
  • Compelling Campaign Development: Develop compelling marketing campaigns to drive the Demand Generation of Dental Intelligence Products.
  • Campaign Effectiveness Monitoring: Test, monitor, and iterate on the approach and the effectiveness of campaigns and explain thoughts to marketing leadership.
  • Data-Driven Messaging Iteration: Leverage data and analytics to iterate on messaging.