Reports to: Chief Operating Officer
The Lead Generation Marketing Specialist is responsible for developing and executing comprehensive, integrated demand generation campaigns including email marketing, content marketing, social media, webinars and lead nurturing tactics that deliver a consistent pipeline of high-quality leads for Sales. Candidate will have experience leading demand generation campaigns and proven results in successfully planning, executing, building programs and reports in HubSpot and SalesForce, and analyzing and optimizing results.
Candidate will be responsible for nurturing healthy internal and external relationships with the intent of building lead generation program value, direct response tactic execution, differentiating the company from its competitors, becoming a product knowledge expert, and creating an environment for continuous campaign improvement.
Job Duties and Responsibilities
Drive Marketing Qualified Leads: Develop lead generation campaign/program strategy, objectives, goals, metrics, and define best practices, standards and processes to drive successful customer acquisition and current customer upsell opportunities.
Integrated Campaign Development: Execute an integrated mix of email, direct mail, digital, lead-nurturing and content marketing campaigns for lead generation, including emails, landing pages, calls-to-action and content.
Lead Nurture: Manage lead nurturing programs to accelerate prospect movement through the demand generation sales funnel.
Marketing Automation: Ensure optimization of marketing automation best practices to attract and guide qualified leads through the sales process. Extensive marketing automation platform (HubSpot preferred) and SalesForce experience required.
Campaign Calendar and Matrix: Maintain calendar of all demand generation campaigns/programs, tactics, budgets, and metrics to optimize awareness and lead generation efforts.
Targeting/Segmentation: Segment target audiences based on propensity-to-buy segment strategies, personas, “jobs-to-do” messaging strategy, and demographic criteria and completed interactions (e.g. content downloads, calls, chats, lead form completion, page views, etc.).
Lead Generation Workflows: Define lead flow processes and work with Database Marketing Team to optimize interdepartmental service level agreements; optimize system architecture and program workflows in HubSpot and SalesForce to support Sales/Marketing processes.
Reporting and Metrics: Track and report on demand generation performance metrics, using this data to continually optimize campaign performance. Analytical and able to derive meaning from data through A/B testing and email/landing page optimization.
Manage day-to-day activities and lead planning meetings with Segment Teams and external agency to define and execute on B2B demand generation strategy required to drive identified KPIs and business growth initiatives.
Experience, Qualifications, and Requirements
Bachelor’s Degree in Marketing or Communications-related field of study. Possesses knowledge and experience in the tenets of traditional and demand generation marketing.
7-10 years of in-depth knowledge and experience leading demand/lead generation and direct response campaign strategy and execution; including email and digital marketing, lead nurturing, and marketing automation.
Excellent written and verbal communication, interpersonal, and organizational skills.
Seasoned project management skills; highly self-motivated and able to prioritize and manage multiple tasks with varying deadlines.
Able to work in a fast-paced environment while balancing strategic, tactical and analytical responsibilities.
A team player with the confidence to present a professional and positive demeanor with internal and external customers. Able to take the lead and guide agency relationships and other employees and colleagues.
Experience working within the Higher Ed industry a plus.
Founded in 2015, StudentBridge is the leading provider of customized digital engagement solutions. Our virtual experience specialists have created award-winning digital solutions that have helped over 250 colleges and universities achieve their enrollment goals.
We work collaboratively with each institution to understand their specific objectives to develop unique and completely customized digital solutions to engage with students and drive conversion at every stage of the funnel.
Now more than ever, prospective and admitted students are looking online to make college decisions. StudentBridge helps schools make a good first impression by showcasing all that the school offers through video Viewbooks, interactive campus maps, and immersive virtual events.
Based out of Atlanta, GA, the office atmosphere is fun, but professional. Casual, but goal-oriented. We are motivated by success, both year-on-year and longer-term as we march towards our ultimate vision for every student to find the perfect fit and every school to fill every seat.
Note: The responsibilities of this position are not limited to those listed above and the employee may be asked to perform additional duties. This job description may be changed at the discretion of the employer. The employee will be notified if such changes occur.
Send your resume to email@example.com to start the process today!