Sr. Demand Generation Manager, SEM - Observability

WHAT YOU'LL DO

Planning

• Oversee the planning, execution and optimization of campaigns to deliver on aggressive pipeline targets.

Marketo Administration

• Oversee overall Marketo instance health, workspace and folder organization, compliance (GDPR, CCPA), user permissions, and technical administration.
• Manage bidirectionally synced data between Marketo and Salesforce, ensuring error-free field mapping and record routing.
• Implement and support integrations with third-party tools such as Zoom Webinars and On24.

Operations

• Manage and optimize Marketo instance including creating smart lists, audience segments, emails, landing pages, and setting up end-to-end campaign tracking.
• Leverage AI tools to automate campaign management.
• Maintain strong working knowledge of Salesforce.

Webinars and Events

• Design end-to-end campaigns for webinars, virtual events, and workshops including setup of platforms such as Zoom Webinars/On24, promotions, on-demand recordings, pre-and-post event nurture, and data tracking.
• Leverage 3rd party vendors to amplify registrations and attendance.

AI and Innovation

• Leverage AI for all aspects of campaign creation.
• Pilot new channels and platforms to increase conversion rates and stay ahead of the Marketing technology curve.
• Build stories/plays by slicing and collating existing content such as webinars, whitepapers, and blogs.

Campaign Management

• Develop, execute, and measure multi-channel integrated demand generation campaigns, including webinars, 3rd party syndication, ABM, PPC, Remarketing, virtual events, workshops, email marketing, content marketing and paid advertising.

Reporting and Analysis

• Set key performance indicators (KPIs), track engagement, and analyze attribution to ensure the success of ongoing integrated campaign activities.
• Communicate program results and performance with the sales and marketing teams.

Nurturing and Optimization

• Develop multi-touch omnichannel nurture to engage prospects and move them through the funnel.
• Implement testing methodologies (including A/B testing) to enhance the demand creation process and optimize performance.
• Share best practices with the larger stakeholder teams.

Program Management

• Oversee end-to-end execution of objectives from initial planning, socialization, advocacy, execution, and reporting.
• Work closely with SDR, Sales, Content, PMM, Field and other stakeholders within and outside the organization.

WHAT YOU’LL HAVE

• Minimum 5 years of Marketo Admin experience.
• Minimum 3 years of Demand experience.
• Marketo/Adobe Marketo Engage Architect certification is required.
• BA/BS in Marketing, Computers, or related field is preferred.
• Understanding of the observability and engineering audience.
• Experience program-managing large-scale webinars and virtual events.
• Demonstrated track record of driving significant growth in demand and pipeline.
• Experience growing a database organically.
• Extensive marketing tech stack experience including Marketo, Salesforce, ON24, Bizzabo or virtual event platforms, Mutiny, 6Sense, Intellimize and more.
• Excellent written communication skills for developing direct response copy for email and landing pages.
• The ability to learn new technologies, products and systems quickly.
• Expertise in understanding data, telling stories and executing across channels to create a customer-focused experience.
• Experience with understanding traditional, digital and emerging channels to create demand.