Demand Generation Manager Job Skills :
What is Demand Generation?
Marketing your business can feel like an uphill battle, but it all comes down to making your target audience care about what you’re selling.
What’s the best way to do that?
Shifting their perspective so they understand not just what you do, but what problem you solve. Help them recognize they need what you offer to create a demand for your products or services.
This process is called demand generation.
How does Marketo define demand generation?
Demand generation can be easily split into three key pillars:
- Lead generation
Before any other stages of demand generation can happen, you need to have leads to deliver your strategy. Lead generation involves gaining the interest of potential customers and adding them to your marketable database. Once captured through a nurture program, these leads can then be handed to sales development to guide them through the sales funnel.
- Demand capture
If there is existing demand in the market, you can capture it and guide potential customers to your products and services. This process involves a range of lower-funnel content that will establish your brand proposition, such as PPC advertisements, SEO optimizations, and 3rd party intent data.
- Pipeline acceleration
Once you’ve succeeded at generating or capturing demand as opportunities, you can speed up the sales process using pipeline acceleration techniques. These can be as simple as engaging in conversation with potential customers or creating highly targeted content that meets your leads’ pain points and is appropriate to their position in the sales funnel. Field marketing events are also a very common tactic for pipeline acceleration.
Demand Generation Marketing Plan :
In order to execute your demand generation marketing plan, you need to have the proper tools.
79% of all marketing leads never convert into sales and a lack of lead nurturing is the common cause.
Demand generation can help to avoid this pitfall as well as help to nurture those leads into conversions.
As you are looking for a software suite to aid you in your demand generation goals, keep a few things in mind: Tools and features
The first and simplest question to ask about your demand generation software is, “What can it do?”
Remember that each business is different. Some features may be invaluable to an organization while others might be a waste of money. Take note of how well each software’s arsenal of tools fits into your demand generation plan.
Ease of integration
How well does the solution fit into the framework that you have already built for your company? What sorts of changes will its implementation require?
Will you need new hardware to implement it, or can it operate on your current infrastructure?
Any integration hurdles you encounter will end up costing you time and money, so take note of any potential problems before you commit.
Also important is how well it can integrate with other software.
Can you export and import data between the new software and other solutions you may be used to improve demand?
Are there add-ons from other companies that can enhance the benefits you enjoy from the new system?
How difficult is it to install those extra tools?
Even if a software suite is the most robust option available, it’s not going to do your company any good if its interface is impossible to navigate. How difficult is it for your staff to learn? How much investment will be required if you bring on new hires who will also need to learn how to use it?
Not only does each company have its own set of requirements for its demand generation strategies, but those requirements evolve over time. Is it possible to translate the software’s capabilities across industries? If your business grows suddenly, will it be able to handle the new workload?
In order to generate demand, you have to be able to rely on the tools you put in place. An automated email campaign isn’t going to bring in any visitors if the software never actually sends the emails. If you can’t access the statistical data that your system has gathered, then that data is useless.
What You Will Do
- Manage day-to-day website and social channel operations including web content management, sitemap, navigation, localization, SEO/SEM, and analytics
- Monitor current digital marketplace, track competitors and contribute to project scope, website, and social channel road maps
- Define and monitor key performance indicators regarding the website and social channel visitors, traffic, and activities to appropriate stakeholders. Suggest opportunities for improvement to impact lead generation and funnel progression
- Analyzes programs for performance dashboards and insights to maximize ROI, A/B testing, and user testing
- Recommend and manage the performance of external digital marketing vendors
- Work closely with global teams to curate and localize content ( articles, infographics, case studies, etc )
- Develop strategy and drive demand generation programs that help achieve revenue growth targets
- Builds campaigns and account-based programs; finds new ways to improve creation and conversion of incoming leads
- Understands segmentation best practices for effective campaign targeting
- Develop a deep understanding of customers’ experiences through various touchpoints and buyers’ journeys.
- Exceptional organizational skills with the ability to multi-task and manage multiple processes, programs, and procedures simultaneously while working under pressure to meet deadlines.
- Familiarity with global website privacy and data protection best practices including GDPR would be advantageous.
- Understanding of technical SEO, including site architecture optimization, site speed considerations, and on-page and off-page optimization.
- Experience using Google Analytics, Google Tag Manager, Marketo, Salesforce, or similar platforms.