Field Marketer US SMB New Business

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Overview

The Field Marketer is a market segment expert responsible for driving demand through field programs. With a strong understanding of both internal and external factors that affect the segment - through research, analysis, stakeholder relationships and market knowledge - the Field Marketer drives the segment marketing strategy in alignment with sales/distribution and New Business Team Lead. Having a solid understanding of demand generation and field marketing, this individual will drive innovation, while continuously optimizing foundational channels and tactics that drive quality pipeline and leads for sales/distribution teams. Working closely with other segment leads, and Team Lead, the Field Marketer will develop and execute solid annual and quarterly plans.  With strong data and analytical skills, regular reporting on performance metrics is critical to monitor overall and individual campaign tactics and plans, pivoting and optimizing, when required.

Key Responsibilities

• Own the demand generation strategy for specific segment in alignment with broader marketing strategies and goals to build cohesive field marketing plans.
• Drive segment strategy with expert knowledge of market, whitespace opportunities and a strong understanding of sales processes.
• Anticipate trends/opportunities and innovative ways to increase impact and reach into segment.
• Understand competitive landscape; provides recommendations on how to position SAPC solutions against it.
• Develop solid quarterly marketing plans with impactful multi-channel campaigns to drive pipeline and achieve targets - field contribution to be at (MM 40-45%; SB 20%+) overall.
• Establish strong relationships with key segment distribution leads to ensure strategic priorities are aligned.
• Effectively communicate and predict the health of the pipeline and be able to predict pipeline delivery for respective segment based on planned activities (discrete and marketing infl).
• Fully leverage Martech stack to assist with targeting approach – Demandbase One audience orchestration across channels.
• Clear communications and processes in place ensuring distribution teams have a clear understanding of campaigns in market and the follow up required.
• Ensure timely and quality execution of plans, working with program manager, and shared services.
• Measure, analyze and report on the impact of campaign and demand activities on pipeline.
• Monitor and report on lead volumes, conversion rates and make suggestions to improve quality to achieve global target of 17% MQL>SW
• Prepare reporting and results in accordance with current scheduling cadence (weekly dashboard of results, mid quarter pipeline check-in, quarterly HOM etc.)
• Track marketing best practices, monitor industry and association trends, and make recommendations accordingly.
• Define and integrate partner marketing strategies where appropriate to increase/expand audience.
• Share plans/strategy with corporate partners for them to support each the segment appropriately.
• French is a plus

Key Stakeholder Relationships

• SDR segment leads
• Sales segment leads
• Marketing Shared Services