Senior Demand Generation Manager

About G2 - Our People 

G2 was founded to create a place where people will love to work. We strive to create meaning in work and provide more than just a job: a true calling. At the heart of our community and culture are our people. Our global G2 team comes from a wide range of backgrounds and experiences, and that’s what makes our G2 community  strong and vibrant. We want everyone to bring their authentic selves to work, and we do this through our company and team events, our G2 Gives charitable initiatives, and our Employee Resource Groups (ERGs). 

Our employee-led, leadership-supported ERGs celebrate the diversity of our team, foster inclusivity and belonging, and create a space to connect to each other. Through connections and understanding, we build a stronger and more dynamic global team and help every person reach their personal peak.

We support our employees by offering generous benefits, such as flexible work, ample parental leave, and unlimited PTO. Click here to learn more about our benefits. 

 

About G2 - The Company

When you join G2, you join the global team behind the largest and most trusted software marketplace. Every month, 5.5 million people come to G2 to inform smarter software decisions based on honest peer reviews. Authenticity is our focus, and every day we help thousands of companies, and hundreds of employees, propel their potential. Ready for meaningful work that starts and ends with compassion and heart? You’ve come to the right place.

G2 is going through exciting growth! We’ve recently secured our Series D funding of $157 million, which will further allow us to grow and develop our product and people. Read about it here!

About The Role

The Senior Demand Generation Manager owns the creation, management, and optimization of 1:Many, 1:Few, and 1:1 programs and campaigns across prospect and customer audiences. The channel mix for these initiatives includes digital advertising, webinar programs, email marketing, partner marketing, in-person events, and more. The measures of success for this role are marketing qualified lead (MQL) production as well as marketing-sourced and marketing-influenced pipeline creation.

The ideal candidate for this role has:

• A track record of creating and capturing demand through campaigns, content, programs, and offers to surpass MQL and pipeline targets
• Proven experience developing and executing integrated campaign frameworks
• Driven partnership between marketing and sales on aligned go-to-market strategy
• A proactive attitude, takes action quickly, and thrives in a fast-paced environment

In This Role, You Will: 

Develop, socialize, and execute multi-channel, multi-touch marketing plans that exceed MQL and pipeline targets:

• Proactively develop new campaigns, offers, programs, content, and channel tactics that drive marketing-sourced and -influenced pipeline growth across 1:Many, 1:Few, 1:1, customer, prospect, and partner audiences. These initiatives may include but are not limited to: 
• G2 Products, pricing, and packaging 
• Brand and thought leadership
• Buyer personas and committees
• New business verticals and growth opportunities
• G2 Partners and integrations
• Competitive campaigns and conquest efforts
• NOTE: You will collaborate with the Demand Generation Manager on digital campaigns, planning, performance, and optimizations..
• Align with key stakeholders including sales, the GTM Operations team, the demand generation team, and the broader marketing team on goal attainment, campaign launches and reporting, optimization, conversion trends, changing business needs, and more
• As part of these efforts, you will lead cross-functional projects that require research and analysis, creative asset development, content creation, copywriting drafts, web development, stakeholder alignment, and more as they come to life
• Manage budgets and goal tracking as related to lead forecasting, ROI analysis, program performance, and future optimization

Build G2’s Account-Based Marketing (ABM) strategy:

• Develop and implement ABM frameworks that deliver personalized, 1:1, and 1:Few experiences to priority account segments and contactsLead marketing-side account-based initiatives by aligning with sales stakeholders on target account list development and creation of account plans that drive engagement
• Own ABM measurement, tracking, and ROI analysis
• Serve as G2’s subject matter expert in account-based marketing across data, tools, audiences, and strategy