Growth Marketing Specialist - B2B - MakeMusic

Company Information

We are musicians, athletes, coaches and teachers who truly believe in our mission to help people achieve their best. Our software platforms connect performers, instructors and creators enabling them to publish, teach and train using the principles of deliberate practice.

You may know us as TrainingPeaks, MakeMusic, TrainHeroic and Alfred Music. All these brands are under the Peaksware umbrella. TrainingPeaks develops software for coaches and athletes to track, analyze and plan endurance training. TrainHeroic develops software solutions for the strength and conditioning needs of coaches and athletes. MakeMusic develops software to transform how music is composed, taught, learned and performed. Alfred Music creates and publishes educational music to help teachers, students, professionals and hobbyists experience the joy of making music. 

We would love to have you join our ever-growing team! All applicants will receive equal consideration for employment regardless of gender, race, national origin, age, sexual orientation, gender identity, physical disability, religion, or length of time spent unemployed.

General Summary

The Growth Marketing Specialist is a key member of the marketing team responsible for driving top-of-funnel lead generation and supporting the business development team in converting Marketing Qualified Leads (MQLs) into Sales Qualified Leads (SQLs) for MakeMusic. This role focuses on leveraging advanced outreach tools such as HubSpot and Sigma to execute data- driven campaigns, optimize lead engagement, and support the revenue teams as they streamline the transition of qualified opportunities to the sales team.

You will work directly with the Digital Marketing and Content Marketing Team Members, amongst others. This position reports directly to the Sr. Director of Growth.

Key Responsibilities:

Lead Generation & MQL Development:

• Design and execute targeted top-of-funnel campaigns to generate high-quality MQLs that align with the company’s ideal customer profile (ICP).
• Leverage tools like HubSpot and others to manage automated and targeted outreach campaigns, ensuring consistent and personalized prospect engagement.
• Maintain and refine lead scoring methodologies to improve MQL quality and alignment with sales-ready criteria.

Support for Business Development Team:

• Partner closely with the business development team to ensure seamless collaboration and alignment on lead follow-up strategies.
• Provide enriched lead profiles, engagement data, and personalized insights to help sales effectively nurture MQLs into SQLs.
• Work with PMMs team to create and optimize outreach sequences, cadences, and messaging.

Campaign Development & Optimization:

• Develop multi-channel campaigns (email, LinkedIn, calls) to support lead engagement and progression through the funnel.
• Collaborate with all revenue teams to create assets (e.g., email templates, sales playbooks, outreach messaging) tailored to top-of-funnel needs.
• Develop high-quality content that resonates with the target audience, including blog posts, infographics, videos, webinars, and case studies. Inclusive of SEO/SEM needs. 
• Continuously analyze campaign performance, conduct A/B tests, and refine strategies to maximize conversion rates.

Tool & Technology Management:

• Manage and optimize the use of outreach tools (HubSpot), CRM systems, and marketing automation platforms for efficient lead tracking and reporting.
• Ensure marketing and sales technology stacks are integrated for seamless data flow and reporting.

Data Analysis & Reporting:

• Monitor and analyze outreach metrics, including email open rates, response rates, call connect rates and more, to measure campaign effectiveness.
• Provide regular reports to the marketing and business development teams, highlighting areas of success and opportunities for improvement.

Cross-Functional Collaboration:

• Work with marketing colleagues to align top-of-funnel efforts with broader marketing campaigns and initiatives.
• Collaborate with BD and sales to ensure a smooth handoff of SQLs, and provide feedback on lead quality and conversion trends.

Requirements

Required Qualifications: 

• 3+ years in marketing, demand generation, or sales enablement, with a focus on top-of-funnel activities and collaboration with business development teams.
• Proven experience and proficiency managing marketing automation platforms, CRM systems and outreach tools such as Hubspot
• Strong analytical skills with proficiency in data analysis tools (e.g., Google Analytics, Excel)
• Experience in desig