Demand Generation Marketing Manager, Education Practice

Overview

Hanover Research - Demand Generation Marketing Manager: Education Practice

Arlington, VA 

Remote Opportunity 

 

Hanover Research is seeking a Demand Generation Marketing Manager to focus, build, and amplify the marketing lift on leads, pipeline, and revenue for our Education business practices, K-12 and Higher Education. 

 

You will drive revenue growth through the development and execution of targeted outbound marketing campaigns, while working closely with sales teams to communicate compelling value propositions to key decision-makers. You will function as a key player in maximizing marketing lift and inbound lead generation for Hanover’s Education practice including KPI targets for lead and sales qualified lead volume, sales meeting handoffs, and marketing attributed and influenced revenue.

 

The ideal candidate must have prior experience working in a fast-paced, multi-channel marketing department and have an appetite for scaling up and driving excellence in demand generation.

 

This role is responsible for developing, executing, and measuring integrated marketing campaigns to accomplish three core objectives:

• Build Demand: Create awareness and appetite for our business among target potential buyers
• Capture Leads: Convert the demand into viable leads for sales
• Accelerate the Pipeline: Support sales to move prospects more quickly through the funnel

Responsibilities

• Campaign Development:
  • Develop and execute multichannel marketing campaigns tailored to the needs of K-12 and Higher Education leaders.
  • Develop and own marketing campaign calendar.
  • Collaborate with content marketing, email marketing, social media, creative, events, and agency partners to create campaigns that inflect marketing and sales funnel performance.

• Inbound Lead Generation:
• Ensure all leads are either with sales or are in email nurtures for latent warming.
• Generate a pipeline of qualified inbound leads leveraging our full marketing mix including SEO, Content Marketing, events, PPC, and social.
• Proactively identify initiatives and propose optimizations to generate qualified lead volume.

• Message Development:
• Develop messaging and positioning for our products and services and ensure that messaging is consistently utilized across channels.
• Collaborate with Revenue, Research, and Product Teams to understand voice of market and current trends and translate into compelling marketing messaging.

• Content Creation:
• Develop campaign content including emails, landing pages, web copy, ad copy, and promotional materials.
• Draft sales enablement materials including pitch decks, one-sheets, and brochures.

• Sales Enablement:
• Partner with revenue teams to ensure a seamless handoff of qualified leads to sales
• Partner with revenue teams to identify and implement strategies to accelerate the revenue pipeline.

• Reporting and Analysis:  
• Develop dashboards and reports to measure campaign success, pipeline health, conversion, and other KPIs
• Examine sales trends and marketing performance and use the findings to recommend and implement strategies for increasing demand/improving lead volume.
• Track campaign performance, propose improvements, and suggest new campaigns to generate demand and produce qualified leads.

Qualifications

This position requires a firm understanding of integrated marketing strategies and how to deploy them to meet department and business goals. The candidate will have strong project management skills with attention to detail, as well as the ability to communicate across various internal stakeholders. Top candidates will be proactive, possesses analytical aptitude, problem-solving skills, work well with others, and have the following:

• Successful track record of running multi-channel demand generation campaigns.
• Understanding of how to leverage content marketing, word-of-mouth, email, paid acquisition, and events to generate interest in a business or product line.
• Understanding of key marketing metrics and KPIs and how to manage to performance.
• Experience with MarTech and a command for understanding how to leverage technology to inflect lead volume and marketing performance.
• Experience with:
  • Marketing automation platforms (HubSpot preferred).
  • CRM’s (Salesforce preferred).
  • Google Ads and Google Analytics.
  • SEO and SEM best practices.
  • HTML platforms (WordPress preferred).
• Excellent writer with an ability to translate off