OVERVIEW
The Demand Marketing Manager is responsible for developing and executing demand generation strategies to drive lead acquisition, engagement, and conversion within the K-12 education market. This role focuses on creating and optimizing multi-channel campaigns to support the organization's growth objectives in the education sector. Occasional travel required.
RESPONSIBILITIES
- Develop and implement integrated demand generation campaigns to drive lead acquisition and conversion in the K-12 education market.
- Optimize email marketing, digital advertising, content marketing, paid social, SEO, and account-based marketing (ABM) efforts.
- Create and manage full-funnel campaigns, ensuring consistent engagement across all stages of the buyer's journey.
- Lead account-based marketing initiatives, driving cross functional collaboration and orchestration between teams.
- Develop lead nurturing strategies to move prospects through the sales funnel and increase conversion rates.
- Collaborate with the Sales team to align marketing efforts with revenue and pipeline goals.
- Manage pre- and post-event campaigns to drive attendance and manage lead follow-ups by sales cohorts.
- Define content and thought leadership needs for demand campaigns in collaboration with content and product management.
- Monitor and optimize the marketing funnel to ensure effective measurement of marketing's contribution to pipeline and revenue.
- Utilize business intelligence tools (e.g., Salesforce, HubSpot, Google Analytics) to track, analyze, and optimize campaign performance.
- Continuously test and refine messaging, channels, and creative assets to maximize impact.
- Provide regular reports on marketing campaign performance and develop testing processes and optimization motions to improve performance.
- Collaborate with cross-functional teams, including Sales, Content, Creative, and Product Marketing, to ensure cohesive and effective marketing strategies.
- Manage relationships with external agencies and vendors to enhance campaign reach and effectiveness.
- Stay informed about K-12 education trends, best-in-class benchmarks, new demand techniques and channels, market dynamics, and competitive landscape to ensure that PLTW remains at the forefront of demand generation.
- Continuously refine market segmentation, audience targeting, and personalization strategies to improve lead quality and conversion rates.
- Represent the company at industry events, conferences, and partner meetings to expand brand presence and engagement.
- Identify and recommend potential opportunities to incorporate innovative methods and emerging trends within area of expertise.
- Other duties as assigned.
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