Marketing Manager Lead Generation

DESCRIPTION:

Responsible for the vertical (priority markets and account-based) marketing initiatives across multiple platforms and formats with the goal to increase customer engagement and drive qualified lead generation, new business growth and customer retention. The Marketing Manager reports to the Director of Marketing and actively works with the Business Development and Marketing Team, Product Sales Team, and Sales Managers to lead the vertical markets strategic plan and the tactical execution of the initiatives. You will have the opportunity to apply your digital marketing and analytical skills, while demonstrating your knowledge of the industry, products and applications to further our sales and marketing efforts into new markets.

PRIMARY RESPONSIBILITIES:

Help build vertical market/account-based strategic plan for sales and marketing initiatives that generate quality leads, drive account engagement and revenue. Possesses a global understanding of the priority markets and accounts, trends, and unmet needs to contribute heavily to the marketing strategic planning cycle and on-going implementation.

Conduct market research to identify target companies and leverage ZoomInfo sales intelligence and database to develop vertical market target list. Work with sales and marketing teams to develop outreach campaigns; Assess, onboard, and run multiple marketing tools and digital solutions to optimize the vertical/account-based marketing program

Coordinate trade show planning and execution details as the main point of contact for the show contacts and the internal team. Create and maintain checklists and show plan documents to ensure logistics are handled on time for successful execution. Coordinate lead capture and entry into Salesforce. Conduct research for keeping cumulative listing of tradeshows up-to-date and proactively communicate with sales and product teams.

Identify opportunities for webinar topics and coordinate with the marketing, product and/or sales teams for execution

Manage and update the website tools (e.g. product part number configurator) to ensure accuracy and work with developer and marketing team to make necessary updates and track activity

Collaborate with Product Leaders on New Product Introduction (NPI) process in vertical market research, product gaps, and articulation of sales, marketing and competitive strategies, including product demo samples, target company list, presentations and launch materials for sales enablement.

Build and maintain strong working relationships with marketing, product management, engineering and sales teams to effectively address issues and opportunities; Collaborate with business development and marketing team on campaign strategy, creative content development, marketing channels, content messaging, and customer targeting

Conduct reporting analyses and continuously follows industry trends, understands market drivers to identify opportunities and threats and convert these into insights, strategy, and actions

Identify common questions and issues to address via thought leadership content to be used by marketing and sales teams; Be a subject matter expert when appropriate; work with Content Manager to identify topics/questions to address, especially for priority vertical markets

Contribute to the articulation of Ashcroft value proposition within priority market segments and align products and gaps (product roadmaps) to market segments; contributes to the creation of base expert content and value propositions to be used in customer education, campaigns, and lead generation

Document, update and review Leads process (HubSpot + Salesforce integrated Lead Process; Request for Quotes (including Product Configurators) and Technical Questions ("Ask the Experts")

REQUIREMENTS:

• BS Degree in Marketing, Business, Communications, or technical field such as engineering or equivalent professional experience
• 7-10 years of experience in sales, marketing, product marketing for business
• Minimum 3+ years of account-based marketing and multi-channel B2B marketing experience, preferably within industrial manufacturing
• High aptitude for Mechanical and Electrical engineering concepts
• Excellent verbal & written communication skills; Strong group presentation skills
• Passion for continuous improvement and innovative marketing solutions
• Strong ability to lead people, teams and projects in a collaborative manner
• Effectively manage multiple tasks, set priorities and maintain high level of organization and attention to detail
• Consistent track record of working effectively with senior leadership, sales teams to build consensus, develop relationships and lead and execute marketing initiatives
• Strong research, problem-solving, strategic thinking, and analytical skills to uncover new opportunities, optimize performance and improve processes
• Ability to create and maintain analytics on marketing and sales activities, effectiveness, and business impact
• Solid understanding of various marketing and analytics tools such as Marketing Automation (e.g. HubSpot), B2B database software (e.g. ZoomInfo), CRM systems (e.g. Salesforce), collaboration platforms (e.g. SharePoint, Microsoft Teams), Google Analytics and others as required
• Owns a global understanding of the priority markets and accounts, trends, and unmet needs and contributes heavily within the Americas (U.S./Canada) sales & marketing strategic planning cycle as required;
• Curious and continuous learner - needs to be continually learning the business, industries, products, latest platforms, technology tools and marketing solutions

Ashcroft Inc. is an Equal Employment Opportunity Employer
EOE AA M/F/Veteran/Disability

Please note: The position requires U.S. Citizen, Permanent Legal Resident or granted Asylee/Refugee status under the Immigration and Nationality Act.