The following presents a generalized demand generation job description for a VP role. For interview questions to use during the next phase of your recruitment process, check out our Top Demand Generation Interview Questions.
Manage a portfolio of new logo acquisition campaigns; Identify new opportunities to create prospect awareness and engagement within our addressable market Develop strategic, timely campaigns to support quarterly themes, leverage industry trends and solve our prospects’ problems Manage vendor relationships, onboarding, administrative tasks, day-to-day communications, and traffic.
Establish and track a continuous series of experiments for campaign optimization per channel and segment Work closely with the demand generation team on mapping and maintain marketing database segmentation to personas. Work with our marketing and sales teams to monitor campaign funnel metrics, share insights, and feedback. Collaborate with our design and content teams on asset spec and deliverables timing Support the optimization of our behavioral lead scoring model Develop end-to-end Standard Operating Procedures (SOPs) and update as needed.
Demand generation can include a variety of communication channels from blog posts and social media messaging to targeted promotions and list creation. When all is said and done, demand gen is typically involved in every aspect of a business’s sales funnel. Every marketing strategy should include some sort of demand generation process for attracting people to the brand and pushing them through the sales funnel.
A lot of companies actually mistake demand gen for lead generation. These two terms, while related, are not the same thing. Lead generation refers to a specific subset of demand gen. Demand gen attracts people to business and piques interest in the overall brand, product, or service. Lead gen then comes in and turns the interested parties into more concrete sales leads by collecting contact information.
Every company needs some form of lead generation if they want to continue growing and to see success. Without lead generation, targeted marketing efforts are much more difficult. Once the lead generation is complete, demand gen takes back over to continue pushing people down the sales cycle with more targeted content and value.
The problem with demand gen is that it takes a lot more work and manpower to accomplish successfully than businesses realize. This is not a process that can be managed by a single employee. To properly run a demand gen strategy, you need a full team or department working on the process.
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