Demand Generation Manager, G2

• 3-5 years experience in digital marketing, preferably with a specialization in paid acquisition channels or B2B demand generation
• A data-driven approach to performance tracking, A/B testing, reporting and campaign optimization
• Strong written and verbal communication skills
• Ability to work US-based hours, either eastern, central, mountain or pacific time

Desirable

• The Demand Generation Manager owns G2’s global digital channel activation, execution, performance reporting, analysis and optimization
• The channel mix and core functions include, but are not limited to:
• Search engine marketing (SEM)
• LinkedIn, Meta, Reddit, and similar platforms
• Account-based marketing and advertising (6Sense)
• Email signature tools (Sigstr, Open Sense)
• Web conversion rate optimization (CRO)
• A/B testing
• Landing page design and creation
• Audience segmentation and strategy
• Align with field marketing and broader demand gen teams to develop multi-channel digital strategies that meet marketing qualified opportunity and pipeline goals for each quarter and year across all segments and markets
• Search engine marketing (SEM): Day-to-day contact for agency collaboration and management, campaign tracking, testing approval, performance reporting, landing page development, lead routing, budget management and liaising with G2’s creative team for assets and messaging as needed, and more
• Social Advertising and Account Based Marketing: Campaign setup, audience creation, ad development, tracking, testing, analysis, optimization, forecasting and budget planning, lead routing, creative asset management, performance reporting and more
• Dashboards, tracking and analysis: Collaborate with the marketing operations team on dashboard creation, performance reporting, goal attainment, lead routing, monthly and yearly business review metrics, and more, to bring transparency to G2’s digital marketing strategy
• Conversion rate optimization (CRO): You will continually find new ways to increase conversion rates on G2 campaigns and web pages which includes testing creative options, ad and page formats, calls to action (CTAs), messaging, subject lines and more
• Landing page creation and execution: Whether on HubSpot or external solutions, you will collaborate with the brand/creative team, agencies, and the demand generation team on landing page development and usage across all channels as needed (SEM, LinkedIn, display, webinars, events and more), including CRO
• Audience development and segmentation: For all channels, segments, markets and campaigns, you will collaborate with stakeholders to build target and retargeting audiences as needed
• As the revenue marketing team’s digital subject matter expert, you will be asked to join brainstorming sessions, business reviews and kickoff meetings and will present your recommendations for how to meet and exceed business objectives
• As part of these initiatives, you may own key parts of global, segment, and regional campaigns including messaging development, creative recommendations, retargeting strategies and more
• While most of your time will be spent on G2 Marketing Solutions, you may also be asked to support or consult on other G2 businesses including Data Solutions, Market Intelligence, Labs, and more
• You will also be responsible for considering emerging marketing technologies or tools that G2 should evaluate, as well as developing business cases for how these new channels can benefit our business