Demand Generation Specialist (Event/Campaign/Paid Media/Field marketing)

Role and Responsibilities:

The Demand Generation Specialist is responsible for creating and implementing tactics to increase awareness and interest in ABBYY products and services, through demand pipeline creation with the goal of driving qualified leads and potential customers into the sales funnel for the Americas, APAC and EMEA regions.
Develop and execute Demand Generation Programs and Tactics and scope target audiences and buyer personas. Your role will be to support regional demand and field marketing leadership in creating and executing, tracking and optimizing multichannel tactics, such as events, email nurture campaigns and nurtures, social media, content syndication, ABM and paid media.

o Collaborating with cross-functional teams, including field marketing, sales, product marketing, and customer success, to ensure a unified approach.
o Primary focus will be on generating leads and pipeline from new logo accounts but this role will also have some responsibility for campaigns to existing customers in order to ensure retention as well as growth / expansion to other areas of the account.

Experience Requirements:

• 3-5 years+ of marketing experience, with progressive responsibility in demand generation or related roles. You'll need a proven track record of successful campaign management and lead generation to succeed in this role.

Event Planning, Management and Execution:

• Develop and manage event plans, budgets and timelines to ensure successful execution.
• Oversees logistics, vendor management and on-site coordination for events such as ABBYY hosted events, webinars, roundtables & trade shows.
• Manage project timeline and communicate key milestones to stakeholders.
• Act as a primary point of contact for end-to-end event execution and coordination.
• Collaborate with cross-functional teams to align on messaging, assets and post-event follow ups.
• Track and manage event KPIs and provide post-event reporting and analysis.

Content Curation:
Content plays a crucial role in demand generation. You'll be responsible for:

• Overseeing the top- and mid of funnel usage of existing content, marketing materials, such as whitepapers, case studies, and webinars.
• Ensuring the content is gated and aligns with the buyer journey stages and resonates with our target audience.
• Collaborating with content creators in PMM and Corp. Marketing and subject matter experts to select always high-quality, engaging content.

Lead Generation and Nurturing:
A critical aspect of demand generation is lead generation and nurturing. Your responsibilities in this area include:

• Designing and executing campaigns to attract potential customers and capture their interest.
• Designing and executing campaigns to promote growth and expansion within existing accounts.
• Implementing lead scoring to ensure marketing attribution.
• Developing nurture programs to guide leads through the sales funnel, including targeted email campaigns, retargeting ads & personalized content.

Paid Media:
This role will also work closely with our lead(s) for paid media campaigns to ensure ad campaigns are optimized. These include but are not limited to LinkedIn, Google and ZoomInfo. Responsibilities in this area include:

• Deciding which assets to promote on which channels.
• Determining the budget for each ad campaign and the proper spend per lead.
• Establishing the target audience for each ad campaign.
• Working with ABBYY’s Design team to create the necessary banners.
• Creating the ad copy that incorporates the optimal amount of keywords to attract prospects.
• Monitoring performance to boost those ads that are performing well and rework and optimize those that need improvement.

Campaign Setup, Management and Optimization:
To maximize the effectiveness of the leads you generate and ensure proper attribution, you'll work closely with Marketing Operations and Sales Development Reps (SDRs) for:

• Campaign set up and configuration in Salesforce and Hubspot.
• Planning and executing top and mid of funnel marketing campaigns, including budgeting, resource allocation, and timeline management.
• Entering campaign leads into the proper CRM campaign with correct lead status / scoring.
• Ensuring that all parties responsible for lead follow (SDRs / Sales) up are well enabled with campaign details and follow-up tools.
• Analyzing campaign performance, identifying areas for improvement, and preparing data-driven decisions.
• Conducting A/B testing and iterative refinement of marketing initiatives to optimize results.

Marketing Technology Experience:
As a Demand Generation Specialist, you'll be using marketing technology platforms, including:

• Marketing automation platforms, such as HubSpot.
• Campaign documentation within CRM systems, such as Salesforce.
• Integrating various marketing tools and platforms to ensure seamless operations.
• Knowledge of modern AI marketing tools such as JasperAI, Make.com and NapkinAI is a plus.

Required Skills and Qualifications:
As a Demand Generation Specialist, you'll need a unique blend of technical, creative, and analytical skills to succeed. Here are the essential qualifications and skills required for this role:

Educational Background:

• Bachelor's degree in Marketing, Business, or a related field.

Technical Skills:

• Proficiency in various marketing automation platforms, CRM systems, and analytics tools, like Salesforce, Microsoft Dynamics, or HubSpot CRM.
• Understanding ABM, SEO, SEM, and digital advertising principles.
• Data analysis and visualization skills, including tools like Google Analytics, Tableau, or Looker is a plus. 

Additional Bonus Skills:

• ABM campaigns and platforms.

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