Senior Demand Generation Manager, Paid Media and Inbound

As a Senior Demand Generation Manager, Paid Media and Inbound at Contentful, your primary responsibilities include developing, executing, analyzing, and optimizing inbound campaigns that drive pipeline growth. You will oversee paid media plans that support both brand and integrated campaigns, ensuring you reach top-of-funnel growth while successfully managing external agencies. Another key aspect of your role includes collaborating closely with teams across the company to align on strategies, analyze performance metrics, and continuously improve campaign effectiveness, ultimately contributing to Contentful's revenue goals.

To qualify for the Senior Demand Generation Manager, Paid Media and Inbound role at Contentful, candidates should have at least 6 years of experience in B2B digital marketing, ideally with a focus on paid marketing in a SaaS environment. A proven track record of executing successful inbound demand generation campaigns, combined with experience managing paid social and video campaigns, is essential. Familiarity with tools such as DemandBase, DV360, and analytics platforms will also be crucial for making data-driven decisions. Strong understanding of B2B sales cycles and customer journey mapping is a must.

The Senior Demand Generation Manager, Paid Media and Inbound is integral to Contentful's marketing strategy, directly impacting how the company connects with potential customers. By leading initiatives that align inbound and paid media efforts with the overall go-to-market strategy, you will help build awareness and engagement with targeted audiences. Your work ensures that the messaging is consistent and effective across various channels, thus playing a critical role in enhancing the customer journey and driving sales results.

In the role of Senior Demand Generation Manager at Contentful, you will manage a variety of campaigns designed to enhance both inbound lead generation and paid media outreach. This includes creating engaging content that showcases products through demos and use cases and executing targeted paid media campaigns across platforms like Google, Meta, and LinkedIn. Additionally, you will have the opportunity to oversee creative development, audience targeting, and budget allocation strategies to ensure the highest impact of your campaigns.

Contentful prides itself on fostering an inclusive and collaborative work culture, making it an ideal environment for a Senior Demand Generation Manager. The company encourages open communication and values diversity, allowing everyone to contribute unique insights and perspectives. You'll find a supportive atmosphere where teamwork and cross-functional collaboration are emphasized, and your efforts to innovate and drive results will be recognized and rewarded.

When answering this question, focus on a specific campaign you led. Highlight the objectives, strategies used, and the metrics that demonstrate its success, such as lead generation numbers or conversion rates. Emphasize your role in collaboration with other teams and how your analysis of the results led to insights for future campaigns.

Discuss your methodical approach to prioritization, including how you assess campaign potential, align with business goals, and consider resource availability. Mention any tools or frameworks you use to evaluate and manage your priorities effectively.

Be specific about the paid media tools in your experience, such as DemandBase, Google Ads, Meta Ads, and LinkedIn Sponsored Content. Explain how you applied these tools to optimize campaigns, track performance, and make data-driven adjustments.

Detail the key performance indicators (KPIs) you focus on, such as lead volume, conversion rates, customer acquisition cost, and return on investment. Discuss your process for monitoring these metrics and adjusting campaigns in response to performance analytics.

Emphasize your proactive communication skills and how you build relationships with other departments, like Sales and Product Marketing. Explain how you facilitate brainstorming sessions, monitor progress, and ensure that everyone is aligned on the campaign goals throughout its lifecycle.

In your response, highlight a specific example where data analysis led to a strategic change in your campaigns. Mention the types of data you analyzed and how it informed your decisions to improve targeting, content, or messaging.

Discuss your experience with budgeting, detailing how you allocate resources effectively to maximize campaign impact. Outline any tools or methodologies you use for budget tracking, and provide examples of how you've successfully managed budgets in previous projects.

Provide a detailed account of a specific situation where you had to adapt a campaign. Explain the reasons for the pivot, the steps you took, and the eventual outcome, focusing on what you learned from the experience.

Share your insights into emerging trends such as AI in marketing, personalization, or privacy regulations impacting data collection. Discuss how these trends could affect strategies for demand generation, including how businesses should adapt to remain competitive.

Discuss the importance of professional development and staying updated with industry changes. Talk about attending workshops, following thought leaders, or using skills training budgets for courses that can enhance your expertise in demand generation.