Integrated Campaign Manager, Events

As an Integrated Campaign Manager, Events at Intercom, your responsibilities will include developing and executing integrated marketing campaigns tailored for our largest events, managing project timelines, and analyzing campaign performance. You will work cross-functionally with sales, content, and creative teams to ensure alignment with business objectives and drive attendance and engagement levels.

To qualify for the Integrated Campaign Manager, Events role at Intercom, candidates should have at least 5 years of demand generation experience in a B2B technology environment. Strong analytical skills, project management capabilities, and experience with automation tools such as Marketo and Salesforce are also essential. Additionally, a knack for creating compelling marketing messages and a background in event planning can be beneficial.

The Integrated Campaign Manager, Events contributes significantly to Intercom's goals by driving attendance and engagement during major events, which directly influences our demand generation initiatives. By crafting data-driven campaigns and optimizing funnel metrics, this role helps generate leads and boost pipeline progression, ultimately supporting our strategic business targets.

The campaign planning process for the Integrated Campaign Manager, Events at Intercom involves a comprehensive approach that includes pre-event and post-event strategies. You'll outline objectives, coordinate with cross-functional teams, create audience acquisition tactics, execute campaigns effectively, and analyze performance data to adapt strategies for future events.

At Intercom, the working environment for the Integrated Campaign Manager, Events is collaborative and innovative, with a hybrid policy that encourages face-to-face interaction in the office while supporting flexibility. The company culture is grounded in creativity and diversity, promoting an open atmosphere where ideas thrive and everyone feels valued.

In answering this question, discuss specific demand generation campaigns you've managed—focus on your role in planning, execution, and evaluation. Highlight measurable outcomes such as lead generation or increased engagement metrics to demonstrate your effectiveness in driving results.

Showcase your analytical skills by discussing tools you use to track campaign performance, such as Google Analytics or Salesforce. Provide examples of how you interpret data to make informed decisions, indicating your proficiency in adjusting strategies based on insights derived from performance metrics.

Highlight your project management skills by explaining your prioritization strategies. Discuss any tools or methodologies (like Agile or Trello) you use to stay organized and ensure that all projects are delivered on time while meeting quality standards.

Discuss your experience with multi-channel marketing techniques to attract attendees. Highlight specific tactics like social media promotion, email campaigns, and partnerships, and present relevant metrics that demonstrate how your strategies have increased attendance in past events.

Describe a specific integrated campaign, focusing on your role in its conception, execution, and results. Highlight the challenges you faced, how you overcame them, and the overall impact the campaign had on business targets, reinforcing your ability to achieve outcomes.

Emphasize your communication skills and how you proactively engage with different departments. Provide examples of past collaborations that led to successful outcomes, and discuss techniques you use to ensure alignment and motivation among team members.

Discuss the marketing automation and analytics tools you are familiar with, such as Marketo, Salesforce, or Tableau. Explain how these tools have enhanced your ability to execute and analyze campaigns effectively, tying it back to your experience at previous companies.

Explain your process for identifying and segmenting target audiences, using data analysis and market research. Mention techniques like buyer personas or customer journeys that you've employed to refine your targeting approach.

Data is crucial in shaping your campaigns; discuss how you leverage analytics to inform your decisions. Talk about specific metrics you monitor and how they influence your campaign strategies, illustrating your data-driven mindset.

Describe your approach to diagnosing the issues affecting campaign performance, whether it's through A/B testing, audience feedback, or adjusting messaging. Provide an example of when you successfully turned around a campaign and the strategies you implemented to achieve that.