Director of Demand Gen - B2B Events

As the Director of Demand Gen at this B2B SaaS company, you'll be responsible for developing and executing comprehensive demand generation strategies that align with the company's revenue goals. This includes managing multi-channel marketing campaigns like PPC, LinkedIn Ads, and ABM, optimizing lead generation and conversion rates, and collaborating with the sales team to ensure high-quality leads and pipeline growth. Your expertise in leveraging martech tools will also be crucial in tracking and capturing demand efficiently.

To qualify for the Director of Demand Gen role, candidates should have at least 10 years of marketing experience, with a strong emphasis on demand generation leadership for 5-8 years. Deep expertise in paid media, SEO, ABM, and lifecycle marketing is essential, as well as strong analytical skills and proficiency in marketing automation and sales tools. This position also requires excellent communication skills and an ability to collaborate across various departments.

The Director of Demand Gen plays a pivotal role in driving revenue growth by creating and executing strategic marketing initiatives that attract and convert leads into customers. By managing multi-channel campaigns, optimizing the conversion rates, and aligning closely with the sales team, you ensure that marketing efforts are effective and that the company meets its revenue goals. Your analytical expertise helps refine marketing strategies to continuously improve performance.

A successful Director of Demand Gen should be well-versed in using various marketing technology tools. Familiarity with platforms such as HubSpot for marketing automation, Salesloft for sales engagement, and SEMrush for SEO insights will be crucial. Additionally, understanding analytics tools to measure campaign effectiveness will help drive insights and optimize lead generation efforts.

Yes, the Director of Demand Gen position is fully remote, allowing you to work from anywhere in Canada. This flexibility promotes a diverse and dynamic work environment, enabling you to collaborate with team members across different regions while maintaining a healthy work-life balance.

When discussing your demand generation strategies, focus on specific campaigns you have led and the results achieved. Highlight your analytical approach, the tools you've utilized, and how you measure success. Sharing quantitative results will help illustrate your capabilities and understanding of effective demand gen practices.

In your response, discuss the importance of integrating various channels such as PPC, LinkedIn Ads, and ABM. Mention how you create a cohesive message across platforms, optimize each channel for performance, and analyze results to adapt strategies. This will demonstrate your ability to manage complex campaigns effectively.

It's important to highlight key performance indicators such as lead conversion rates, customer acquisition cost, pipeline velocity, and overall revenue growth. Explain how you analyze these metrics to gauge campaign effectiveness and inform future strategies, showcasing your data-driven mindset.

Discuss your methods for aligning marketing and sales teams. This could include regular communication meetings, shared KPIs, and collaborative planning sessions. Emphasize your experience in using feedback from sales to refine marketing efforts and improve lead quality.

When addressing marketing automation, describe specific tools you've used, such as HubSpot or Marketing Cloud. Explain how you integrated these tools into your demand generation strategies, highlighting any automation processes you’ve developed to enhance lead nurturing and engagement.

Showcase your adaptability by sharing examples of how you've pivoted strategies in response to market trends or competitor actions. Discuss the importance of staying informed and continuously analyzing data to make proactive adjustments to your marketing plans.

Talk about your methodology for setting and managing budgets for demand gen campaigns. Highlight your analytical approach, details on how you allocate resources across channels, and how you track spend against results to ensure a positive return on investment.

Provide a detailed example of an ABM campaign you led, including the specific target accounts, your strategies, and the measurable outcomes. Discussing a successful case will showcase your expertise in account-based marketing and your ability to drive results.

Discuss your commitment to professional development by mentioning industry blogs, webinars, and conferences that you attend. Sharing how you incorporate new trends and insights into your strategies will demonstrate your proactive approach to stay current and competitive.

Articulate the importance of SEO in driving organic traffic and attracting qualified leads. Discuss your experience in optimizing content for search engines, implementing on-page and off-page strategies, and measuring the impact of SEO on lead generation and conversion rates.