Director, Demand Generation

The Director of Demand Generation at SmartRent is responsible for developing and owning the full-funnel demand generation strategy to drive pipeline growth. This role involves leading multi-channel marketing campaigns, collaborating with cross-functional teams, executing comprehensive strategies targeting both new customers and existing accounts, measuring campaign performance through data analytics, and mentoring a high-performing demand generation team.

For the Director of Demand Generation position at SmartRent, candidates should have 8-10 years of experience in demand generation or growth marketing roles, ideally in SaaS and B2B contexts, with at least 5 years in a leadership role. A bachelor’s degree in Marketing, Business, or a related field is required, along with expertise in Account-Based Marketing and familiarity with marketing technology tools such as HubSpot.

The demand generation strategy led by the Director at SmartRent is crucial in driving pipeline growth, nurturing leads through the sales funnel, and contributing to overall revenue acceleration. Through innovative multi-channel campaigns and leveraging data analytics, the role ensures that marketing efforts are aligned with sales goals and that key performance indicators like MQLs and ROI are effectively tracked.

As a Director of Demand Generation at SmartRent, there are significant opportunities for professional growth including leading a talented team, innovating strategies within a fast-paced environment, and collaborating interdepartmentally. There’s potential to refine skills in advanced marketing tools and to influence C-Suite engagement while contributing to significant business outcomes.

The unique aspect of working as the Director of Demand Generation at SmartRent is the blend of innovative technology in the proptech space and a supportive, collaborative work environment. SmartRent's commitment to fostering creativity, experimentation, and accountability allows leaders to thrive while implementing impactful marketing strategies. Furthermore, the company's rapid growth and recognition as a top tech innovator enhance the experience.

When developing a demand generation strategy for SmartRent, I would start by aligning the strategy with company goals and collaborating with product and sales teams to understand target audience needs. I would analyze current data to identify trends and gaps, then create a full-funnel approach focusing on high-impact, multi-channel campaigns to drive engagement and leads.

In my previous role, I successfully implemented ABM by identifying key accounts and creating personalized campaigns for each, leveraging data analytics for performance tracking. Partnership with sales teams was critical to ensure messaging was consistent and effective, leading to higher engagement rates and conversions for several key accounts.

Essential tools for managing demand generation include marketing automation platforms like HubSpot for campaign management, CRM systems for tracking leads, and analytics tools for measuring performance. Additionally, I find value in using project management software to streamline collaboration within cross-functional teams, ensuring all efforts are strategically aligned.

Measuring the success of demand generation campaigns involves tracking key performance indicators (KPIs) such as Marketing Qualified Leads (MQLs), Sales Qualified Leads (SQLs), Customer Acquisition Cost (CAC), and Return on Investment (ROI). Regularly reviewing these metrics allows for continuous optimization of strategies and ensures alignment with business goals.

Collaboration is vital in demand generation as it ensures all teams—from sales to product marketing—are aligned on the same objectives and messaging. Effective communication helps to leverage diverse insights and skills, creating more cohesive campaigns and ultimately leading to higher conversion rates and business success.

I approach lead nurturing by developing targeted content and drip campaigns that guide potential clients through the buyer's journey. By utilizing data analytics, I ensure that messages are relevant and timely. Personalization, based on user behavior and preferences, significantly enhances engagement and helps in converting leads to customers.

One successful campaign I led involved a webinar series focused on educating potential clients about industry trends and our solutions. We partnered with industry experts to enhance credibility, promoted it across multiple channels, and captured over 500 high-quality leads, leading to a significant increase in pipeline conversions.

A significant challenge in demand generation is adapting to changes in buyer behavior due to market dynamics. To overcome this, I focus on continuous market research and data analysis to ensure our strategies remain relevant and effective. Building a culture of flexibility and creativity within the team aids in quickly responding to new challenges.

Prioritizing multiple campaigns involves assessing alignment with strategic business objectives, potential impact, and resource availability. I use project management tools to maintain visibility across tasks and collaborate closely with team members to delegate effectively. Regular review meetings help ensure that priorities remain aligned with company goals.

Engaging the target audience requires understanding their pain points and interests. I use data analytics to segment the audience and create highly personalized content that resonates with each group. Multi-channel approaches, including social media, email, and targeted ad campaigns, are crucial in reaching and engaging diverse segments effectively.