Director, Demand Generation [M4 - M5]

The Director, Demand Generation at Sourcegraph is responsible for developing and executing a comprehensive global acquisition strategy. This includes driving marketing qualified leads, collaborating with Product Marketing for launching new products, and managing campaigns across various channels like SEM, social media, and events.

To be considered for the Director, Demand Generation role at Sourcegraph, candidates should have at least 5 years of experience in demand generation, a strong understanding of digital acquisition channels, and experience with ROI-driven marketing optimization techniques. Familiarity with marketing automation tools and strong analytical skills are also essential.

The Director, Demand Generation plays a crucial role in increasing brand awareness and generating new business pipeline at Sourcegraph. By creating high-performing campaigns and closely collaborating with sales and marketing teams, this role directly impacts growth and success in the ever-evolving tech landscape.

Success for the Director, Demand Generation at Sourcegraph would involve driving a significant growth rate—over 20% year-over-year, especially in inbound leads. Moreover, optimizing customer journeys and establishing effective strategies for lead generation would be key indicators of success.

The Director, Demand Generation at Sourcegraph will leverage a wide range of marketing tech stacks, including marketing automation tools like HubSpot and Salesforce, as well as business intelligence platforms such as Tableau and Looker to analyze data and drive effective campaign strategies.

To enhance lead generation, I would analyze past performance data, identify gaps in our current strategies, and focus on multi-channel marketing efforts that include targeted SEM, social media campaigns, and high-impact event marketing to attract our ideal customer personas.

I would measure the success of demand generation campaigns using specific key performance indicators, such as marketing qualified leads, conversion rates, and the overall impact on pipeline revenue. Regularly analyzing these metrics will help to assess the effectiveness and ROI of our campaigns.

In my previous role, I managed a diverse team of marketers, focusing on clear goal-setting, performance tracking, and regular feedback sessions to ensure alignment with company objectives. Encouraging collaboration and celebrating wins are key aspects of building a high-functioning team.

To collaborate effectively, I would establish regular alignment meetings, using shared goals and metrics to drive joint efforts. Co-developing go-to-market strategies for new product launches and sharing insights from customer interactions would strengthen our partnership.

In a fast-paced environment, I prioritize campaigns by assessing their potential impact on key business objectives, considering resource availability and timelines, and focusing on high-value initiatives that align with business goals and can deliver quick results.

I've implemented data-driven decisions using A/B testing for campaign optimization, leveraging analytics tools to uncover customer behavior insights and adjusting strategies accordingly to improve engagement and conversion rates.

I stay informed about market trends by regularly reviewing industry reports, attending conferences, and participating in webinars. This continuous learning allows me to quickly adapt strategies and experiment with new approaches based on evolving customer needs and behaviors.

I've utilized various creative content types, such as webinars, case studies, and interactive infographics to engage audiences effectively. By understanding their needs and pain points, I develop tailored content that resonates and drives meaningful interactions.

Demand generation is a critical component of the overall marketing strategy as it lays the groundwork for customer engagement, drives awareness, and ultimately fuels sales by generating qualified leads that feed the sales funnel, leading to conversions.

Certainly! In my last position, I spearheaded a cross-channel campaign that increased lead generation by over 50% through targeted advertisements and strategic content placement. This directly contributed to a measurable uptick in our sales pipeline and helped us exceed our quarterly revenue goals.