What you'll be doing:
Reporting to the VP of Marketing, our first Director of Demand Generation will play a pivotal role in scaling Forma.ai and establishing Forma.ai as the best SPM solution on the market.
As the Director of Demand Generation for Forma.ai, your core responsibilities include spearheading marketing strategy as part of the leadership team, escalating our demand generation programs, and overseeing lead generation to meet acquisition targets. You'll manage the marketing funnel, analyze performance metrics, and optimize lead conversion in collaboration with Sales and RevOps. Your role encompasses executing integrated marketing campaigns, content strategy alignment, SEM/SEO/paid social, and exploring account-based marketing initiatives. Expect to innovate in digital and event marketing to fuel business growth.
As the Director of Demand Generation, you’ll contribute in the following areas:
- Be part of the marketing leadership team and support strategic decision-making for Forma.ai.
- Develop, lead, and scale the demand generation team and program alongside the growth of the business.
- Develop and execute integrated marketing campaigns and programs to create demand and drive large lead volumes to support new customer acquisition targets.
- Generate a robust marketing pipeline and effectively track, improve, and communicate marketing funnel KPIs. Own the funnel for various campaigns.
- Develop, analyze, and communicate key marketing metrics to ensure campaigns are effective and driving qualified pipeline.
- Develop a marketing and sales SLA and work with RevOps to optimize the lead handoff and conversion process. Collaborate with BDRs to help drive leads through the marketing funnel.
- Collaborate with content, product marketing, and sales functions to produce relevant content that meets the needs of both prospects and customers. Map content and marketing collateral to the buyer’s journey and create conversion paths on websites and landing pages.
- Drive SEM, SEO, keyword, and list/segmentation strategies. Develop display marketing campaigns, paid social, and other sponsored content plays as needed. Own the paid budget.
- Experiment with ABM to target top accounts with integrated marketing and BD campaigns.
- Collaborate with content, product marketing, and RevOps to execute conversion rate optimization initiatives and improve website performance.
- Build and optimize current nurture programs for various inbound marketing activities.
- Develop and implement marketing campaigns for conferences. Own one-to-many and one-to-few (high-touch) event marketing programs from strategy to execution.
What we're looking for:
- 7-10+ years of SaaS/B2B demand generation experience.
- Experience with marketing tooling (HubSpot, Salesforce, 6sense, ChiliPiper, etc.).
- Experience in hyper-growth SaaS/B2B environments.
- Experience building campaigns, analyzing key marketing metrics, and developing strategy for prospect and existing customer marketing programs.
- Organized, self-starter, with strong interpersonal skills to work effectively and build strong relationships with cross-functional business partners.
- Experience in authoring and building targeted marketing campaigns and presentations to support strategy.
- Strong project management skills with the ability to manage multiple projects and related communications simultaneously and within budget.
- Strong SEO, SEM, and paid social skills.
- Strong opinions about demand generation.
