Head of Marketing and Demand Generation

5 days ago

Ottawa, Ontario, Canada Incognito Software Systems Full time
About the Role

We are seeking a highly skilled and experienced Head of Marketing and Demand Generation to join our team at Incognito Software Systems. As a key member of our leadership team, you will be responsible for developing and executing comprehensive field marketing strategies that drive demand generation, lead acquisition, and revenue growth.

Key Responsibilities
  • Strategy Leadership:
    • Develop and execute integrated marketing campaigns across various channels to drive demand generation, lead acquisition, and pipeline acceleration.
    • Define campaign objectives, messaging, content, tactics, and success metrics.
    • Create programs to capture new leads and define buyer personas and map out their journeys.
  • Campaign Planning and Execution:
    • Develop and execute integrated marketing campaigns across various channels to drive demand generation, lead acquisition, and pipeline acceleration.
    • Define campaign objectives, messaging, content, tactics, and success metrics.
    • Create programs to capture new leads and define buyer personas and map out their journeys.
  • Sales Enablement:
    • Collaborate closely with the sales team, equipping them with necessary tools and resources for revenue growth.
    • Develop sales enablement materials, including presentations, collateral, case studies, and social media content.
    • Foster cohesion across departments for effective demand generation.
    • Align content with specific buyer journeys.
    • Craft use cases for each product during field marketing events to boost the MQL funnel.
    • Coordinate with internal and external stakeholders to create relevant content and qualify leads.
    • Cultivate relationships with partners, influencers, and other key players.
    • Provide training and support on marketing best practices and tools to business members.
  • Market Analysis and Insights:
    • Conduct market research, analyzing industry trends, competitive landscape, and customer insights.
    • Monitor and report on marketing program effectiveness.
    • Evaluate potential sponsorship or partnership opportunities at events and conferences.
    • Plan logistics for field marketing events.
    • Articulate the value of the company's offerings to potential customers.
    • Collect contact information for follow-up by the sales team.
    • Audit field marketing results to identify strengths and weaknesses, adjusting strategies accordingly.
    • Prepare reports for senior leadership.
    • Manage KPIs and the field marketing scorecard.
    • Refine approaches based on data metrics.
    • Leverage data and analytics to enhance demand generation performance.
    • Stay informed about industry trends and emerging technologies.
  • Event Management:
    • Plan, coordinate, and execute field marketing events, including tradeshows, conferences, seminars, workshops, and customer appreciation events.
    • Ensure events align with overall marketing strategy and deliver a positive brand experience.
    • Measure success using metrics like leads, conversions, and revenue.
    • Attend industry events and conferences to build relationships and promote the company.
    Requirements
    • Bachelor's degree in marketing, business administration, or a related field.
    • Significant experience in field marketing or related roles, with demonstrated success in driving demand generation and revenue growth in SaaS/software industries.
    • In-depth knowledge of B2B marketing principles, techniques, and best practices, including demand generation, lead generation, and sales enablement.
    • Strong strategic thinking and ability to translate business goals into effective field marketing strategies and plans.
    • Excellent leadership and team management skills, with a track record of building and developing high-performing teams and collaborating effectively with cross-functional teams and stakeholders at all levels of the organization.
    • Proven experience in planning and executing successful field marketing campaigns, events, and programs.
    • Analytical mindset with the ability to interpret data, generate insights, and make data-driven decisions.
    • Experience in managing budgets and allocating resources effectively.
    • Familiarity with marketing automation platforms, CRM systems, and analytics tools.
    • Exceptional written and verbal communication skills, with a keen sense of how to tell stories that resonate with each buyer persona.
    • Comfortable working with complex technical products.
    • Self-Starter – able to set their own daily work tasks and deliver results without daily supervision.
    • Proactive, quick learner – Takes the initiative to reach out to others and learn new things.
    • Energetic and creative, with an attention to detail.
    • Ability to travel globally ~25% of the year.

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