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Director, Demand Generation and Sales Enablement
NorthStar Financial Services
Dallas, TX, United States
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Description
The Director, Demand Generation & Sales Enablement will be tasked with lead generation and marketing funnel optimization for Orion Advisor Services, LLC. This position will be responsible for attracting site traffic, converting that traffic into new leads for business, and nurturing to close those leads into customers.
We want you to understand the right nurture tracks to provide incremental value and nudge our leads towards sale in a way that feels human and still converts. We also need you to understand the right types of content to send to the right people at the right time.
You will manage all testing, analysis, and improvement of our various conversion points in the marketing funnel. This person is responsible for increasing the rate at which site traffic convert to leads and leads to customers.
You will work to create scalable processes that ensure best practices in lead generation and database management.
You will ensure that our marketing department makes smart decisions based on data, not assumptions. You will be responsible for gathering and analyzing data, making recommendations, and ensuring appropriate adjustments are made to improve our marketing. You will also conduct data analysis that will be used to inform strategic decisions by stakeholders from across the company.
What does this role do?
Marketing Automation/Campaign Management
• Grow new leads, including marketing-qualified leads, by converting site traffic through calls-to-action, landing pages, and lead generation content.
• Optimize our marketing automation and lead nurturing processes through email, content, and social channels.
• Manage various email campaigns, including the template designs, calls-to-action, and content.
• Segment prospect lists based on behaviors like past email engagement and website interactions (content downloads, site page visits, etc.).
• Measure results and optimize the lead nurturing workflows for these segments to convert leads into customers.
Sales Enablement
• Coordinate with sales and marketing leadership to define sales support initiatives.
• Act as a liaison between Sales and Marketing.
• Create content in support of sales efforts such as case studies, fact sheets, product collateral, client surveys, presentation decks, etc.
• Provide sales team with guidance on best use of marketing and sales enablement materials.
• Field ad hoc content and support requests from sales team.
• Manage the sales enablement content repository and ensure that all information is easily and readily accessible at point of need.
• Gather feedback from sales team on a regular basis to constantly improve support programs.
Reporting and Analytics
• Establish closed-loop analytics with sales to understand how our inbound marketing activity turns into customers, and continually refine our process to convert customers.
• Create and maintain reporting on marketing activities, effectiveness, and business impact.
• Analyze marketing data to develop insights and make recommendations on areas for optimization.
Technology
• Manage technical aspects of key marketing systems (marketing automation, CRM) used to generate, distribute, and report on leads.
• Evaluate new technologies and add-on applications to improve and optimize marketing team performance.
What skills are needed?
KNOWLEDGE/SKILLS/ABILITIES:
• Creative and strategic thinker
• Exceptional written and verbal communication skills.
• Ability to thrive in a fast-paced, unpredictable environment.
• Adept at project management and cross-functional collaboration.
• Proficiency in marketing automation systems and integrating those systems with other technologies.
• Past experience with email marketing, lead nurturing, marketing automation, and web analytics.
• Proficiency in email marketing and marketing automation technology (Hubspot and/or Pardot).
• Able to derive meaning from data through A/B testing and email optimization.
• Strong analytical skills and experience with reporting and data analysis.
• Experience meeting lead goals that align to firm revenue targets.
What education and experience is needed?
EDUCATION:*
• Minimum of a Bachelor's degree; English, business, and digital marketing majors preferred.
• 7 -10 years of marketing, financial services or technology experience, preferably two of the three
We will even train you on information found in the Series 65 and give you study materials to pass the Orion Series 65 Certification within 90 days of employment!
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