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Analyst, Demand Generation
Forbes
Jersey City, NJ, United States
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Description
Forbes Media is hiring an Analyst, Demand Generation to join our Brand Marketing team. This is an exciting opportunity for a data driven, audience development and acquisition wizard to join our growing, dynamic team, driving demand for the world’s #1 business news brand. You will strategically support the achievement of marketing and overall business goals, especially in driving qualified sales opportunities.
Forbes is entering a new phase of marketing automation, which will drive lead generation across Forbes business groups. You will own the database management and segmentation responsibility for the B2B side of Forbes Media, helping to lead score, segment and define criteria for targets for marketing programs, with particular focus on Marketo as the distribution method. You will grow and optimize our lead acquisition funnel, nurture top accounts and leverage loyalty.
Responsibilities
Database Management & Segmentation
• Responsibility for successful maintenance & development of Marketo & SFDC integration with a specific focus on B2B
• Data append, entry, cleanse, capture & upload
• Collaborate with marketing & sales to understand when a lead is sales ‘ready’ based on scoring demographic & behavioral factors
• Collaborate with marketing & sales on campaign targeting and segmentation requirements, by industry, region, product, role, etc and other more complex criteria as needed
• Ensure that the Marketo & SFDC sync is streamlined & operational at all times and work with Tech as required
• Continually optimize and routinely audit SFDC and Marketo databases – implement new efficiencies
• Help to manage administration functions of the platform, such as tags & channel data, lead partitions, workspaces, roles & user permissions
• Collaboration with teams and responsibility for maintaining a single, multi-departmental database of record in Marketo
Audience Development
• Grow & optimize Forbes lead acquisition funnel
• Identify persona gaps in existing and migrated databases, based on alignment with marketing plan and coordination with stakeholders
• Regularly track and measure number of new contacts and engagement across existing and new accounts and make recommendations & take actions for growth
• Work across business groups to define opportunities for audience growth & data acquisition, working with vendors, social channels and potential list purchases
• Reporting to key stakeholders
• Extract and analyze meaningful data to drive future actions and feedback to sales
• Apply analytic skills to help identify new ways to build and nurture the sales pipeline, evaluate nurture performance and ROI
• Develop data quality and enrichment programs within Marketo and other email marketing tools (I.e. Boomtrain)
• Ensure compliance with regulation related to privacy and email communications
• Initiate and help drive user experience/journey across all interactions
Desired Skills and Experience
Your Skills & Experience
• 1+ years in database management, managing SDFC and Marketing automation in a B2B environment (Marketo ideal, or similar tools like Exact Target or Eloqua) and CRMs (Salesforce.com)
• Salesforce CRM experience necessary
• Experience with – and a passion for! – database management & audience development
• Entrepreneurial "test & learn" mindset with a natural curiosity to iterate and get the best results possible.
• Strong technical, analytical and problem-solving skills, and ability to use data from multiple sources to gain insights and help drive decisions
• A track record of working with marketing and sales teams to manage data for the development and execution of outbound campaigns
• High attention to detail
Forbes Media is a global media, branding and technology company, with a focus on news and information about business, investing, technology, entrepreneurship, leadership and affluent lifestyles. The company publishes Forbes and Forbes Asia magazines, as well as Forbes.com. The Forbes brand today reaches more than 117 million people worldwide with its business message each month through its magazines and 40 licensed local editions covering more than 70 countries, Forbes.com, TV, conferences, research, social and mobile platforms. Forbes Media’s brand extensions include conferences, real estate, education, financial services and technology license agreements.
Forbes is an equal opportunity employer.