Demand Generation Manager
Vidispine · Ontario · CA$80,000–CA$95,000 (stated in the posting)
Demand Generation Manager
Job Description
Motive is looking for a hands-on Demand Generation Manager to build and execute integrated marketing programs that increase market engagement, generate qualified leads and contribute to pipeline across our portfolio.
Reporting to the Director, Global Marketing, this role will turn go-to-market priorities into coordinated campaigns across digital, content, email, events, webinars, account-based marketing and sales activation.
The successful candidate will be both strategic and hands-on. They will be comfortable building campaigns directly in HubSpot, developing campaign briefs and content, working with agencies and internal teams and using data to continuously improve performance.
This is a portfolio-wide role requiring close collaboration with Sales, Product, Customer Success and external partners.
Demand Generation and Campaigns
- Develop and execute integrated demand generation campaigns across inbound, outbound and account-based channels.
- Translate go-to-market priorities into clear campaign audiences, offers, messaging, content and calls to action.
- Build and manage campaigns in HubSpot, including email, landing pages, forms, nurture programs and lead capture.
- Work closely with Sales to develop programs that support priority accounts, markets and opportunities.
- Create nurture and follow-up programs that move prospects from initial engagement toward qualified sales conversations.
- Test and optimize messaging, offers, channels and campaign journeys to improve performance.
Website and Digital Conversion
- Help improve Motive.com as a demand generation channel by identifying opportunities to increase engagement and conversion.
- Create and optimize campaign landing pages, forms and calls to action.
- Work with internal teams and agencies to improve product and solution journeys across the website.
- Use web and campaign performance data to identify conversion gaps and recommend improvements.
Content and Customer Proof
- Develop and adapt content to support each stage of the buyer journey.
- Work with Sales, Product and Customer Success to identify customer stories, proof points and measurable outcomes.
- Develop case studies, testimonials, customer quotes and other evidence that can be used across campaigns, the website, events and sales programs.
- Brief and manage external content and creative partners where required.
Events and Webinars
- Develop pre-event, during-event and post-event campaigns designed to increase engagement and generate qualified opportunities.
- Support webinars and virtual events from campaign planning and promotion through follow-up and conversion.
- Work with Sales to identify priority accounts and contacts around key industry events.
- Measure event and webinar performance based on engagement, leads, opportunities and pipeline contribution,
Measurement and Optimization
- Own campaign performance reporting and maintain a clear demand generation scorecard.
- Track metrics including engagement, qualified leads, conversion, opportunities and pipeline contribution.
- Use data to identify what is working, what needs improvement and where marketing investment should be adjusted.
- Work with Sales and Marketing Operations to improve lead qualification, routing and follow-up.
- Manage demand generation budgets and agency spend against agreed priorities.
Skills and Experience
- 5+ years of B2B demand generation or integrated marketing experience, preferably within SaaS, enterprise software, telecom or another complex technology market.
- Demonstrated experience building and executing multi-channel demand generation campaigns.
- Strong working knowledge of HubSpot or a comparable marketing automation platform.
- Experience with account-based marketing and targeted enterprise campaigns.
- Strong understanding of digital marketing, email, landing pages, nurture programs and website conversion.
- Experience developing or briefing content across multiple stages of the buyer journey.
- Experience supporting B2B events, webinars or field marketing programs.
- Comfortable working with CRM, campaign analytics and reporting tools.
- Strong written communication skills and the ability to simplify technical subject matter.
- Experience managing agencies or external marketing partners.
- Comfortable working with Sales, Product and technical subject matter experts.
Preferred Experience
- Experience marketing software or technology to communications service providers, broadband operators or mobile operators.
- Experience with HubSpot CMS.
- Experience with Power BI, Domo or comparable reporting tools.
- Experience developing customer case studies and advocacy programs.
- Experience working across long, complex enterprise sales cycles.
What Success Looks Like
- Increased qualified engagement and lead generation across priority campaigns.
- Stronger conversion from marketing response to sales opportunity.
- Improved website and campaign conversion performance.
- More consistent use of customer proof throughout Motive's marketing.
- More effective event and webinar follow-up.
- Clear visibility into which programs are contributing to pipeline.
Key Competencies:
- Exceptional written and verbal communication skills, with a keen sense of how to tell stories that resonate with each buyer persona.
- Creative with a keen eye for design
- Confident yet humble, curious learner who is always open to new ideas
- Team player – ready to work across functions with people at all levels of the organization.
- 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 exceptional attention to detail.
- Travel may be required as the role develops
Remote: Ontario, Canada
Compensation 80-95K
MOTIVE gives equal opportunity in employment regardless of gender, gender identity, sexual orientation, marital status, race, nationality, religion, age, disability, political beliefs, or any other factor.
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