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2018-08-Tech-companies-need-this-one-unexpected-role

Tech companies need this one unexpected role in their marketing department

Running the marketing department for a software or tech company is an exceedingly complex job.

The scope of work is vast, the technology and tactics field is broad and the expectations are high.

In a perfect world, all marketing tactics would easily generate a slew of fantastic leads.

Then, in that perfect world, your marketing automation tool would use it’s sixth sense to know whether or not the leads are qualified, hot and ready for the sales reps to follow up. Then, your marketing automation tool would magically ZAP those great leads to your sales reps and BOOM—lots of new deals are rolling in.

OK, let’s snap back to reality.

Sometimes you don’t have as many leads as you’d like. Sometimes the leads that come in aren’t great.

And when those leads aren’t great, you’ll hear it from the sales team.

In fact, only 8% of salespeople said leads they received from marketing were very high quality. (HubSpot, 2017) (Source: https://www.hubspot.com/marketing-statistics).

And if you send too many not-so-hot leads over to sales, you could impact the future follow-up that sales takes on those leads… because let’s be honest, you can’t blame sales for not being as enthusiastic about marketing leads if they’ve been burnt by crummy leads in the past.

Despite this, marketers remain responsible for not only generating leads, but ensuring those leads are quality and ready for the sales team.

This takes a core topic marketers are familiar with—inbound marketing—and extends it one step further into the sales enablement realm.

So how do the top marketers do it?

How do they not only vett leads, but also use that info to optimize the lead gen “machine” going forward?

While this digital marketer would like to say that marketing technology can swoop in and save the day, that isn’t always the case.

Instead, the top marketing departments are employing a new role that can not only contribute to the NUMBER of net new leads, but also help close more deals, faster than ever before.

What’s tricky is that this role can take on a few different titles… kind of like how a sales rep can be called “Sales” or “New Business Development” or “Demand Gen Rep”.

This must-have role in 2018 could be called “Inbound Marketing Coordinator” or “Marketing Automation Specialist” or “Marketing and Sales Liaison.”

What’s common across the board is that this person is a go-between sales and marketing. Here’s the most important overarching responsibilities:

  1. Bridge the gap between sales and marketing
  2. Use data, marketing technology, and sometimes manual tactics to qualify leads
  3. Use marketing analytics to make data-backed recommendations to optimize campaigns

There is more noise than ever before. So not surprisingly, 38% of salespeople say getting a response from prospects is getting harder. (HubSpot, 2017) (Source: https://www.hubspot.com/marketing-statistics).

Here’s a few scenarios where you may especially want to consider adding this role to your marketing team:

  1. If you’re in the process of implementing marketing automation
  2. If you’re ramping up your inbound lead efforts
  3. If you’re working on increasing your lead to conversion rate

You can’t afford to lose an opportunity or waste your sales teams’ time, especially when it's as simple as having a lead data all-star on your team.

BONUS: Here’s a job posting to get you started!

Marketing Automation Specialist

The Marketing Automation Specialist is a liaison between sales and marketing. This individual will identify and develop new qualified business prospects using marketing automation and lead generation tools. Ultimately, the Marketing Automation Specialist is charged with the execution, monitoring, and improvement of our automated marketing platform to drive accelerated lead growth. The Marketing Automation Specialist will report directly to the Director of Marketing and work closely with Sales and the Digital Marketing Manager to drive program performance and ensure a closed loop throughout the campaign lifecycle.

Responsibilities:

  • Coordinates with the Digital Marketing Manager to create and execute targeted digital lead generation campaigns tailored to specific prospect audiences
  • Creates and optimizes lead nurturing email sequences using Hubspot
  • Use marketing analytics to make data-backed recommendations to optimize campaigns
  • Partners with the marketing team to provide content and copy, including but not limited to: the website, PPC Ads, Landing Pages, Digital Advertisements, etc.
  • Executes lead generation follow up activities by interacting daily with potential customers via outbound phone calls, emails and delivery of electronic and “snail mail” collateral materials.
  • Determine the readiness of prospects for sales activity using Lead Scoring criteria prior to handoff to sales
  • Manages the performance of marketing campaigns and initiatives by measuring ROI, inclusive of but not limited to quantity and quality of leads produced, sales conversion rates, and cost per leads
  • Drive efforts around the collection and enhancement of data relative to our clients, prospects and key markets.
  • Work with sales on documenting lead activity, account history, opportunity details, and requirements in the CRM database
  • Assist in the improvement of marketing automation efficiency and effectiveness
  • Assist in the coordination, supervision and completion of special projects as appropriate

Desired Background and Requirements:

  • Familiarity with marketing automation platforms (e.g., HubSpot)
  • Familiarity with CRM platforms (e.g., HubSpot, Salesforce)
  • Experience analyzing and interpreting campaign performance and ROI
  • Excellent communication and follow-up skills; ability to multi-task
  • A minimum of three (3) years working in a similar/related role
  • Bachelor’s degree in a field of business, communication or related fields
  • Ability to utilize strong written and verbal communication skills, with the ability to interface with people at all levels within the organization and outside the organization

Is a new role not in the budget?

If a new role is not in the budget right away, you can still dive into a strategic sales enablement approach. Check out the sales enablement guide below to get started!

 

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Topics: Sales Enablement, Inbound Marketing

Kaity Huff

Written by Kaity Huff

As Kiwi's Digital Marketing Director, Kaity's background in B2B software brings an important perspective to tech companies with complex product offerings. In her spare time (which she has very little of due to her toddler), you’ll find Kaity sewing or sailing.

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