Demand Generation Marketing Lead

📋 Description

• • As the Demand Generation & Marketing Lead at Istari Digital, you will be instrumental in architecting and executing the top-of-funnel growth engine that fuels our company's expansion. Your primary mission will be to attract, engage, and convert high-quality prospects into qualified leads, driving significant revenue growth for Istari. This is a pivotal role where you will own the strategic direction and tactical execution of multi-channel demand creation initiatives, product and technical marketing efforts, content strategy development, and sophisticated targeted account-based marketing (ABM) campaigns.
• • You will be responsible for developing and implementing comprehensive demand generation strategies across our key market segments, including federal, commercial, and supplier sectors. This involves a deep understanding of the unique needs, challenges, and procurement processes within each of these diverse markets. Your efforts will directly contribute to building a robust and predictable pipeline of opportunities, ensuring Istari's innovative digital engineering software solutions reach the right audiences at the right time.
• • This is a highly cross-functional role, demanding close collaboration with our Sales, Government Relations, and Product Management teams. You will work in tight partnership to refine and amplify our core messaging, ensuring it resonates powerfully with our target audiences and effectively communicates the transformative value of Istari's platform. By aligning marketing efforts with sales objectives and product roadmaps, you will create a cohesive and impactful go-to-market strategy.
• • In this role, you will operate in a dynamic and strategic partnership with the Sales Operations & Strategy Manager. Together, you will form the essential backbone of Istari's growth engine. While the Sales Operations role focuses on internal efficiency, pipeline management, and conversion optimization, your role as Demand Generation & Marketing Lead will drive external activation, market pull, and brand awareness. This symbiotic relationship is crucial for refining Ideal Customer Profiles (ICPs), developing nuanced buyer personas, crafting compelling messaging frameworks, defining precise targeting strategies, analyzing funnel performance, measuring campaign effectiveness, and optimizing the overall go-to-market process.
• • Your responsibilities will encompass the full spectrum of demand generation activities. This includes designing and executing outbound campaigns that proactively reach potential customers, identifying and leveraging targeted events (both virtual and in-person) to generate interest, and implementing sophisticated account-based marketing practices to engage key strategic accounts. You will be expected to continuously innovate and experiment with new channels and tactics to maximize reach and impact.
• • A significant aspect of your role will involve product and technical marketing. You will translate complex technical capabilities into clear, compelling value propositions that address customer pain points and business objectives. This includes developing marketing collateral, case studies, white papers, webinars, and other content that educates the market and positions Istari as a thought leader in the digital engineering space.
• • Content strategy will be a core component of your remit. You will define the editorial calendar, oversee content creation, and ensure that all content is aligned with our brand voice, target audience needs, and demand generation goals. This includes developing a strategy for distributing content across various channels to maximize engagement and lead generation.
• • You will be responsible for defining, tracking, and reporting on key performance indicators (KPIs) related to demand generation, including lead volume, lead quality, conversion rates, pipeline value, and customer acquisition cost (CAC). Data-driven decision-making will be paramount, and you will use analytics to continuously optimize campaign performance and identify areas for improvement.
• • The ideal candidate will possess a deep understanding of the B2B software market, particularly within the engineering, defense, or aerospace sectors. Experience with marketing automation platforms, CRM systems, and ABM tools is essential. You should be adept at managing multiple projects simultaneously, working effectively in a fast-paced, remote-first environment, and demonstrating a proactive, results-oriented approach.
• • At Istari, we are building the world's first open and scalable industrial metaverse, enabling customers to transform the physical world into the digital. Your role in driving demand generation will be critical to realizing this vision by connecting our innovative solutions with the organizations that can benefit most from them. You will play a key part in shaping Istari's market presence and accelerating our growth trajectory.