Director, Demand Generation

📋 Description

• • Lead the strategic development and execution of comprehensive demand generation programs designed to fuel significant pipeline and revenue growth for Second Nature.
• • Own the end-to-end demand strategy, encompassing both new customer acquisition and expansion within the existing customer base, with a clear accountability for measurable pipeline impact and bookings within our sales-led model.
• • Translate high-level company growth targets into actionable, data-driven demand plans and scalable programs that consistently generate predictable pipeline across our Small and Medium Business (SMB) and Mid-Market customer segments.
• • Collaborate closely with key stakeholders across Sales, Revenue Operations (RevOps), Product Marketing, Brand, Content, and Customer Success teams to ensure seamless alignment on account coverage strategies, core messaging, and overall investment strategy.
• • Drive the oversight and optimization of diverse demand generation channels, including Account-Based Marketing (ABM), integrated multi-channel campaigns, paid media (search, social, display), co-marketing initiatives, affiliate partnerships, referral programs, and customer marketing efforts.
• • Develop and implement sophisticated multi-channel campaigns that not only generate qualified sales opportunities but also accelerate the sales cycle for existing opportunities and drive significant expansion revenue from current customers.
• • Partner effectively with Sales and RevOps teams to ensure demand generation programs are tightly aligned with our Total Addressable Market (TAM) coverage goals, Service Level Agreements (SLAs), and accurate sales forecast targets.
• • Take ownership of lifecycle marketing and nurture programs aimed at increasing conversion rates at each stage of the sales funnel, from initial engagement to qualified opportunity.
• • Design and execute highly targeted campaigns specifically crafted to move target accounts through the buyer's journey, from initial awareness to a solidified sales opportunity, thereby supporting and accelerating faster deal cycles.
• • Continuously optimize follow-up sequences, trigger events, and messaging frameworks to enhance conversion rates and improve the overall accuracy of sales forecasts.
• • Spearhead the development of strategic campaigns focused on driving upsell and expansion revenue from the existing customer base, ensuring the right products are offered at the opportune moments.
• • Work hand-in-hand with Customer Success and Sales teams to proactively identify and efficiently convert expansion opportunities, maximizing customer lifetime value.
• • Activate and scale customer advocacy programs designed to generate valuable referrals, solicit positive reviews and testimonials, and produce compelling case studies that can be leveraged in future marketing and sales efforts.
• • Coordinate closely with Sales Development Representatives (SDRs) and the broader Sales team to provide essential marketing 'air cover,' thereby increasing engagement and resonance within target accounts.
• • Execute personalized, multi-touch marketing campaigns at scale, meticulously designed to accelerate deal progression and demonstrably improve close rates.
• • Establish and maintain repeatable, scalable frameworks for both new logo pipeline generation and customer expansion initiatives, ensuring consistency and efficiency.
• • Implement and leverage AI workflows and intelligent agents to streamline mundane, repetitive tasks, thereby accelerating overall team impact and freeing up resources for strategic initiatives.
• • Maintain clear ownership of funnel definitions, attribution models, and performance reporting, working collaboratively with Sales and RevOps to ensure data integrity and actionable insights.
• • Diligently monitor program performance, conduct rigorous optimization of ongoing campaigns, and make disciplined, data-informed investment decisions to maximize ROI.
• • Foster a culture of continuous improvement and data-driven decision-making within the demand generation function.
• • Stay abreast of the latest trends and technologies in demand generation, marketing automation, and B2B SaaS growth strategies.
• • Contribute to the overall marketing strategy and collaborate with other marketing functions to ensure a cohesive and impactful brand presence.
• • Manage and mentor a high-performing demand generation team, fostering their professional development and ensuring alignment with company objectives.