Demand Generation Manager

About G2 - Our People 

G2 was founded to create a place where people will love to work. We strive to create meaning in work and provide more than just a job: a true calling. At the heart of our community and culture are our people. Our global G2 team comes from a wide range of backgrounds and experiences, and that’s what makes our G2 community  strong and vibrant. We want everyone to bring their authentic selves to work, and we do this through our company and team events, our G2 Gives charitable initiatives, and our Employee Resource Groups (ERGs). 

Our employee-led, leadership-supported ERGs celebrate the diversity of our team, foster inclusivity and belonging, and create a space to connect to each other. Through connections and understanding, we build a stronger and more dynamic global team and help every person reach their personal peak.

We support our employees by offering generous benefits, such as flexible work, ample parental leave, and unlimited PTO. Click here to learn more about our benefits. 

About G2 - The Company

When you join G2, you join the global team behind the largest and most trusted software marketplace. Every month, 5.5 million people come to G2 to inform smarter software decisions based on honest peer reviews. Authenticity is our focus, and every day we help thousands of companies, and hundreds of employees, propel their potential. Ready for meaningful work that starts and ends with compassion and heart? You’ve come to the right place.

G2 is going through exciting growth! We’ve recently secured our Series D funding of $157 million, which will further allow us to grow and develop our product and people. Read about it here!

About The Role

The Demand Generation Manager owns G2’s global digital channel activation, execution, performance reporting, analysis and optimization. The channel mix and core functions include, but are not limited to: 

• Search engine marketing (SEM)

• LinkedIn, Meta, Reddit, and similar platforms

• Account-based marketing and advertising (6Sense)

• Email signature tools (Sigstr, Open Sense)

• Web conversion rate optimization (CRO)

• A/B testing 

• Landing page design and creation

• Audience segmentation and strategy

In This Role, You Will: 

Digital channel management (70%):

• Align with field marketing and broader demand gen teams to develop multi-channel digital strategies that meet marketing qualified opportunity and pipeline goals for each quarter and year across all segments and markets.

• Search engine marketing (SEM): Day-to-day contact for agency collaboration and management, campaign tracking, testing approval, performance reporting, landing page development, lead routing, budget management and liaising with G2’s creative team for assets and messaging as needed, and more.

• Social Advertising and Account Based Marketing: Campaign setup, audience creation, ad development, tracking, testing, analysis, optimization, forecasting and budget planning, lead routing, creative asset management, performance reporting and more.

• Dashboards, tracking and analysis: Collaborate with the marketing operations team on dashboard creation, performance reporting, goal attainment, lead routing, monthly and yearly business review metrics, and more, to bring transparency to G2’s digital marketing strategy.

Digital optimization (20%):

• Conversion rate optimization (CRO): You will continually find new ways to increase conversion rates on G2 campaigns and web pages which includes testing creative options, ad and page formats, calls to action (CTAs), messaging, subject lines and more.

• Landing page creation and execution: Whether on HubSpot or external solutions, you will collaborate with the brand/creative team, agencies, and the demand generation team on landing page development and usage across all channels as needed (SEM, LinkedIn, display, webinars, events and more), including CRO.

• Audience development and segmentation: For all channels, segments, markets and campaigns, you will collaborate with stakeholders to build target and retargeting audiences as needed. 

Digital development and collaboration (10%):

• As the revenue marketing team’s digital subject matter expert, you will be asked to join brainstorming sessions, business reviews and kickoff meetings and will present your recommendations for how to meet and exceed business objectives.

  • As part of these initiatives, you may own key parts of global, segment, and regional campaigns including messaging development, creative recommendations, retargeting strategies and more.

• While most of your time will be spent on G2 Marketing Solutions, you may also be asked to support or consult on other G2 businesses including Data Solutions, Market Intelligence, Labs, and more.

• You will also be responsible for considering emerging marketing technologies or tools that G2 should evaluate, as well as developing business cases for how these new channels can benefit our business.

Minimum Qualifications:

We realize applying for jobs can feel daunting at times. Even if you don’t check all the boxes in the job description, we encourage you to apply anyway. 

• 3-5 years experience in digital marketing, preferably with a specialization in paid acquisition channels or B2B demand generation

• A data-driven approach to performance tracking, A/B testing, reporting and campaign optimization

• Strong written and verbal communication skills

• Ability to work US-based hours, either eastern, central, mountain or pacific time. 

What Can Help Your Application Stand Out:

• Proven campaign experience with success leveraging creative assets, messaging, audiences and offers to drive leads and exceed business objectives

• Strong platform proficiency across Marketo, Salesforce, LinkedIn Campaign Manager, HubSpot, Google Ads, Google Analytics, Looker, G-Suite (docs, sheets, slides), Meta for Business, Bizible, and others

Our Commitment to Inclusivity and Diversity

At G2, we are committed to creating an inclusive and diverse environment where people of every background can thrive and feel welcome. We consider applicants without regard to race, color, creed, religion, national origin, genetic information, gender identity or expression, sexual orientation, pregnancy, age, or marital, veteran, or physical or mental disability status. Learn more about our commitments here. 

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