Forrester Marketing Program Manager, Demand Generation in Cambridge, Massachusetts
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About This Role:
The customer-obsessed Demand Programs Manager is at the center of building systematic demand for key audience segments globally. This role entails leading the goal-oriented strategy for your demand programs; orchestrating planning, execution, and ongoing data-driven optimization to meet a marketing contribution and revenue target; and working with a team of functional stakeholders across marketing and sales.
Partner with portfolio marketing to understand target audience needs, their buyer behavior and how Forrester supports their needs
Develop the integrated program strategy to meet an assigned revenue target, defining the engagement vision and the channels to activate. Dig into the plan specifics with the demand ecosystem to deliver planning, execution, analysis, and ongoing optimization to increase brand awareness and meet or exceed marketing contribution objectives.
Work closely with our content marketing team to develop robust asset maps, including global usage considerations, to engage our target personas across the buyer’s journey.
Engage and orchestrate across the demand engine ecosystem (social media, paid media, SEO, paid search, events, field marketing, email nurture, direct response writer, sales, demand operations, marketing operations, and Eloqua third-party support) to develop an integrated engagement strategy designed to achieve the program goals.
Collaborate with marketing operations and field marketing to ensure a cohesive creation, execution, and testing/optimization strategy exists to increase engagement.
Collaborate with the NA digital team to ensure final tactic selection is appropriate for program design.
Plan the best mix of integrated inbound and outbound tactics, including offline and digital.
Work closely with NA field marketing to identify live engagement opportunities such as webinars, in-person events, and LinkedIn Live events.
Engage proactively with NA sales teams to coordinate, communicate, and optimize the impact of acceleration demand marketing programs.
Identify and create a testing approach for demand marketing program pilots.
Manage ongoing execution plan across all stakeholders using project management tool and recurring planning meetings.
Optimize programs and future requirements by digging into the execution and lead flow measurement data and providing insight into what is and isn’t working.
Research new and creative demand capabilities to consider within our demand strategy and execution. Access some of the best marketing analysts in the business and all Forrester research papers and tools.
Evolve current templates and processes as we continue improving our demand engine.
A bachelor’s degree.
Four to five years’ experience in progressive B2B demand marketing (including internships or co-ops).
An understanding of SiriusDecisions models and methodologies as they apply to the demand engine preferred.
Background in program development or management outside of NA are a bonus.
Experience with project management tools a plus
Experience with marketing automation platforms and/or Salesforce and presence on social platforms (e.g., LinkedIn and Twitter) are a plus.
Ease with conducting data analysis through business intelligence tools.
Excellent project management skills; the ability to effectively multitask, prioritize, be detail-oriented, and meet deadlines.
Strong collaboration skills in a cross-functional environment.
Exceptional written and verbal communication skills.
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Forrester Research, Inc. is an Equal Opportunity/Affirmative Action Employer that is committed to equal employment opportunity for all qualified individuals without regard to race, color, religion, national origin, ancestry, sex, age, disability, sexual orientation, gender identity and expression, marital status, genetic information, military service, veteran status, or any other status protected by applicable law. Minorities, Women, Individuals with Disabilities, and Veterans are especially encouraged to apply.
Posting Title: Marketing Program Manager, Demand Generation
External Company URL: www.forrester.com
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