Senior Demand Generation Specialist

Marketing Center Of Excellence (COE) Online Demand Generation Senior Specialist

The Marketing Center Of Excellence (COE) Online Demand Generation Senior Specialist supports CBIZ's National Marketing team by developing and executing integrated, data-driven campaigns that build awareness, engage target audiences, and generate revenue opportunities. Reporting to the Director of Online Demand Generation, this role partners with Content, Creative, Digital, National Marketing, and COE Project Management to plan and execute campaign strategy in Asana, optimize buyer engagement, and measure performance across the customer journey.

Essential Functions and Primary Duties

Top of Funnel Marketing (25%)

• Build, execute and leverage web forms, landing pages, email, and other strategies focused on capturing net-new leads to nurture through to sales-ready state

Inbound Lead Generation

• Build, execute and leverage web forms, landing pages, email, and other strategies focused on capturing net-new leads to nurture through to sales-ready state

Outbound Lead Generation

• Ideate, build, coordinate, leverage and execute multi-touch account-based marketing, email, paid advertising, and social selling campaigns focused on engaging existing leads to convert them to opportunities for Sales Team.

Account-Based Marketing

• Creation of hyper-targeted, account-based marketing campaigns designed to drive revenue, recognition, and relationship within identified priority accounts.

Middle of Funnel Marketing (25%)

Sales & Marketing Operations

• Serve as connector between sales and marketing teams ensuring leads are handed off to Sales Team, adjusting marketing programs based on sales feedback loop, creating sales-enabling reports and dashboards, and maintaining consistent internal communication with sales leadership and associates.

Sales Enablement

• Develop communication templates, to be used by Sales Team, in mediums like ABM, email, phone and social media that increase new lead to open opportunity close ratio.

Bottom of Funnel Marketing (25%)

Sales-Ready Lead Generation

• Identify and monitor triggers that indicate when nurture-state leads are ready for sales hand off.
• Build, execute, and monitor campaigns designed to drive sales-ready leads directly to Sales Team.
• Identify opportunities for recapturing new business in the customer journey and leverage existing data signals to build and execute campaigns targeted at converting known contacts in the funnel.

Strategy & Reporting (25%)

Strategic Planning

• Meet regularly with National Marketing stakeholders to provide strategic, data-based recommendations on revenue-generating opportunities.
• Assist in creating campaign plans that align to audiences, personas, channels, and reporting needs.

Campaign Planning

• Create dashboards, monitor channels and referral sources, and provide data-driven insights into campaign successes.
• Work with leadership to identify and report on key performance indicators for each campaign.
• Monitor data within MarTech stack to ensure reporting accuracy and to provide new campaign opportunities and insights.

Customer Journey

• Build, own, and continuously monitor key customer journeys, based on lead source.
• Identify ongoing areas of improvement within each customer journey, from awareness to conversion to advocacy.

Preferred Qualifications

• Experience working in regulated industries
• Ability to be intellectually creative, strong in process execution, data-driven, and in-tune with sales and marketing alignment.
• Ability to work in a matrixed, remote-friendly environment.
• Demonstrated experience with CRMs and marketing automation systems is necessary to succeed. This role will predominantly use Salesforce, Pardot, Demandbase, and Asana to drive marketing programs.

Minimum Qualifications

• 3 years of experience as a subject matter expert
• Must maintain current required licenses and certifications relevant to field of expertise
• Demonstrated ability to communicate verbally and in writing throughout all levels of organization, both internally and externally
• Effective customer service skills
• Proficient use of applicable technology
• Ability to work in team environment as well as independently
• Ability to analyze and prioritize multiple responsibilities

CBIZ, Inc. (NYSE: CBZ) is a leading professional services advisor to middle-market businesses nationwide. With industry knowledge and expertise in accounting, tax, advisory, benefits, insurance, and technology, CBIZ delivers actionable insights to help clients anticipate what is next and discover new ways to accelerate growth. CBIZ has more than 9,500 team members across 23 major markets coast to coast.

CBIZ strives to be our team members' employer of choice by creating an environment where team members are appreciated, recognized for their contributions, and provided with opportunities to grow, both personally and professionally, throughout their careers.

Together, CBIZ and CBIZ CPAs are ranked as one of the top providers of accounting services in the United States. CBIZ CPAs is an independent CPA firm that provides audit, review and attest services, while CBIZ provides business consulting, tax and financial services. In certain jurisdictions, CBIZ CPAs operates under its previous name, Mayer Hoffman McCann P.C.