Business Development Mgr. - Demand Generation

About the Role

Key Responsibilities

• Develop and manage B2B best practices of total demand/lead management.
• Develop and execute multi-channel demand generation campaigns (email, digital ads, paid search, webinars, social media, events) targeting industrial buyers and distributor partners.
• Align demand generation initiatives with buyer personas and sales funnel stages to ensure qualified lead flow.
• Partner with the channel marketing team to support distributor-led campaigns, co-branded promotions, and MDF (Market Development Fund) programs.
• Create scalable toolkits and campaign assets for distribution partners.
• Build and optimize lead scoring, nurturing workflows, and handoff processes to sales and channel teams.
• Monitor lead quality and work closely with sales to improve conversion rates and feedback loops.
• Track and report on campaign performance metrics including MQLs, SQLs, pipeline influence, lead velocity, and ROI.
• Utilize CRM and marketing automation tools (e.g., Salesforce, Demandbase, Eloqua) to segment audiences and refine targeting.
• Partner with content creators and product marketing to produce engaging assets such as whitepapers, case studies, landing pages, and email copy that support campaign objectives.
• Analyze customer and market data to refine segmentation and positioning of demand programs.
• Stay current with industry trends, competitive landscape, and best practices in B2B manufacturing and channel marketing.
• Lead other demand generation duties including large quote activities and efforts to timely completion.
• Prepare presentations, reports, and analysis for internal and/or external use.
• Establish budgets and schedules for campaigns to optimize PPC, SEM, and other media campaigns.
• Provide guidance on new advertising programs, catalog production, trade show participation, product launches, and other promotional activities.
• Regularly interface and collaborate with distribution and field sales.
• Travel up to 25% or as required.

Requirements

• BS in Business, Engineering, Marketing, Communications, Content Strategy or related discipline. Advanced degree or certification preferred.
• 6-10 years of experience including development, deployment, and analysis of marketing campaigns.
• Preferred marketing roles in B2B industries.
• Knowledge of campaign platforms and channels including marketing automation, social and paid media.
• Experience managing PPC, SEO, SEM, and retargeting campaigns.
• Experience with marketing automation, CRM, and campaign tools, preferably Salesforce, Demandbase, Eloqua.
• Demonstrated experience in successfully implementing large-scale cross-channel campaigns within deadlines, budgets, and quality measures.
• Excellent written, verbal, and presentation skills with ability to articulate approach and establish position for content direction.
• Ability to manage multiple projects with excellent time management skills.

Nice to Have

• Advanced degree or certification in related disciplines.

Qualifications

• BS in Business, Engineering, Marketing, Communications, Content Strategy or related discipline.