About Roots Automation
Roots Automation brings together machine intelligence and human ingenuity in the form of advanced, intelligent Digital Coworkers.
Think of a Digital Coworker as your ideal team member – digitized. Our Digital Coworkers are built with advanced AI and can think, read and intuit like humans. They are pre-trained to understand and interact with data, documents, systems, and processes commonly found in Insurance. Their knowledge base is perpetually expanding with learning federated across our Customers. Digital Coworkers are always on, ultra-secure, and deliver ROI from day one.
About the Role:
This role will plan, build and run inbound and outbound marketing programs to drive and accelerate pipeline growth. You will help us to define, execute, measure and refine a creative, compelling and effective marketing-revenue strategy for our rapidly expanding organization. You will own the delivery of top and middle of the funnel activity, MQL goals and revenue contribution attributed to marketing. Reporting to the VP of Marketing, you'll work alongside sales and marketing teams, delivering high-quality marketing campaigns with precision.
- Strategy - create and execute multi-channel demand generation strategies that are aligned to persona's / audiences and our sales objectives to support pipeline and revenue goals.
- Channel Management – Manage all inbound and outbound channels including (but not limited to) our corporate website, email marketing, organic and paid social, display, programmatic, search
- Campaign Management - help construct and bring to life marketing programs, and successfully create and roll-out of highly-targeted and broad demand generation programs that engage and advance interest across the prospect and customer lifecycle.
- Content & Messaging - be able to understand the minds of our buyers to create authentic conversations, content pieces and creative material that move them through the funnel and help speed up sales velocity. Lead the overall content strategy.
- Funnel Optimization - own objectives across the marketing funnel - Inquiry to SQL - track and optimize performance at each stage in the funnel, and create a predictable demand generation engine. And continually optimize online and offline programs to ensure CAC is in line with ROI goals.
- Stakeholder Management - collaborate with a variety of stakeholders - C-level, sales, marketing, product and product marketing.
- Continuous Improvement - always be strengthening best practices while evaluating the latest B2B marketing strategies, marketing technologies, experimenting and optimizing different tactics, and consistently meet or exceed sales pipeline and revenue goals.
- Analysis - analyze marketing program outcomes in detail, drawing insights and presenting results clearly to inform decision-making. Track and report performance to executive leadership and cross-functional stakeholders
- Lead Management - understand lead scoring and enterprise B2B sales revenue lifecycle including MQLs and SQLs and have knowledge of marketing automation platforms (specifically HubSpot).
- Budget - be responsible for the budget and report on ROI.
Requirements
- 5+ years experience in a demand generation leadership role, preferably in the B2B enterprise software space or a complex technical market with longer sales cycles.
- Excellent understanding of how to analyze and optimize conversion rates across the sales and marketing funnel.
- Extensive skills in marketing technology and automation systems such as HubSpot, Eloqua, Salesforce, Google Analytics and/or Google Tag Manager.
- Demonstrable success delivering earned (SEO/SEM, website, email), paid (PPC, event sponsorships, social) and owned channels (web, webinar, podcast) demand generation programs.
- Direct experience working alongside sales and an SDR team.
- Data acquisition and management knowledge to support lead nurturing and outbound programs.
- Highly quantitative with a very strong understanding of data.
- A desire to work both at a strategic level and tactically on projects and campaigns.
- Excellent decision-making skills in regard to allocating marketing spend.
- Self-motivated, hands-on and results-driven.
- Creative, innovative, and always thinking outside the box.
- Exposure to the US Insurance market.
- Degree educated.
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