Product Marketing Manager

Qgiv · Lakeland, FL

Product Partners & Advocates Posted 1 month ago Claim this company

We are looking for a Product Marketing Manager to develop, implement, track and optimize our demand generation campaigns across key target audiences to increase new sales, cross-sell and upsell opportunities. If you are passionate about buyer journey’s, have an unruly obsession with building demand generation programs and a knack for product messaging; this position is for you.

Qgiv is a fast-growing SaaS-based technology company with a history of delivering innovative solutions that empower nonprofit organizations and their fundraising programs. Qgiv employees are active learners and collaborators, motivated by the work our customers do and the impact they are making on the world. By joining the team, you will have the support and encouragement to do remarkable things every day. We face challenges together and we win together. And together, we deliver world-class solutions that transform the way our nonprofit customers do fundraising.

The ideal candidate for this role has a strong grasp of current marketing tools and can lead integrated marketing campaigns across a multi-product portfolio from concept to execution. This role is the glue that binds our product strategy to the tactics we need to drive success in sales and marketing and to achieve results. You know our competitors like the back of your hand: what they do today and what they plan to do in the future. You also know our buyers better than they know themselves, including how they make their buying decisions. This isn’t guesswork. You make data-driven decisions to drive the development of programs and messaging that resonates with buyers and empowers our sales channels to be successful.

You will work with the marketing team, brand communications, internal departments, and vendors to launch campaigns on time and on budget. At Qgiv you will be a part of the conversation, working with key stakeholders to implement new marketing activities to drive demand generation and customer engagement.

Substantial Department Goals

  • Increase quality lead generation, conversions and sales performance across all sources, in alignment with Customer Acquisition Cost (CAC) goals
  • Increase customer cross-sell/upsell opportunities
  • Optimize buyer journey operational programs and track key performance metrics
  • Improve brand awareness, prospect engagement, and product adoption
  • Measure and report on the performance of all product marketing campaigns
  • Improve sales enablement and effectiveness

Results

  • Increase lead generation by 10% YoY in alignment with CAC goals and while maintaining a lead conversion rate >45% across all products
  • Increase average selling price by 10%
  • Identify and improve Customer Lifetime Value within key customer segments
  • Capture, track and improve Close/Win rate against key competitors
  • Capture, track and improve product adoption across all products
  • Implement and analyze automated demand generation nurture program for 3 target audiences (nonprofit, education, and faith-based organizations)

Obstacles

External Obstacles:

  • Seasonal audience interest and driving engagement during annual giving cycles
  • Competition, understanding what they are doing in relationship to us
  • Making sure we deliver the right message at the right time

Internal Obstacles:

  • Some data silos and disparate systems
  • Defining new processes
  • Being able to capture competitors on every opportunity

Actions

  • Product Expert—understand how the products work and how customers use it
  • Market intelligence—be the expert on our buyers, who are they, how they buy and their key buying criteria
  • Product Evangelist—Study company products and collaborate with product management and brand communications to develop product positioning and messaging that resonate with our target buyers
  • Understand the competitive landscape—be an expert on our competition and how they are positioned, identifying key competitive advantages to enable the sales team
  • Understand and document our buyer’s process, including where they get information, and the who, what, when and why behind the decisions they make. Then drive changes to our sales and marketing processes based on what you learn
  • Work with various teams (design, content, product, sales, business development, customer service) to implement strategies across the buyer journey to deliver the right message at the right time
  • Develop and implement multi-channel marketing strategies in conjunction with our brand communications team, including key activities (landing pages, emails, ads, etc) and budgets to support the retention of existing customers and the acquisition of new customers
  • Assess the effectiveness of the marketing programs that support your products on an ongoing basis, and report back to the business on required changes
  • Plan launches for new products and major feature releases and manage the cross-functional implementation of the plan
  • Act as the primary thought leader for the products you support externally, including webinar speaking engagements and written works
  • Understand and support our sales channels; train them on the problems we solve for our buyers and competitive advantages; develop internal tools and external collateral and teach them how and when to use it in collaboration with sales leadership
  • Measure and report on the performance of all product marketing initiatives, and assess against goals (ROI and KPIs)
  • Identify trends and insights, and optimize spend and performance
  • Collaborate with agencies and other vendor partners
  • Evaluate emerging technologies and provide thought leadership and perspective for adoption where appropriate
  • Stay up-to-date with digital technologies developments
  • Prioritizing activities which will affect the greatest change for success

Requirements

  • BS/BA in Marketing, Communications or similar field
  • 5+ years of experience as a Product Marketing Manager, Brand Manager or similar role
  • Demonstrable experience in growing pipeline within a SaaS-based organization
  • Highly creative with experience in identifying target audiences and developing demand generation campaigns that engage, inform and motivate
  • Experience in optimizing landing pages and behavior funnels
  • Solid knowledge of marketing and sales-serving tools (Marketo, Salesforce)
  • Working knowledge of website analytics tools (Google Analytics)
  • Up-to-date with the latest trends and best practices in online marketing and measurement
  • Experience in market analysis
  • Familiar with product marketing tactics (integrated marketing campaigns)
  • Must be a strong public speaker, comfortable in front of large, senior groups, and a solid writer.
  • Analytical mind and strong quantitative skills
  • Must have a keen eye for detail and curiosity for learning
  • Background in copywriting is a plus

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