The VP of Demand Generation will be responsible for developing and executing Inside Real Estate’s growth marketing strategy to drive both new sales and back to base sales of our platform products and services. This highly visible role will be directly responsible for driving revenue through demand generation, including all performance marketing activities, marketing programs and content journeys, advocacy, referral and reference programs, and co-marketing programs for front office, back office, and bundled solutions. They will oversee a talented team of marketing professionals to support generating new revenue from new clients and expansion of revenue from existing clients by executing demand gen strategies, campaigns, and programs.
Role, Responsibilities, and Key Performance Metrics:
Success will be measured by:
- Pipeline sufficiency overall, by team
- # of Sales Leads overall, by team, by source vs target
- # of Sales Opptys overall and by team by team vs target
- % of Sales MRR overall, by team, by source vs target
- Lead to Close Rate, MRR/Deal, Cost/MRR
- Segment / Source Performance: Mktg Cost per Deal by segment and source
- Referral and Reputation Programs: referral program leads and MRR, G2 and Google reviews
- Additional demand gen programs and campaigns to IRE brand strategy and company initiatives: webinars, events, email journey and nurture programs, channel partners, etc
- Leading and developing a high-performing team measured by engagement score, individual OKRs, and individual performance metrics
In this role you will:
- Lead IRE’s overall demand gen strategy for new client sales and back to base sales to drive quality pipeline and revenue for the front office and back office portfolio. Focus will be on scaling and optimizing lead generation and lead nurture programs to strengthen the sales pipeline and maximize new MRR growth through the following channels:
- Digital advertising
- Email & direct mail
- Social media
- Co-marketing
- Webinars
- Brand reputation and review programs
- Content marketing to drive demand generation
- SEO & organic web
- Influencer marketing
- Work with key Sales and Services leaders to establish detailed annual, quarterly and monthly plans outlining marketing plans aligned to revenue targets detailing how the team will execute against those, including KPIs and performance reporting. Proactively coordinate cross-functionally with key internal stakeholders for alignment and sign-off of marketing plans, budgets, and initiatives.
- Thoroughly analyze and continuously evaluate programs and campaigns, refining attribution models to inform decision making and optimize the effectiveness of all marketing channels. Maintain comprehensive, yet clear and concise reporting that paints an accurate picture of the demand gen marketing strategy and performance to key internal stakeholders.
- Oversee lead nurturing programs mapped to segments and buying personas, including email marketing, optimizing them to expedite lead to opportunity, pipeline acceleration, and closed-won revenue.
- Effectively incorporate IRE brand and product strategies, messaging and identity into all marketing campaigns. This includes collaborating with the broader marketing team as needed to develop on-brand assets, ensuring consistent, cohesive messaging and visual identity across all external channels.
- Work cross-functionally to create and effectively leverage content and assets (thought leadership content, videos, case studies, client stories, blog entries, etc) to increase lead capture & demand, maximizing traffic and leads, paid social, search, content syndication, etc.
- Work closely with CMO and Finance to manage demand gen budget; overall marketing strategy and alignment of messaging by audience and segment.
- Oversee database of existing customer accounts and the communication and engagement within them; work with client-facing teams on customer messaging and frequency to prevent disjointed messaging or too-frequent requests for information/participation.
- Measure the impact of customer marketing activities on customer growth, financial outcomes, and communicate these impacts within the organization (Sales/CSEs, CS, Marketplace).
- Work with product marketing and sales to identify cross-sell and upsell opportunities within the customer base and develop and launch multi-channel, multi-touch marketing campaigns/programs, execution steps, content requirements and program goals for CSEs to drive upsell and add on business. Monitor and assess reach, engagement, and product positioning to develop or adjust campaigns/programs to drive add-on or upsell pipeline from existing customers.
- Manage the marketing to sales process and productivity initiatives, with familiarity into the supporting systems, including SFDC, ringDNA/Gong/Outreach, Chili Piper, and Hubspot.
- Manage relationships with demand gen partners, including advertising securements and payments, reporting, and creative aspects
Skills & Qualifications:
- 12+ years B2B SaaS marketing experience
- Proven track record for developing marketing strategies that deliver tangible business results and measurable revenue growth
- SaaS industry experience, with understanding of the evolving marketing landscape
- Proven track record of success in aligning the corporate vision with high impact marketing strategies and programs across all channels (digital, email, social, webinars, podcasts, advocacy, marketing automation, co-marketing)
- Creative and collaborative mentality, eager to implement feedback and ideas from the broader marketing team, sales team and other internal stakeholders.
- Analytical with the ability to clearly articulate and present growth strategy, tactics and results to senior executives.
- Experience developing and managing comprehensive marketing budgets exceeding $1M annually
- Team player with a “do-er” mentality––mix of large company (operating at scale) and small company (scrappy execution) experiences
- Able to work efficiently in a fast-paced environment.
- Experience with Salesforce CRM, Google Analytics, Hubspot or automation system required
- Real estate industry experience a plus
- Business degree; MBA preferred
