Job Description

Marketing business function is responsible for guiding prospects & customers throughout their journey with Basware. Through providing thought leading insights, practical advice and a roadmap for automation, in partnership with our Sales function, we enable organizations to simplify operations, spend smarter and drive the transformation of their Finance & Procurement functions. Leveraging industry leading marketing platforms including Hubspot, LeadForensics and many more, we activate multi-channel marketing programs to help prospects get informed, build their business case, select the right-fit solutions, and ensure our customers get the most value from their Basware solutions.

The Senior Manager, Demand Generation is an experienced, data-driven marketer with a proven track record of developing high performing, integrated, marketing programs in a matrixed, international B2B marketing organization. The role is responsible for the strategic planning and development of scalable programs to drive demand across Net New, Customer and Partner segments, globally and across specific regions.

In alignment with Basware’s growth targets, from which the Demand Generation teams targets are derived, the role will support the development of marketing campaigns, including defining the end-to-end marketing strategy and mix for those programs, with a Global-First mindset.

The role will report directly into the VP, Global Demand Generation and act as a strategic marketing partner for sales leaders. You will work closely with the rest of the Global DG Team, as well as Sales Leaders and their teams, Proposition Marketing, Data & Operations and the BDR team to plan, develop, execute, measure and optimize multi-channel demand generating programs (digital, campaigns, events etc.), across the full marketing mix, in alignment with overall DG and regional priorities and targets. You will work closely with senior sales leaders and their teams to understand their needs and targets and translate these into actionable marketing activities with your team. The role collaborates closely with the rest of the Marketing team, especially BDR and Sales to drive consistency and scale across our sales & marketing approach, with a relentless focus on delivering the leads, MQL's, Pipeline and ultimately ARR, we require.

In this role, we would expect you to be able take on the following responsibilities:

• Lead the end-to-end planning and development of demand generating marketing programs that engage NN Prospects, Customers and Partners through their buying journey
• Build Demand Generation strategy and programmes that delivers scalable, sustainable results across our markets, focusing on pipeline generation, pipeline quality and sales cycle acceleration
• Ensure all Demand Generation programs are insight-driven, audience-led, aligned to our ICP and supportive of our strategy and growth objectives
• Create a cross-functional program approach for demand generation engaging sales, product, and other relevant stakeholders to create a unified approach to our growth efforts
• Be a trusted partner and foster strong working relationships with Sales teams to ensure marketing activities are delivering on sales objectives. Understand territory plans and align marketing activities to these.
• Drive annual and quarterly planning to ensure your campaigns and activities us an optimal channel mix, have clear deliverables, drive maximum ROI and ultimately create the required pipeline that is aligned to ARR
• Play a role in developing a common set of KPIs by which the wider marketing organization will measure success in demand generation, including pipeline quality metrics through the funnel
• Create a testing framework, and identify and test new channels and tactics, working closely with Channel / Media Planning and Data Ops to measure and optimize results
• Slice, dice, and analyze data to create a segmented approach to drive engagement across multiple audiences and buyer/user personas
• Ensure that the demand generating activities can consistently deliver leads into the Global BDR function, at a level that ensures we meet our pipeline value and pipeline quality targets
• Identify and test new initiatives and tactics, and collaborate with Proposition Marketing to continually think of new demand generating marketing programs
• Performance reporting, budget, and data management
• In depth understanding of ROI from demand generation activities to continuously drive optimization