The Mid-Market Marketing Manager is responsible for creating and executing a marketing strategy targeted at prospective BlackLine buyers in the 100-499 million- Euro/GBP revenue range. This involves the management of campaigns designed to create buyer Interest and drive the sales opportunities needed to support the Mid-Market Sales Team. This role will serve as a single point of contact for Mid Market teams across EMEA countries UKI, France and Nordic territories; and, will create and issue a monthly newsletter to ensure that the Sales Team has complete visibility on the programs and activities that impact them. The Manager will work cooperatively with other BlackLine business units to achieve department and corporate goals and will serve as the “voice” of Mid-Market as it relates to campaign management, always operating within budget and with integrity, responsiveness, and expertise.
Creates Mid-Market marketing strategy Be the campaign point-person with the sales team, external vendors, and internal departments, ensuring that campaigns are well documented and communicated, designed to support marketing plans and sales goals, executes and reports on results of programs on completion.
Creates a campaign brief for individual programs, identifying the campaign objectives as well as the audience, tactics, channels, assets, themes, designs, and deadlines needed to ensure satisfactory execution.
Achieves funnel goals by running Programs to drive inquiries and opportunities (and ultimately pipeline) for the Sales & BDR teams.
Provides program oversight; manages the outsourcing of program elements to third-party vendors (when required), and coordinates with other BlackLine departments who are responsible for support services, including Digital, Web, Creative, Marketing Operations, Sales Operations, and Events.
Is responsible for writing and implementing regular copy for newsletters, outreach sequences, nuture emails, landing page, webinars, direct mail, etc.
Works with Solutions Marketing to ensure the timely creation of new campaign content, such as case studies and white papers, and with Client Marketing to source speakers for webinars and trade events.
Manages trade show activity on behalf of the Mid-Market Sales team, ensuring that resulting leads are uploaded into SDFC and linked to campaign specific sequences in Outreach.
Works with Marketing departments to ensure leads from activities are uploaded correctly into SFDC, Marketo and Outreach.
Assists Marketing Operations with the development of content nurture streams specific to Mid-Market segments to move individuals through the pipeline process.
Works with Marketing Operations to define smart lists for the persona’s and identified mid-market target accounts of the QCRs.
Works with Marketing Operations on A/B campaigns, refining programs and tactics to continuously improve; adjusts campaign tactics and future strategies, as needed.
Works with SEO and Paid Digital teams to ensure traffic for EMEA Mid-Market is optimized & delivering conversions; ensuring return on investment (CPL) and conversion to business by channel is measured and reported on quarterly by trend data.
Provides direction for BDRs and Sales team on how to utilize all program types to inform their outbound calling plans and maximise follow up activity within their territories.
Tracks and reports on campaign results; verifies that Operational reports accurately reflect campaign success
Participate in weekly and quarterly marketing meetings
Works on other assignments as directed by the Snr Field Marketing Manager
Must be able to work independently with minimal supervision and guidance
Strong understanding of current marketing concepts, strategy and best practice.
Strong project management and organizational skills
Strong knowledge of modern marketing tech stack e.g. SFDC, Marketo, Drift, Bizzable, Outreach and other such tools
Exhibit a high level of energy, drive, enthusiasm, initiative, commitment and professionalism
Be a self-starter with solid organizational and planning skills
Must be competitive and focused on achieving goals
Must be a team player and collaborate well across departments
Minimum of 5 years’ experience in a field marketing role.