Marketing Lead Generation Specialist

King Systems - Columbia, MD

Full-time - Mid Level

Remote - Columbia, MD

1,001-5,000 employees

Merchant Wholesalers, Durable Goods

About the position

The Marketing Lead Generation Specialist is a pivotal role within the marketing team, responsible for analyzing all incoming leads generated from various marketing initiatives, including trade shows and digital campaigns. This position plays a crucial role in determining the lead score for each prospect, analyzing leads based on their scores and specific needs, and ensuring that all leads are accurately uploaded into the marketing software and subsequently pushed to the CRM software. A key aspect of this role involves following up with sales leadership to ensure that leads are effectively converted into sales opportunities. The specialist will also analyze close rates and generate reports on lead generation activities, providing insights into the effectiveness of different marketing strategies. In addition to lead analysis, the Marketing Lead Generation Specialist will develop a nurturing program aimed at moving top-of-funnel leads further down the sales funnel, ultimately converting them into sales-qualified leads. This involves functioning as the lead generation expert within the marketing team, ensuring that operations are consistent, best practices are followed, and governance is maintained. The specialist will implement and manage a marketing-based lead generation system, develop a lead qualification and tracking system specifically for digitally generated leads, and review and analyze leads generated from trade shows for completeness and proper disposition. The role also includes creating a monthly digital lead report that is user-friendly for the intended audience, developing, segmenting, and maintaining customer lead lists for digital marketing purposes, and determining which incoming leads should be assigned to the lead nurturing system. The specialist will scrub all marketing lead data to prepare it for upload into Marketo/SFDC, manage reporting and communication regarding lead-to-opportunity conversion in SFDC, and engage with marketing and sales leadership to discuss conversion rates by franchise. Additionally, the specialist will profile SFDC opportunities that are won and lost to identify customer patterns and trends, track target account interactions with Ambu's digital engagement, and develop baselines for lead generation activities for each franchise.

Responsibilities

• Analyze all incoming leads from trade shows, digital campaigns, and other marketing activities.
• Determine lead score for each prospect and analyze leads based on score and needs.
• Upload all leads into marketing software and push to CRM software.
• Follow up with sales leadership to ensure leads are converted.
• Analyze close rates and report on lead generation by activity.
• Develop a nurturing program for top-of-funnel leads to convert them to sales qualified leads.
• Function as the lead generation expert to ensure consistent operations and best practices.
• Implement and manage a marketing-based lead generation system.
• Develop lead qualification and tracking system for digital generated leads.
• Review and analyze trade show generated leads for completeness and disposition.
• Create monthly digital lead report ensuring ease of use for intended audience.
• Develop, segment, and maintain customer lead lists for digital marketing.
• Determine incoming leads to assign to lead nurturing system.
• Scrub all marketing lead data for upload into Marketo/SFDC.
• Manage reporting and communication of lead to opportunity conversion in SFDC.
• Engage with marketing and sales leadership on conversion rates by franchise.
• Profile SFDC opportunities won and lost to detect customer patterns/trends.
• Track target account interaction with Ambu digital engagement.
• Develop baselines for lead generation activities for each franchise.

Requirements

• Bachelor's degree in marketing, business administration, or a related field.
• Minimum 3-5 years' experience with a proven track record of marketing lead generation analysis.
• Salesforce.com experience in reporting, lead to opportunity conversion, and customer conversion analysis.
• Experience in developing and implementing lead generation strategies.
• Ability to set up reporting and presentations for leadership teams.
• Stay up to date with industry trends and best practices for marketing lead generation.
• Manage and prioritize multiple tasks and projects to meet deadlines.
• Ability to work independently and as part of a team.
• Comfortable in presenting data and insights to understand lead generation performance.
• Preference for experience in the medical device or medical tech industry.
• Excellent verbal and written communication skills with a strong business process improvement background.
• Self-motivated with the ability to work on multiple projects.

Nice-to-haves

• Experience in the medical device or medical tech industry.