Appian - Mclean, VA
posted 4 days ago
About the position
The VP of Global Demand Generation will set and implement the growth marketing strategy for our global teams, which includes North America Commercial, NA Public Sector, EMEA, and APJ. This role focuses on demand generation, new customer acquisition, and customer expansion. The VP will work closely with various marketing teams, including Digital Marketing, Customer Marketing, Content, and Industry/Product Marketing, to develop, implement, and measure go-to-market programs aimed at pipeline creation and acceleration. The position involves developing and executing account, segment, and field-based marketing strategies that focus on industry-specific value propositions and product-centered use cases. The VP will also execute and develop Account Based Experience (ABX) programs, ensuring alignment with sales goals to expand relationships and business with targeted existing customers. Additionally, the role includes building and implementing persona-based marketing programs tailored to different executive levels and working collaboratively with marketing teams to refine these initiatives. The VP will lead partner marketing across various theaters to drive partner-sourced demand and will regularly manage and review pipeline performance metrics with key stakeholders. This includes analyzing ROI by campaign, channel, segment, and source to improve lead and pipeline quality. The role also involves overseeing a team of high-performing marketers focused on growing the commercial business across multiple industries and within IT departments, managing the department budget, and making ROI-centered decisions for investments. Finally, the VP will work closely with Customer Marketing to highlight and promote regional customer success stories.
Responsibilities
- Set and implement the growth marketing strategy for global teams including demand generation and customer expansion.
- Work with Digital Marketing, Customer Marketing, Content, and Industry/Product Marketing teams to develop and measure GTM programs.
- Develop and execute account, segment, and field-based marketing strategies focused on industry-specific value propositions.
- Execute and develop ABX programs and implement account-based marketing aligned with sales goals.
- Build and implement persona-based marketing programs by Theater targeting various executive roles.
- Lead Partner marketing across theaters to drive partner-sourced demand.
- Collaborate with Marketing leaders, Rev Ops, Sales, Partners, and Customer Success teams in North America.
- Manage and review pipeline performance metrics with key stakeholders and analyze ROI by campaign, channel, segment, and source.
- Oversee and manage a team of marketers focused on growing the commercial business across multiple industries.
- Manage the department budget and make ROI-centered decisions for investments.
- Work closely with Customer Marketing to promote regional customer success stories.
Requirements
- Bachelor's Degree required
- 12+ years global B2B demand generation experience within an enterprise software/SaaS environment
- Proven success with account-based marketing strategy and execution
- Confident with B2B software marketing performance KPIs and optimizations
- Experienced in crafting and executing results-driven marketing campaigns and programs
- Proven success in collaborating with Sales, Customer Marketing, Digital Marketing, Product Marketing, and Customer Success
- Strong critical thinking and problem-solving skills
- Strong data-driven analysis skills to measure and adjust demand generation priorities
- Excellent organizational skills
- Strong verbal and written communication skills
- Experienced in using CRM and Marketing Automation systems/tools
- Experience in leading global teams and professional development of team members
