Demand Generation Marketing Manager, Education Practice

Hanover Research - Demand Generation Marketing Manager: Education Practice

Arlington, VA 

Remote Opportunity 

Hanover Research is seeking a Demand Generation Marketing Manager to focus, build, and amplify the marketing lift on leads, pipeline, and revenue for our Education business practices, K-12 and Higher Education. 

You will drive revenue growth through the development and execution of targeted outbound marketing campaigns, while working closely with sales teams to communicate compelling value propositions to key decision-makers. You will function as a key player in maximizing marketing lift and inbound lead generation for Hanover’s Education practice including KPI targets for lead and sales qualified lead volume, sales meeting handoffs, and marketing attributed and influenced revenue.

The ideal candidate must have prior experience working in a fast-paced, multi-channel marketing department and have an appetite for scaling up and driving excellence in demand generation.

This role is responsible for developing, executing, and measuring integrated marketing campaigns to accomplish three core objectives:

• Build Demand: Create awareness and appetite for our business among target potential buyers
• Capture Leads: Convert the demand into viable leads for sales
• Accelerate the Pipeline: Support sales to move prospects more quickly through the funnel

• Campaign Development:
  • Develop and execute multichannel marketing campaigns tailored to the needs of K-12 and Higher Education leaders.
  • Develop and own marketing campaign calendar.
  • Collaborate with content marketing, email marketing, social media, creative, events, and agency partners to create campaigns that inflect marketing and sales funnel performance.

• Inbound Lead Generation:
• Ensure all leads are either with sales or are in email nurtures for latent warming.
• Generate a pipeline of qualified inbound leads leveraging our full marketing mix including SEO, Content Marketing, events, PPC, and social.
• Proactively identify initiatives and propose optimizations to generate qualified lead volume.

• Message Development:
• Develop messaging and positioning for our products and services and ensure that messaging is consistently utilized across channels.
• Collaborate with Revenue, Research, and Product Teams to understand voice of market and current trends and translate into compelling marketing messaging.

• Content Creation:
• Develop campaign content including emails, landing pages, web copy, ad copy, and promotional materials.
• Draft sales enablement materials including pitch decks, one-sheets, and brochures.

• Sales Enablement:
• Partner with revenue teams to ensure a seamless handoff of qualified leads to sales
• Partner with revenue teams to identify and implement strategies to accelerate the revenue pipeline.

• Reporting and Analysis:  
• Develop dashboards and reports to measure campaign success, pipeline health, conversion, and other KPIs
• Examine sales trends and marketing performance and use the findings to recommend and implement strategies for increasing demand/improving lead volume.
• Track campaign performance, propose improvements, and suggest new campaigns to generate demand and produce qualified leads.

This position requires a firm understanding of integrated marketing strategies and how to deploy them to meet department and business goals. The candidate will have strong project management skills with attention to detail, as well as the ability to communicate across various internal stakeholders. Top candidates will be proactive, possesses analytical aptitude, problem-solving skills, work well with others, and have the following:

• Successful track record of running multi-channel demand generation campaigns.
• Understanding of how to leverage content marketing, word-of-mouth, email, paid acquisition, and events to generate interest in a business or product line.
• Understanding of key marketing metrics and KPIs and how to manage to performance.
• Experience with MarTech and a command for understanding how to leverage technology to inflect lead volume and marketing performance.
• Experience with:
  • Marketing automation platforms (HubSpot preferred).
  • CRM’s (Salesforce preferred).
  • Google Ads and Google Analytics.
  • SEO and SEM best practices.
  • HTML platforms (WordPress preferred).
• Excellent writer with an ability to translate offerings into compelling campaign and commercial copy including emails, landing pages, pitch decks, and collateral.
• Experience marketing to Higher Education institution leaders and/or K-12 districts preferred.
• Extremely detail-oriented, quick learner with a problem-solving mindset.
• Able to proactively manage multiple projects and collaborate with team members and external vendors to meet goals and deadlines.
• Experience working in a fast-paced environment desired, with strong “do it yourself” work ethic. You’ll work with a team, but will need to be a self-starter on many projects.
• Experience working with multiple internal clients, navigating competing priorities, and building consensus.
• Collaborative individual performer who enjoys working with a small, close-knit team.
• Excellent written and verbal communication skills.

Minimum Education Required:
A Bachelor’s degree in marketing, communications, or related fields.
 
Minimum Experience:
5 years of experience in demand generation marketing, inbound lead generation marketing, or digital marketing in a B2B environment.

Location
Arlington, VA or Remote
 
Benefits

• Starting at 18+ days Paid Time Off
• 14 paid holidays including Martin Luther King Jr. Day, Juneteenth, and Indigenous People’s Day, and personal holidays  
• 401(K) employer matching program
• Comprehensive health and dental benefits package
• Health and wellness packages with discounts to local gym
• Annual company-wide day of service and monthly events partnering with local organizations such as KidPower, Martha’s Kitchen, DC SPCA
• Community service opportunities

Compensation:  

Hanover Research strives to create compensation and benefits programs that are competitive, equitable and fair. The compensation range for this role at the company is $90,000 - $105,000. Please note that the base salary offered is contingent on the candidate’s job-related knowledge, skills, and experience.  Our base pay range is determined by the role and the market.  

Hanover believes in supporting our team’s overall well-being now and in the future. We provide retirement benefits and 401K matching to help you plan ahead, wellness benefits to keep you healthy, medical coverage to lift you up if you or your dependents get sick, and paid time away to rejuvenate. You can learn more about our benefits on our Hanover Research Careers page or please talk to your Recruiter to learn more.  

How to Apply: 

If you are interested in the prospect of working for a dynamic, growing company, we encourage you to submit your resume, and a writing sample for the preliminary review.

If you are interested in the prospect of working for a dynamic, fast-growing company, we encourage you to submit your resume and any other supporting materials.   

Hanover strives to be accessible to all users and job seekers. If you are a qualified individual with a disability and need assistance in accessing our website or completing a job application, please contact Hanover Research at 202-559-0050 or via email recruiting@hanoverresearch.com All information you provide will be kept confidential and will be used only to the extent required to provide needed reasonable accommodation.    

About Hanover Research:  
Founded in 2003, Hanover Research is a global research and analytics firm that delivers market intelligence through a unique, fixed-fee model to more than 1,000 clients. Headquartered in Arlington, Virginia, Hanover employs high-caliber market researchers, analysts, and account executives to provide a service that is revolutionary in its combination of flexibility and affordability. Hanover was named a Top 50 Market Research Firm by the American Marketing Association from 2015 to 2021. To learn more about Hanover Research, visit www.hanoverresearch.com  

Hanover Values: 

• Business Building – We build our business quickly and intelligently and we help our clients do the same  
• Thought Leadership and Innovation – We strive constantly to deliver better information in a better way  
• Service – To our clients and our community, service is our guiding principle  
• Leadership and Mentorship – Our talent is our greatest asset, and we hope to help our people be their best  
• Firm Citizenship – We are optimists who believe there are endless possibilities for our company and ourselves  

Hanover Research provides equal employment opportunities to all employees and applicants for employment without regard to their race, color, creed, religion, national origin, gender, sexual orientation, gender identity or expression, disability, veteran status, age, marital status, familial status, genetic information, or status with regard to public assistance, or membership or activity in a local human rights commission, any other characteristic protected by applicable federal, state, or local law. You can learn more on our Equal Employment Page.