The B2B Marketing Automation Specialist will act as the subject matter expert for B2B enquiry management and CRM campaigns to drive marketing qualified leads (MQLs) at scale. You will be responsible for the set-up, development, and delivery of all B2B marketing automation activity and technical requirements, including campaign tools for the Imaging Technologies & Communications Group.
Key Responsibilities:
* Lead and implement Mid-term Plan (MTP) initiatives to drive improvements and innovation in how we manage B2B customer data capture, marketing to these contacts and processes to deliver MQLs to sales team across EMEA, eg marketing automation tools, forms, Canon Developer programme, Event app.
* Scope, manage and create all things relating to the enquiry capture process across multiple touchpoints: events, website and sales teams. Develop the guidelines and promote to central and local teams.
* Understand stakeholder requirements for B2B data capture for enquiries/sales leads, this will vary by product group, ensure the chosen marketing automation tools are up to date and the correct data is being captured per request.
* Identify the best process for B2B campaign management for email, webinars, gated content and lead scoring. Includes set up, defining the process and educating stakeholders on use: central team and NSOs.
* Manage B2B marketing automation campaigns: build, send and optimise with the aim of driving more marketing qualified sales leads to sales team in the NSOs.
* Play an active role in the development of the ITCG B2B vision – how we shape this and drive MQLs at scale for the NSOs. Join project teams to be the voice of Customer Marketing around data governance and data capture.
* Work with the Data Analytics team to build effective reporting for all business stakeholders – CEL and NSOs. Showcase campaign through to sales performance.
* Develop and deliver targeted marketing training sessions to current and new users, create documentation and training manuals. Supported where needed by the Salesforce Lead.
* Work with the Data Analytics team and IT to ensure we have the best data architecture for Canon and for marketing to implement marketing automation at scale.
Key Relationships/Interfaces:
Internal:
* Working with cross-functional teams – Marketing Strategy, Data Analytics, IT, Operations, Sales, Marketing, etc.
* Key stakeholders Business Development, Sales Operations and B2B Sales Team.
External:
* National Sales Office (NSO) teams.
Requirements:
Personal Specification e.g. Technical skills, knowledge, experience required:
* 5-8 years of CRM experience in a B2B organisation; with experience of a B2B automation tool (Salesforce, Eloqua, Marketo, Hubspot or Pardot), how to set up and manage marketing campaigns. Subject knowledge and experience, Salesforce salescloud, marketing cloud and Tealium experience is a bonus.
* You are an expert in Customer Relationship Management, theoretically and through practical application, experience across EMEA.
* Knowledge of enquiries lead management process, forms, and data capture.
* You can use your expert and insightful analytical skills to identify actions and next steps.
* Team player and must be able to organise and prioritise multiple projects in a fast-paced, changing environment.
* Able to influence and manage multiple stakeholders: internal teams, IT, sales and agencies.
* Strong digital project management skills, experience of working on digital transformation.
* Proven analytical and organisational skills.
* Creative thinking / problem solving skills.
Seniority level
* Not Applicable
Employment type
* Contract
Job function
* Marketing
* Industries
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