Job Description

The Role:

The "B2B Persona Marketing Manager" is responsible for developing and executing marketing strategies specifically tailored to defined buyer personas within a business-to-business (B2B) market, focusing on deeply understanding end user member needs and pain points to create targeted messaging and campaigns that resonate with key decision-makers, influencers and gatekeepers across different organizations; this role involves extensive market research, persona development, content creation, and close collaboration with sales teams to drive lead generation and sales conversion.

As a Persona Marketing Manager, you will own a specific archetype of persona member and spend your time developing insights into our target member audiences, understanding what makes them tick and devising marketing tactics which leverage those insights to help us achieve our member growth, digital conversion and event attendee goals.

You’ll develop and lead audience analysis, review focus groups and survey results, delve into analytics as well as our wealth of proprietary member and B2B enterprise technology data. You’ll work with colleagues in marketing to come up with marketing plans which effectively address our target audience and trigger the right responses.

Alongside this analysis and planning, you’ll also devise continuous campaigns and messaging, come up with ideas for marketing content, and collaborate on creative execution. And once that’s all done, you’ll also work with our data team to analyze results and understand the impact of the campaign.

The position will be active and highly varied. We’re looking for someone who thrives in a pacy, energetic environment and exudes positivity, calm and a can-do attitude.

The role reports to the Chief Marketing Officer.

Specific Responsibilities include:

Persona Development:

Conduct in-depth market research to identify and define detailed buyer personas, including demographics, motivations, challenges, and decision-making processes within target B2B companies.

Event Marketing and Audience Engagement:

• Implement persona specific event marketing campaigns targeted on educating the persona community on the educational and networking benefits of event attendance and drive paid registered attendees.
• Targeted Content Creation:
• Develop compelling marketing content (whitepapers, case studies, webinars, blog posts, email campaigns) specifically aligned with each persona targets needs and interests.
• Persona-Based Marketing (PBM):
• Implement PBM strategies to focus marketing efforts on high-value target members, tailoring messaging and outreach to key decision-makers, users and influencers within those roles and functions.
• Messaging and Positioning:
• Craft clear and concise product messaging that effectively communicates the value proposition to each persona, differentiating the company's offerings from competitors.
• Campaign Management:
• Design and execute targeted marketing campaigns across multiple channels (email, social media, website, events) to engage and nurture leads throughout the sales funnel.
• Sales Enablement:
• Collaborate with the sales team to provide them with persona-based sales materials, including pitch decks, product demos, and customer testimonials to facilitate effective conversations.
• Data Analysis and Optimization:
• Monitor campaign performance metrics, analyze customer data, and use insights to refine marketing strategies and improve ROI.

Professional Qualifications

• Bachelor’s degree required from an accredited university or college with a strong preference for a Marketing, Business and Technology focus
• B2B Enterprise Technology Passion:
• Strong interest and passion for being a “learn it all” marketing professional across the B2B enterprise technology marketplace
• Persona Development:
• Deep understanding of persona creation and the ability to translate persona insights into actionable marketing strategies
• Event Marketing Experience:
• Proven experience in building compelling campaigns that drive event attendee growth year of year

Content Marketing Skills:

• Proven experience in creating high-quality content tailored to different buyer personas across various formats
• Digital Marketing Campaign Management:
• Expertise in managing marketing campaigns across digital channels including email, social media, and paid advertising
• Sales Alignment:
• Excellent communication and collaboration skills to work closely with sales teams and ensure marketing efforts align with sales objectives
• Data Analytics:
• Capability to interpret marketing data, measure campaign performance, and make data-driven decisions
• Marketing Tools:
• Deep experience with key marketing tools including SFDC Marketing Cloud or comparable marketing automation platform, Email Marketing solutions, Website Content Marketing with a preference for WordPress, HTML, SEO, Social Media platforms, Content Publishing including video creation and Digital Design tools

Compensation

The B2B Persona Marketing Manager enjoys a competitive base salary of between $85,000 and $100,000 per year and annual bonus plan of up to $15%. In addition, the role participates in all Wellesley employee benefit programs including unlimited paid vacation, 401K with company match, life insurance and full healthcare and dental benefits coverage.

Next Steps: Take the Lead on Your Future

Send your confidential resume and cover letter to James Bedard, Chairman & CEO [email protected] and reference the role in your cover letter and why this is the right next step for you.

About Wellesley Information Services:

Wellesley is the fastest growing global operator of B2B enterprise technology communities, driving global conversation, education, and action that brings buyers & sellers together with a membership model that benefits the entire marketplace. It fosters community networking, educational opportunities, and vigorous member involvement by leveraging digital content, research, publications, and live events.

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