Demand Generation Specialist

This professional is responsible for creating and implementing tactics to increase awareness and interest in ABBYY products and services, through demand pipeline creation with the goal of driving qualified leads and potential customers into the sales funnel for the Americas, APAC and EMEA regions. 

This professional is a linchpin between the Field Marketing and SDR/BDR teams, ensuring that leads are not only generated at the top of funnel but also nurtured and converted into paying customers.  

Role and Responsibilities 

As an ABBYY Demand Generation Specialist you will be responsible for supporting the creation and implementation of tactics to increase awareness and interest in ABBYY products and services, through demand pipeline creation with the goal of driving qualified leads and potential customers into the sales funnel for the Americas, APAC and EMEA regions. 

Your role will be to support regional demand and field marketing leadership in creating and executing, tracking and optimizing multichannel tactics, such as events, email nurture campaigns and nurtures, social media, content syndication, ABM and paid media.  

• Collaborating with cross-functional teams, including field marketing, sales, product marketing, and customer success, to ensure a unified approach

Lead Generation and Nurturing 

A critical aspect of demand generation is lead generation and nurturing. Your responsibilities in this area include: 

• Designing and executing campaigns to attract potential customers and capture their interest
• Developing nurture programs to guide leads through the sales funnel, including targeted email campaigns, retargeting ads, and personalized content

Paid Media Campaign Support 

Another critical aspect of this role is the execution and optimization of paid ads on channels like LinkedIn, Google and ZoomInfo. Responsibilities in this area include: 

• Deciding which assets to promote on which channels
• Determining the budget for each ad campaign and the proper spend per lead
• Establishing the target audience for each ad campaign
• Working with ABBYY’s Design team to create the necessary banners
• Creating  ad copy that incorporates the optimal amount of keywords to attract prospects
• Monitoring performance to boost those ads that are performing well and rework and optimize those that need improvement

Content Management 

Content plays a crucial role in demand generation. You'll be responsible for: 

• Overseeing the top- and mid of funnel usage of existing content, marketing materials, such as whitepapers, case studies, and webinars
• Ensuring the content is gated and aligns with the buyer journey stages and resonates with our target audience
• Collaborating with content creators in PMM and Corp. Marketing and subject matter experts to select always high-quality, engaging content

Campaign Setup, Management and Optimization 

To maximize the effectiveness of your demand generation efforts, you'll need to manage and optimize campaigns across various channels. This includes: 

• Campaign set up and configuration in Salesforce 
• Planning and executing top and mid of funnel marketing campaigns, including budgeting, resource allocation, and timeline management
• Entering campaign leads into the proper CRM campaign with correct lead status / scoring
• Ensuring that all parties responsible for lead follow (SDRs / Sales) up are well enabled with campaign details and follow-up tools
• Analyzing campaign performance, identifying areas for improvement, and preparing data-driven decisions
• Conducting A/B testing and iterative refinement of marketing initiatives to optimize results

Event Planning, Management and Execution  

• Develop and manage event plans, budgets and timelines to ensure successful execution 
• Oversees logistics, vendor management and on-site coordination for events such as ABBYY hosted events, webinars, roundtables and trade shows
• Manage project timeline and communicate key milestones to stakeholders
• Act as a primary point of contact for end-to-end event execution and coordination
• Collaborate with cross-functional teams to align on messaging, assets and post-event follow ups
• Track and manage event KPIs and provide post-event reporting and analysis

Marketing Technology Experience 

As a Demand Generation Specialist, you'll be using marketing technology platforms, including: 

• Marketing automation platforms, such as HubSpot
• Campaign documentation within CRM systems, such as Salesforce 
• Integrating various marketing tools and platforms to ensure seamless operations
• Knowledge of modern AI marketing tools such as JasperAI, Make.com and NapkinAI is a plus

Here's a snapshot of our local benefits:

• 18 Days of Paid Time Off
• Annually Medical, Accidental, and Life Insurance
• Weekly Wellness Sessions
• Monthly Healthcare Allowance

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