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Marketing Manager - Leads Conversion

Marketing Manager - Leads Conversion

Job ID 
2017-1386
# of Openings 
1
Job Locations 
US-MD-Rockville
Posted Date 
10/2/2017
Category 
Marketing/PR

More information about this job

Overview

Life is short...work somewhere awesome.

 

The Leads Conversion Manager is responsible for designing and implementing a new lead qualification process at DrFirst where all leads are cultivated from initial discovery/declaration to marketing qualification (MQL) and, ultimately, to sales qualification (SQL). Essentially, this position will accelerate the sales funnel expansion of all DrFirst channels by adding a critical “human touch” to the demand generation and lead nurturing workflows built into DrFirst’s programmatic advertising and marketing automation platforms (respectively, Centro DSP and HubSpot). Initially starting as an individual contributor, this role can quickly evolve into building and overseeing a team of talented lead conversion specialists.

 

The Leads Conversion Manager will perform three primary functions:

 

 

  1. Triaging: Monitor HubSpot for inbound leads that demonstrate significant engagement with content and/or express interest in DrFirst’s products. Determine the appropriate market segment and channel assignment for each new prospect. Assign specific buyer journeys via HubSpot Sales Pro and eventually hand prospect off to an appropriate sales person.
  2. Qualification: Contact the prospect within 1 hour of attaining SQL status. Qualify the prospect’s interest, organizational focus, readiness and ability to buy. Determine if the prospect is a researcher, influencer or decision maker. Apply Challenger Sales theory to assign prospect on one of the 7 Challenger Customer profiles, varying from “go-getter” to “blocker”.
  3. Progression Commitment: Relying on high level of experience in Challenger Sales methodology, use challenger statements to “hook” the customer at this critical point of opportunity and start reframing the prospect’s problem(s) to drive commitment and willingness to learn more about DrFirst’s solutions. Obtain a scheduled (either “hot hand-off” or “confirmed appointment”) meeting with the assigned sales person.

This position’s ultimate measure of success is the effectiveness of ushering prospects to SQL status and getting them to make a commitment.

 

 

The Leads Conversion Manager reports to the Senior Director of Digital Marketing and supports business line leaders and the related sales and go-to-market teams in driving revenue growth for all sales channels and defined segments. The role leads and coordinates programs in partnership with:

  • Product Segment Marketing Teams – to understand the merchandising strategy set forth by that team and work to educate the prospects on the broader solution set and the greater scope of the problem that can be addressed by DrFirst.
  • Corporate Marketing Teams –to utilize marketing materials and sales tools as appropriate and provide feedback for new content and necessary improvements.
  • Digital Marketing Teams – to map out the lead qualification process and identify areas for automation in HubSpot, as well create useful views, sequences and tasks for sales reps in HubSpot Sales Pro. The Leads Conversion Manager also curates marketing materials that are most suitable to use at each stage of the lead qualification process.

Responsibilities

  • In-depth understanding of Challenger Sales and Customer methodologies and the ability to insert friction into a conversation with the genuine purpose of helping the prospect to solve real problems. The ability to articulate DrFirst’s value proposition fluently and adapt messaging to meet the specific use cases of the prospect.
  • Managing multiple sales opportunities simultaneously, ensuring the delivery to specific timing guidelines. This includes coordinating with multiple internal and external parties to ensure effective communications and program coordination.
  • Supporting the development of effective marketing programs that are targeted to a variety of key audiences, including health system C-suite administrators, physician and medical staff users, independent practice and medical enterprise administrators, healthcare associations, municipal and government healthcare administrators, pharmaceutical brand managers and their agencies, strategic partners and content providers, general market healthcare IT and pharmaceutical industry executives, and internal executives and employees.
  • Managing and executing against channel-specific marketing calendars to drive effective demand generation programs and ensure the successful achievement of sales and marketing goals.
  • Acquiring and leveraging marketplace research/data that can be used to improve sales and marketing communication effectiveness/impact.
  • Producing sales and marketing collateral, including sales presentations, product sheets, case studies and other marketing content that enables communication differentiation of product functionality and enhances sales force effectiveness.

Qualifications

  • Bachelor’s Degree in Business Administration, Marketing, or related field.
  • MBA a plus but not a requirement.
  • 6+ years of overall sales and/or marketing experience.
  • Experience in consultative roles a strong plus.
  • Hands-on experience with Challenger Sales and Customer methodologies.
  • Applied and strong knowledge of demand generation, marketing automation and sales enablement platforms.
  • Experience using account-based marketing (ABM) tools is a strong plus.
  • Deep understanding of healthcare IT, and especially medication management a plus.
  • Exceptional communicator – demonstrates high-impact verbal and written communication skills. Ability to engage internal and external stakeholders, set clear expectations and manage needs/deliverables effectively.
  • Strategic thinker – views marketplace at a high level in order to define and deliver tactics that drive brand/product awareness, product sales and product adoption.
  • Creative thinker – proven ability to solve problems and meet marketplace challenges using traditional and non-traditional methods.
  • Effective influencer – relies on their good ideas and collaborative style, not their title, to influence and direct internal and external teams to achieve desired outcomes.
  • Self-starter – exhibits a can-do, team-oriented demeanor. Well organized and able to work effectively on multiple projects and project types, in a timely manner, with limited management oversight.
  • Curious mind – strongly believes in continuous education and relentlessly pursues knowledge and excellence both in subjects of professional and personal interest.

All interested candidates must submit a resume as well as two or three examples of Challenger-style communication – either in a marketing or sales setting – from a previous employer.

 

Physical Requirements:

  • 30% standing and moving throughout the office, travel and tradeshows
  • 70% sitting at desk or conference room meetings in office environment