This blog post is the fourth of five in a series about what goes on in the various departments at Social123. Our company is made up of innovators and leaders that all come together to create and promote an industry-leading product in the contact data space. These blogs are meant to give you an inside look of what goes on behind the scenes of our powerhouse company! Enjoy!
As a demand gen marketer, I find sitting down and writing a blog post terrifying. This may be surprising because I can sit down and hustle out emails all day long but a blog post? Whole other story. So, after pushing off the start date for as long as I could, I will now take you on a journey through a typical day in the life of a demand gen manager at Social123. Brace yourself.
For starters, I sit in a cube alongside some of our sales reps and BDRs. Everything you have ever heard about sales and marketing relationships is true…. but alongside them has made me a better marketer.
First thing on the agenda, assign out all MQLs (??) that came in after hours. This provides sales with the opportunity to call on prospects who already have some sort of knowledge of our product. The best types of leads are the ones who reach out to us because they’re already interested! It also gives us, in marketing, a sense of pride because we’re the reason they took the time to fill out that form or request a demo on our website.
For the next couple of hours, I take the time to slam out email drafts for our upcoming pre and post show event messages. This Friday is a little different since we FINALLY have some down time in terms of shows. May has been a blur. Just to paint the picture, we’ve sponsored/attended TEN events in the short four months since February (and that’s not even all the events we’re going to this year). We have 2 more events in June to round out the first half of the year, but once those are over, our next big event is in August which is nice because it gives me time to focus on post show emails versus juggling pre and post show emails together.
On top of event emails, I’ve also drafted up emails to send to our lead nurture list and other prospects. For those of you who aren’t aware of leads and nurturing, it’s the list of previous leads who we send emails to that include our most recent content or even our newsletter to keep us top of mind. Prospecting emails are our way of assisting sales with setting demos. There’s that #MarketingAndSalesAlignment. At any given time, I’m managing about 20+ tracks of email nurtures from event marketing to regular corporate marketing to customer marketing. I know, my list management skills and suppressions are crazy and not for the faint of heart.
I also manage our entire contact database and clean it regularly. Not to mention, I’m the queen of Pardot since I manage the forms and landing pages that correspond to each email. Being queen means I understand what type of content should go out with each message, which leads me to micro segmentation. When it comes to emails, micro segmentation is important because we want to make sure the right content goes to people who would value it the most. For instance, when sending out a piece of content about account-based marketing (ABM), I use our app to pull a targeted list based on contacts who have listed ABM as one of their skills. Thus, the piece is relevant to the recipients. Micro segmentation for the win!
Now, at this point it must sound like all I do is send emails. While that’s a good chunk of my job description, there’s still a lot more to the role. For instance, I also organize all the travel and hotel bookings for events. I strategically plan when each team member will arrive on site and when they leave and I also make sure they have a room to stay in. I’m also in charge of registration. I make sure that our team members are registered and assign them with either a full conference pass or a booth pass.
Registration, travel, and hotel aside, I’m also in charge of the team schedule. I create a document listing when everyone arrives and where they’re staying and when everyone needs to be at the booth and when they should be at a client’s party and when they have a 1:1 meeting with a prospect and what’s going on during the show. Basically I have all the power! (Just kidding… maybe.)
Another thing that I get to do is order swag for the office, as well as customers and prospects. I’ve been in charge of ordering company t-shirts with our #NiceDaaS hashtag and I’d like to say they’re pretty awesome! Everyone in the office seems to love them so I’m obviously fantastic at picking out apparel!
In the end, when you’re in marketing, you really do a little bit of everything. As I said, most of my job involves email, lead assignment, and database management but there are also other parts where I get to step outside of email campaigns and work on event logistics or office apparel. Needless to say, there’s never a dull day in the office!
If you’re in a demand gen role, I would love to hear about what you do on a daily basis!