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Whatis the major objective or biggest challenge?
Develop the webinar channel to generate leads from prospects who fall under the ICP. Be the owner of the webinar channel & be responsible for the end to end process of ideation to execution of the webinars across different audiences. Work with the key content generators in product marketing & partner marketing to host & publicize webinars catered towards prospects, existing customers & partners.
Build a social media plan to publish content via Twitter & Linkedin & generate net new leads & increase the number of followers in each of these channels. Also, engage with the current followers in these channels via tweets & posts. This person would need to integrate the social media channel as part of the integrated demand generation plan across multiple campaigns.
What does the person need to do to be successful?
Work closely with the product marketing & partner marketing team to identify the webinars across multiple audiences & maintain a calendar of the webinars. Own & manage the end to end process of webinars execution. This individual should have previous experience managing webinars end to end with internal as well as partners. They will act as the project manager & lead all aspects of the webinars including configuration on the ON24 platform, dry runs, emails, social posts & post webinar lead followup. Increase the number of registrants & attendees to our webinars,
Grow the social media channel followers on Linkedin & Twitter, create a social media plan & calendar of posts integrated with all campaigns run by the DG team.
In order to successfully manage these channels, this person will need to have strong project management skills, excellent communication skills & writing experience. They should be able to work efficiently across cross-functional teams & have attention to detail.
What needs to be done first?
Review the current webinars that are on Jitterbit resources & evaluate the metrics for the webinars till date & understand the lay of the land.
For social media, review the current Linkedin & Twitter channels & understand the current posting & cadence of it. Review Hootsuite & see how it is utilized in the organization for social media. Review the martech stack related to webinars & social media & look at areas that can be improved.
Establish the relationship with product marketing & partner marketing to understand the webinar target audience & create a webinar calendar.
What's the biggest technical challenge?
Review the metrics from webinars & social media & look into the attribution. What leads & opps were created as a direct result of these channels & what were influenced leads & opps. Look into attribution models to understand how webinars & social media plays a role in influencing the customer lifecycle.
What does strong team skills mean?
The ability to work with multiple stakeholders to be able to manage each webinar project end to end. Work with partner teams to create & manage webinars with key partner speakers. Also work across timezones to schedule webinars for the EMEA team form time to time. Work with other members of the demand generation team for certain deliverables across design, email, advertising, technical integration & metrics tracking.
Define the problems that need to be solved:
We do not have an owner for the webinar channel currently. We do around 25-30 webinars a year & they are a key channel to engage with prospects, customers & partners. We need to have a person who has managed webinars end to end, worked with multiple stakeholders & can work across cross functional team to execute successful webinars with increased number of registrants, attendees & higher engagement & conversion rates.
For social media, there is no integrated plan on how this channel should be used for integrated campaigns & measured for generating leads & opps. We need to increase our engagement with our current followers on Linkedin & Twitter & also increase our followers since we are lagging behind our competitors.