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Appian // business process management
Marketing, Full Time    McLean, VA    Posted: Wednesday, January 13, 2021
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Appian, a recognized leader in low code automation, provides a new way to make applications enabling companies to quickly adapt to change. We help organizations automate & transform their business by creating new apps from scratch, or by connecting & enhancing legacy applications all up to 20X faster than traditional development. We combine people, technologies & data in a single workflow to maximize their resources & improve business results.

Reporting to the Senior Director of Marketing Operations, the Marketing Program Manager for Webinars & Content Syndication (OCS)  is responsible for developing & executing a clearly defined program strategy for webinars & OCS programs.  This position is responsible for identifying & improving inefficiencies in the current process, increasing outreach & participation, developing & implementing webinar & OCS guidelines & providing logistical support in an effort to generate leads, establish thought leadership & improve customer satisfaction radiation efforts.

What youll be doing...

Webinar Management:

  • Develop a global webinar strategy that supports the marketing goal to help build pipeline with both new & existing customers
  • Ensure the global plan incorporates regional differences & enables success at the local level.
  • Plan, manage, coordinate & execute all webinars programs & initiatives.
  • Develop & implement guidelines & protocols for conducting webinars.  
  • Create, maintain & execute a webinar schedule.  
  • Organize registration & follow up for each webinar.  
  • Work closely with other marketing organizations to ensure the successful promotion of all webinars.  
  • Ensure sales has the information & materials needed to follow up with all webinar leads
  • Develop benchmark criteria to measure the effectiveness of the webinar program & implement improvements as required.
  • Collaborate with internal stakeholders (marketing, sales, customer support, product management, etc.) & provide support for their initiatives.  
  • Measure the success of each webinar & report the results to management.  
  • Educate staff & prepare key messaging & presentation material.  
  • Work with speakers & marketing to determine the most important points to market the webinar.  
  • Review presentation materials & offer feedback to speakers.  
  • Provide training to presenters & organize the pre conference planning call.  
  • Conduct webinar promotions to drive audience registration (banner ads, Google Ad campaigns, social media, co-marketing, email marketing, etc.).  
  • Post webinar surveys, polls & act as a moderator (if necessary).  
  • Record webinar sessions & edit audio for on-demand webinars.  
  • Distribute presentations & participate in conversations across a variety of channels (Online & Offline including social media properties).  
  • Follow up execution for both webinar registrants & attendees & make sure that immediate hand raisers are handed off to sales in a timely manner.  
  • Develop unique value propositions & business partnerships that are targeted toward key customer segments.

Content Syndication Management:

  • Ensure a global strategy that translates into regional program selection & success
  • Plan, manage & execute all content syndication programs
  • Select appropriate content syndication providers for worldwide & regional programs
  • Work closely with content creators to ensure the most effective content is used 
  • Rotate content on a frequent basis to ensure fresh content is available for leads
  • Perform A/B Testing with content & syndication providers to ensure the best programs to gain high quality leads.
  • Ensure the sales team has the information & material needed to follow up with content syndication leads
  • Educate sales on the benefits of content syndication for new & radiation opportunity creation
  • Develop benchmark criteria to measure the effectiveness of the content syndication programs & implement improvements as required.
  • Collaborate with internal stakeholders (marketing, sales, customer support, product management, etc.) & provide support for their initiatives.  
  • Measure the success of each content syndication program & report the results to management.  


  • 5+ years marketing programs experience
  • 3+ years managing & executing webinars
  • 3+ years experience managing content syndication or other related lead generation programs
  • 3+ years experience working with Salesforce or a related CRM
  • Minimum of a Bachelors Degree is required
  • Strong attention to detail
  • Ability to manage many tasks simultaneously
  • Experience using Salesforce for report & dashboard creation, preferred
  • Strong understanding of Enterprise Sales processes to ensure enablement for AEs on Marketing / Sales joint initiatives, preferred
  • Ability to effectively communicate issues & resolve problems at all levels of the organization
  • Experience documenting & analyzing processes, procedures, and/or policies
  • Ability to handle a full workload & meet deadlines

Appian Corporation is an equal opportunity/affirmative action employer. All qualified applicants will receive consideration for employment without regard to sex, gender identity, sexual orientation, race, color, religion, national origin, disability, protected Veteran status, age, or any other characteristic protected by law. Further, Appian will not discriminate against applicants for inquiring about, discussing or disclosing their pay or, in certain circumstances, the pay of their coworker, Pay Transparency Nondiscrimination.  

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