Product Marketing Manager – Demand Generation
2024-09-20
USA
licor
Primary Work Location
This is a remote based position, in the United States.
Overview
For over 40 years, LI-COR and Onset products have been the trusted monitoring solution for recording accurate and reliable data supporting research initiatives, sustainability efforts and essential commercial business decisions.
Reporting to the Sr. Director of Business Operations, the Product Marketing Manager plays a critical role in driving demand generation by bridging the gap between product development, sales, and marketing. This role requires a strong understanding of the product’s technical features, market positioning, and customer needs across various markets, ensuring that messaging resonates with the target audience and drives lead generation. The successful candidate will collaborate closely with cross-functional teams to create compelling content, marketing collateral, and campaigns that attract, engage, and convert prospects.
Position Responsibilities
Product Positioning and Messaging:
Develop clear and compelling product positioning and messaging that differentiates our products in the market.
Translate complex technical features into customer-centric benefits that drive demand generation.
Ensure consistent messaging across all marketing channels in alignment with overall marketing strategy.
Demand Generation Support:
Collaborate with the marketing team to create product-specific campaigns, content, and materials that drive leads, engagement, and conversion.
Provide technical insights to optimize campaign targeting and segmentation.
Support lead nurturing efforts through product-focused email sequences, webinars, and digital content.
Content Creation:
Develop high-quality content including white papers, case studies, blog posts, webinars, product videos, and technical presentations.
Ensure that all content aligns with demand generation and sales enablement goals.
Sales Enablement:
Create and maintain product collateral, presentations, and sales tools to help the sales team effectively communicate product value propositions.
Train the sales team on product features, positioning, and competitive differentiators to improve sales effectiveness.
Collaboration and Cross-Functional Alignment:
Work closely with product management to understand product roadmaps, new feature releases, and technical specifications.
Partner with the marketing team to ensure demand generation efforts are aligned with sales strategies.
Serve as the product expert in marketing efforts, providing insights and technical expertise to support content development.
Tradeshow Participation:
Coordinate with sales and product teams to ensure aligned messaging and goals for tradeshows.
Attend industry-specific tradeshows and present material supporting the use of data loggers.
Communicate with customers and industry leaders to stay updated on industry trends, customer needs, and the competitive landscape.
Share and identify product gaps and opportunities, providing insights to influence product development and marketing strategies.
Metrics and Optimization:
Track, analyze, and report on the performance of product marketing campaigns and content.
Use data-driven insights to optimize future campaigns and improve product messaging for better results.
Professional Qualifications
3-5 years of experience in product marketing, demand generation, or related roles, preferably in a B2B or technical environment.
Proven success in managing product positioning, content creation, and supporting demand generation initiatives.
Strong technical aptitude with the ability to understand and communicate complex product features to both technical and non-technical audiences.
Strong project management skills with the ability to manage multiple priorities in a fast-paced environment.
Proficiency in marketing automation platforms, CRM systems, and analytics tools.
Experience in the environmental monitoring or IoT industries.
Familiarity with SEO, PPC, and other digital marketing tactics.
Knowledge of lead scoring and nurturing strategies.
This is a remote based position, in the United States.
Overview
For over 40 years, LI-COR and Onset products have been the trusted monitoring solution for recording accurate and reliable data supporting research initiatives, sustainability efforts and essential commercial business decisions.
Reporting to the Sr. Director of Business Operations, the Product Marketing Manager plays a critical role in driving demand generation by bridging the gap between product development, sales, and marketing. This role requires a strong understanding of the product’s technical features, market positioning, and customer needs across various markets, ensuring that messaging resonates with the target audience and drives lead generation. The successful candidate will collaborate closely with cross-functional teams to create compelling content, marketing collateral, and campaigns that attract, engage, and convert prospects.
Position Responsibilities
Product Positioning and Messaging:
Develop clear and compelling product positioning and messaging that differentiates our products in the market.
Translate complex technical features into customer-centric benefits that drive demand generation.
Ensure consistent messaging across all marketing channels in alignment with overall marketing strategy.
Demand Generation Support:
Collaborate with the marketing team to create product-specific campaigns, content, and materials that drive leads, engagement, and conversion.
Provide technical insights to optimize campaign targeting and segmentation.
Support lead nurturing efforts through product-focused email sequences, webinars, and digital content.
Content Creation:
Develop high-quality content including white papers, case studies, blog posts, webinars, product videos, and technical presentations.
Ensure that all content aligns with demand generation and sales enablement goals.
Sales Enablement:
Create and maintain product collateral, presentations, and sales tools to help the sales team effectively communicate product value propositions.
Train the sales team on product features, positioning, and competitive differentiators to improve sales effectiveness.
Collaboration and Cross-Functional Alignment:
Work closely with product management to understand product roadmaps, new feature releases, and technical specifications.
Partner with the marketing team to ensure demand generation efforts are aligned with sales strategies.
Serve as the product expert in marketing efforts, providing insights and technical expertise to support content development.
Tradeshow Participation:
Coordinate with sales and product teams to ensure aligned messaging and goals for tradeshows.
Attend industry-specific tradeshows and present material supporting the use of data loggers.
Communicate with customers and industry leaders to stay updated on industry trends, customer needs, and the competitive landscape.
Share and identify product gaps and opportunities, providing insights to influence product development and marketing strategies.
Metrics and Optimization:
Track, analyze, and report on the performance of product marketing campaigns and content.
Use data-driven insights to optimize future campaigns and improve product messaging for better results.
Professional Qualifications
3-5 years of experience in product marketing, demand generation, or related roles, preferably in a B2B or technical environment.
Proven success in managing product positioning, content creation, and supporting demand generation initiatives.
Strong technical aptitude with the ability to understand and communicate complex product features to both technical and non-technical audiences.
Strong project management skills with the ability to manage multiple priorities in a fast-paced environment.
Proficiency in marketing automation platforms, CRM systems, and analytics tools.
Experience in the environmental monitoring or IoT industries.
Familiarity with SEO, PPC, and other digital marketing tactics.
Knowledge of lead scoring and nurturing strategies.