Job Description

Marketing business function is responsible for guiding prospects & customers throughout their journey with Basware. Through providing thought leading insights, practical advice and a roadmap for automation, in partnership with our Sales function, we enable organizations to simplify operations, spend smarter and drive the transformation of their Finance & Procurement functions. Leveraging industry leading marketing platforms including Hubspot, LeadForensics and many more, we activate multi-channel marketing programs to help prospects get informed, build their business case, select the right-fit solutions, and ensure our customers get the most value from their Basware solutions.

The Senior Manager, Demand Generation is an experienced, data-driven marketer with a proven track record of developing high performing, integrated, marketing programs in a matrixed, international B2B marketing organization. The role is responsible for the strategic planning and development of scalable programs to drive demand across Net New, Customer and Partner segments, globally and across specific regions.

In alignment with Basware’s growth targets, from which the Demand Generation teams targets are derived, the role will support the development of marketing campaigns, including defining the end-to-end marketing strategy and mix for those programs, with a Global-First mindset.

The role will report directly into the VP, Global Demand Generation and act as a strategic marketing partner for sales leaders. You will work closely with the rest of the Global DG Team, as well as Sales Leaders and their teams, Proposition Marketing, Data & Operations and the BDR team to plan, develop, execute, measure and optimize multi-channel demand generating programs (digital, campaigns, events etc.), across the full marketing mix, in alignment with overall DG and regional priorities and targets. You will work closely with senior sales leaders and their teams to understand their needs and targets and translate these into actionable marketing activities with your team. The role collaborates closely with the rest of the Marketing team, especially BDR and Sales to drive consistency and scale across our sales & marketing approach, with a relentless focus on delivering the leads, MQL's, Pipeline and ultimately ARR, we require.

In this role, we would expect you to be able take on the following responsibilities:

• Lead the end-to-end planning and development of demand generating marketing programs that engage NN Prospects, Customers and Partners through their buying journey
• Build Demand Generation strategy and programmes that delivers scalable, sustainable results across our markets, focusing on pipeline generation, pipeline quality and sales cycle acceleration
• Ensure all Demand Generation programs are insight-driven, audience-led, aligned to our ICP and supportive of our strategy and growth objectives
• Create a cross-functional program approach for demand generation engaging sales, product, and other relevant stakeholders to create a unified approach to our growth efforts
• Be a trusted partner and foster strong working relationships with Sales teams to ensure marketing activities are delivering on sales objectives. Understand territory plans and align marketing activities to these.
• Drive annual and quarterly planning to ensure your campaigns and activities us an optimal channel mix, have clear deliverables, drive maximum ROI and ultimately create the required pipeline that is aligned to ARR
• Play a role in developing a common set of KPIs by which the wider marketing organization will measure success in demand generation, including pipeline quality metrics through the funnel
• Create a testing framework, and identify and test new channels and tactics, working closely with Channel / Media Planning and Data Ops to measure and optimize results
• Slice, dice, and analyze data to create a segmented approach to drive engagement across multiple audiences and buyer/user personas
• Ensure that the demand generating activities can consistently deliver leads into the Global BDR function, at a level that ensures we meet our pipeline value and pipeline quality targets
• Identify and test new initiatives and tactics, and collaborate with Proposition Marketing to continually think of new demand generating marketing programs
• Performance reporting, budget, and data management
• In depth understanding of ROI from demand generation activities to continuously drive optimization

Work with great people

Skills & Requirements

To thrive and succeed in this role, we are looking for the following skills and attributes:

• Senior experience in a B2B marketing role with proven experience delivering revenue growth through demand generation marketing programs, in an international environment across multiple markets
• Experience leading growth marketing campaigns, through longstanding, continuously optimized, multi-channel programs
• Digitally savvy, modern marketer with extensive knowledge of multi-channel programs
• Strategic and creative mind with a thorough understanding of the prospect and customer journey and the trigger points in the buying lifecycle
• A thorough understanding of the details of execution, and ability to create a thorough, comprehensive brief to ensure execution of programs on-brief, on-time, and on-budget
• Ability to create a program from conception, gaining commitment and engaging stakeholders throughout the process
• Excellent communication skills, including ability to influence and gain buy-in at senior levels and articulate a compelling vision for key programs as it relates to long-term business objectives.
• Proven ability to collaborate across marketing, sales, product, CS and other functional teams to drive towards a common goal
• Skilled project manager, with ability to successfully manage multiple priorities in a global organization
• Data-oriented and analytical, always looking for insights that will drive and improve performance and a good understanding of funnel metrics, measurement, and campaign performance
• Understands how working with Inside Sales / BDR's can drive both Inbound and Outbound Lead Generation

This role is part of the Global Demand Generation Marketing Team but focuses on our Central Europe Region consisting of Belgium, Netherlands and DACH. We offer a hybrid work model with a combination of working remotely and at one of our Germany offices based in Munich or Dusseldorf. For this role, we require German as your native language, as well as being able to operate in fluent English. Being able to speak Dutch is also an advantage.

What we offer:

• 30 days vacation per annum (based on full time positions)
• Incentive/bonus program
• Access to wellbeing services such as HeiaHeia and Auntie
• Contribution to private pension insurance of €150 (for full time positions post probationary period)
• Business bike opportunity (post probationary period)
• Lunch vouchers (for hybrid or office-based employees)
• Team events (Christmas/summer party, get-togethers etc.)
• Free coffee, tea and water, fruits

LI-Hybrid

Great Place to Work

• We embrace a growth mindset.

• We empower through accountability.

• We dare to try.

• We value every individual.