Vice President, Global Demand Generation
Experienced Hire Marketing McLean, Virginia
Here at Appian, our core values of Respect, Work to Impact, Ambition, and Constructive Dissent & Resolution define who we are. In short, this means we constantly seek to understand the best for our customers, we go beyond completion in our work, we strive for excellence with intensity, and we embrace candid communication. These values guide our actions and shape our culture every day. When you join Appian, you'll be part of a passionate team that's dedicated to accomplishing hard things.
VP Global Demand Generation
About the Role:
- Set and implement the growth marketing strategy for our global teams (North America Commercial, NA Public Sector, EMEA and APJ) business including programs focused on demand generation - new customer acquisition, as well as customer expansion.
- Work closely with our Digital Marketing, Customer Marketing, Content, and Industry/Product Marketing teams to develop, implement and measure GTM programs for pipeline creation and acceleration.
- Develop and execute account, segment and field based marketing strategies focused on industry specific value propositions as well as product centered use cases.
- Execute and develop ABX (Account Based Experience) programs and measurement and continuous improvement. Implement account based marketing programs aligned with our sales goals to expand our relationships and business with targeted existing customers.
- Build and implement persona based marketing programs by Theater that span Executives, Director/Line of Business leader, as well as developer/ practitioner roles. Work closely with Marketing teams to refine and execute these programs.
- Lead Partner marketing across theaters to partner sourced demand.
- Work collaboratively with Marketing leaders and teams, Rev Ops, Sales, Partners and Customer Success teams in North America.
- Regularly manage and review pipeline performance metrics with key stakeholders, including leaders and analyze ROI by campaign, channel, segment and source in order to improve lead and pipeline quality.
- Oversee and manage a team of high performing marketers focused on growing our commercial business across multiple industries and within IT departments (executives, leaders, and developers).
- Manage the department budget and make ROI centered decisions for near term and future investments.
- Work closely with Customer Marketing to highlight and promote regional customer success stories.
About You:
- Bachelor's Degree required
- 12+ years global B2B demand generation experience within an enterprise software/SaaS environment
- Proven success with account based marketing strategy and execution
- Confident with B2B software marketing performance KPIs and optimisations
- Experienced in crafting and executing results-driven marketing campaigns and programs
- Proven success in working collaboratively with Sales, Customer Marketing, Digital Marketing, Product Marketing, and Customer Success
- Critical thinking, problem solving skills, hands-on approach
- Strong data driven and analysis skills to measure and adjust demand generation priorities
- Excellent organizational skills
- Strong verbal and written communication skills
- Experienced in using CRM and Marketing Automation systems/tools
- Experience in leading global teams and professional development of team members
About Appian
Appian is a software company that automates business processes. The Appian AI-Powered Process Platform includes everything you need to design, automate, and optimize even the most complex processes, from start to finish. The world's most innovative organizations trust Appian to improve their workflows, unify data, and optimize operations—resulting in better growth and superior customer experiences. For more information, visit appian.com. [Nasdaq: APPN]
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