Customer Marketing Manager

Overview

Position Description

3 Reasons You Will Love This Job

• You’ll inherit an existing customer marketing practice that has been established over the last 2 years. You get to take that foundation and build upon it.
• PeopleGrove customers are happy. They love the product. They love the company. There are many success stories to share. You get to create the story arcs, creatively write and produce this content, then enable teams to use it effectively.
• You have a visible role. Customer Marketing is a key role on the marketing team and across the company. You’ll be surprised how many friends you make on day one when you arrive with your skill set.

Your Hand in Guiding Strategy

• Develop and manage annual marketing calendars including monthly communications, events/webinars, customer community, customer stories/case studies, and awareness programs. All efforts will have benchmarks and measurable results.
• Strategize with your partners in brand marketing, demand generation, product development, and customer success. Your unique perspective on what makes customers successful impacts all these areas.
• Play a key role in user growth, revenue retention, and revenue expansion and the influence your efforts have on these related KPIs.

Customer Lifecycle: Adoption, Retention, Expansion

• Responsible for developing end-to-end buyer lifecycle initiatives, understanding which activities have the most impact and return on effort.
• Design an effective lifecycle strategy that increases on-campus product adoption and retention throughout the customer journey
• Collaborate with fellow marketers to create customer communication calendars and programs that focus on post-sale marketing activities
• Ensure customer messaging aligns with overall goals for retention and product adoption
• Educate customers on core product functions, market developments, industry best practices, and participate in GTM planning
• Partner with CS, product, and marketing teams to gain understanding of what is driving user adoption across our platform
• Get familiar with our tech stack including Hubspot, enable.us, Salesforce, Vitally. Use data in these systems to plan, execute, and measure your impact.
• Strategize and support your marketing team on brand marketing, product marketing, demand generation, and the role customer voice plays in the overall mix
• Identify key, measurable metrics for all lifecycle programs. Tie your metrics to company KPIs.
• Develop customer marketing playbook including procedures, monthly and quarterly KPIs
• Lead the cross-department collaboration between marketing, product, and customer success teams

Customer Satisfaction, Community, Advocacy

• Drive awareness, share stories of efficacy, and help build a thriving community of advocates.
• Identify ways to grow our customer love across popular review sites such as G2, Capterra, and TrustRadius. We have a massive fan base that’s ripe for this role to ideate campaigns and content initiatives to showcase that sentiment to the rest of the world
• Make customer stories come to life. Identify and develop content for customer stories ranging from case studies, testimonials, filmed narratives, webinars, events, and other ideas we haven’t thought about
• Establish reference and referral programs to help feed our demand gen pipeline
• Collaborate with cross-functional team members to share insights and customer voice
• Share and publicize customer wins with excitement and energy
• Utilize the PeopleGrove customer community to find champions, advocates who can help validate our efficacy in the marketplace. This could include webinars, events, and speaking opportunities

Your Hand in Guiding Strategy

• Help measure the growth, influencer activity, amplification and reach generated from customer marketing. What are appropriate expansion revenue growth targets?
• Strategize with the marketing team on brand marketing, demand generation, and the role customer content plays in the overall mix.
• Play a key role in admin awareness, campus adoption, revenue retention, and revenue expansion.

Qualifications

• 5-7 years B2B marketing experience, preferably in customer marketing or demand generation. Prior positions in marketing SaaS software preferred.
• Exceptional writing and storytelling abilities.
• Proven track record of delighting customers and creating successful marketing programs aimed at customers.
• Experience working with a CRM (Salesforce), marketing automation (Hubspot), and customer health tools (Vitally)
• Vision for tracking return of effort and investment for your work.
• Prior email, case study, and customer story copywriting experience (must provide examples).
• A passion for customers and the ability to understand their journey and experience.
• Experience with campaign testing and long-term ROI analysis.
• Mission oriented; passionate about making an impact in higher education.
• Able to thrive in fast-paced, entrepreneurial environments with changing expectations and responsibilities.
• Exceptional project management skills.
• Comfortable with a largely remote team.
• Ability to check your ego at the door.
• Desire to have fun at work.
• Desire to help create something big.
• People that have worked with you will attest to the above.

Education

• BA/BS degree in Marketing or equivalent discipline.

Sample Interview Questions

• What is Customer Marketing in your own words?
• Why does marketing to customers matter?
• What would make your next job the best job you’ve ever had?
• Explain how you would get familiar with our industry and the persona’s you will be marketing to.
• What are you working on improving about yourself, or learning right now?

Application Requirements

• Apply with your resume.
• Include your LinkedIn profile.
• Be prepared to discuss examples of articles you’ve written, content you’ve created, marketing programs you managed.
• If you have not held a customer marketing role in the past, that doesn’t necessarily exclude you. Share why you will excel as a customer marketer in spite of past titles.
• Candidates may be based anywhere in the continental United States with preference given to California, Nevada, Texas, Florida, Pennsylvania, and Massachusetts (areas where your marketing colleagues reside today).