Career Development

What Does a Demand Generation Manager Do?

Find out what a demand generation manager does, how to get this job, and what it takes to succeed as a demand generation manager.

A demand generation manager is responsible for creating and executing marketing campaigns designed to attract new customers. They may work with a variety of different teams, including sales, customer service, product development, etc., to develop strategies that will help their company grow.

Demand generation managers are often tasked with developing innovative ways to reach potential customers. This might include anything from launching an advertising campaign on social media platforms to hosting events in local communities.

Demand Generation Manager Job Duties

A demand generation manager typically has a wide range of responsibilities, which can include:

  • Developing strategies to increase lead generation through effective marketing strategies such as SEO, SEM, social media, email marketing, etc.
  • Managing relationships with key partners such as advertising agencies, public relations firms, web designers, etc. to ensure effective collaboration during lead generation campaigns
  • Evaluating the performance of marketing campaigns to determine their effectiveness and make necessary adjustments to improve results
  • Creating an action plan to improve lead generation efforts based on market research or sales data analysis
  • Identifying potential customers using marketing databases, business directories, and social media sites such as LinkedIn and Facebook
  • Developing and implementing lead generation strategies based on company objectives, including identifying new markets for expansion
  • Monitoring activities related to lead generation campaigns to ensure that they are running smoothly and effectively
  • Coordinating with marketing team members to create marketing materials such as brochures and infomercials
  • Managing a team of sales representatives who are responsible for generating new leads for the company’s products or services

Demand Generation Manager Salary & Outlook

Demand generation managers’ salaries vary depending on their level of education, years of experience, and the size and industry of the company. They may also earn additional compensation in the form of commissions and bonuses.

  • Median Annual Salary: $96,036 ($46.17/hour)
  • Top 10% Annual Salary: $145,000 ($69.71/hour)

The employment of demand generation managers is expected to grow faster than average over the next decade.

Demand generation managers will be needed to help companies find new customers and markets for their products and services. As more companies recognize the importance of digital marketing, demand generation managers will be needed to oversee these efforts.

Demand Generation Manager Job Requirements

A demand generation manager typically needs the following qualifications:

Education: Most demand generation managers have a bachelor’s degree in marketing, advertising or a related field. Some companies prefer to hire candidates with a master’s degree in marketing or business administration with a marketing concentration.

Many demand generation managers also have a background in sales. Some companies prefer to hire candidates with a background in direct sales, such as experience in sales or telemarketing.

Training & Experience: Demand generation managers typically receive on-the-job training in their role. This training may include learning about the company’s products and services, the company’s marketing strategies and the company’s sales process. The training may also include learning about the company’s marketing automation software and how to use it to generate leads.

Demand generation managers who want to pursue a career in marketing may choose to pursue training in marketing and sales. There are many online courses and seminars that can help you learn more about marketing and sales.

Certifications & Licenses: There are several certification programs demand generation managers can obtain to improve their skills and increase their earning potential.

Demand Generation Manager Skills

Demand generation managers need the following skills in order to be successful:

Communication: Communication is the act of conveying information through speech, writing or other methods. As a demand generation manager, you may be responsible for communicating with clients, colleagues and other stakeholders. Strong communication skills can help you convey information clearly and answer questions. You may also use communication skills to create marketing campaigns and other materials.

Marketing: A demand generation manager often works with marketing teams to develop strategies for attracting new customers. This role requires knowledge of marketing tactics, including how to create effective advertisements, design marketing campaigns and analyze the success of marketing efforts. A demand generation manager might also work with a marketing team to develop a sales funnel, which is a series of steps a customer takes to make a purchase.

Strategic thinking: A demand generation manager uses strategic thinking to develop and implement marketing campaigns and initiatives that help their organization meet its sales goals. They use strategic thinking to develop a plan for generating demand for a product or service and to determine the best ways to reach potential customers. Strategic thinking also helps them identify and evaluate new technologies and marketing channels that can help their company grow.

Relationship building: Relationship building is the ability to form and maintain positive relationships with others. As a demand generation manager, you may be responsible for maintaining relationships with clients, colleagues and other stakeholders. Relationship building can help you develop trust and understanding with others, which can help you collaborate and work together to achieve common goals.

Data analysis: Data analysis is the ability to interpret information and draw conclusions from it. As a demand generation manager, you use data analysis to determine the best strategies for generating leads and increasing sales. You may use data analysis to evaluate the success of your marketing campaigns and make adjustments to improve them.

Demand Generation Manager Work Environment

The demand generation manager works in an office environment and typically works a regular 40-hour week. However, the job may require working additional hours to meet deadlines or to accommodate the schedules of international clients. The demand generation manager may also travel to attend conferences or to meet with clients. The job is generally fast-paced and deadline-oriented, and the demand generation manager must be able to handle multiple tasks simultaneously. The job may be stressful at times, but the demand generation manager typically works as part of a team and has a high degree of autonomy in planning and executing marketing campaigns.

Demand Generation Manager Trends

Here are three trends influencing how demand generation managers work. Demand generation managers will need to stay up-to-date on these developments to keep their skills relevant and maintain a competitive advantage in the workplace.

The Need for a More Integrated Approach to Marketing

The marketing industry is changing rapidly, and businesses are beginning to realize the importance of an integrated approach to marketing. This means that demand generation managers will need to be able to work closely with other departments, such as sales and product development, in order to create a more cohesive strategy.

In order to be successful, demand generation managers will need to be able to understand the needs of their customers and develop strategies that meet those needs. They will also need to be able to track and measure the success of their campaigns so that they can be improved over time.

More Focus on Digital Marketing

As digital marketing becomes more important, businesses are starting to focus on hiring professionals who have expertise in this area. This is because digital marketing allows businesses to reach a wider audience and is often cheaper and easier to manage than traditional marketing methods.

Demand generation managers can capitalize on this trend by becoming experts in digital marketing techniques. This includes understanding how to use social media, search engine optimization, and email marketing to reach potential customers.

A Greater Emphasis on Customer Experience

Customer experience has become increasingly important in recent years, as businesses have realized that it is essential to providing a positive experience for customers.

This trend is having a significant impact on the demand generation profession, as professionals in this field are responsible for creating and managing campaigns that promote a positive customer experience. By understanding the importance of customer experience and how to create campaigns that promote it, demand generation professionals can help their company achieve greater success.

How to Become a Demand Generation Manager

A career as a demand generation manager can be incredibly rewarding. It offers the opportunity to work with a variety of teams and departments, and to see the impact your work has on the business overall.

To become a successful demand generation manager, it’s important to have a strong understanding of marketing and sales processes. You should also be able to effectively communicate with both technical and non-technical audiences. Additionally, it’s helpful if you have experience in project management or customer service.

Related: How to Write a Demand Generation Manager Resume

Advancement Prospects

The demand generation manager is responsible for creating and executing marketing programs that generate demand for a company’s products or services. This may involve developing and managing lead generation campaigns, conducting market research, and working with sales teams to identify and target potential customers.

As a demand generation manager, you will need to have strong analytical and project management skills. You should also be able to work effectively with other marketing and sales professionals. With experience, you may be able to move into a senior marketing position or a management role.

Demand Generation Manager Job Description Example

The demand generation manager will be responsible for the creation and execution of lead generation campaigns that support the sales pipeline and business objectives. The demand generation manager will work closely with the marketing, sales, and product teams to develop targeted campaigns that generate awareness, interest, and demand for our products and services. The ideal candidate will have experience managing end-to-end lead generation campaigns, from planning and budgeting to execution and analysis. He or she will be a strategic thinker with a track record of designing and executing successful campaigns that generate results.

Duties & Responsibilities

  • Develop and execute integrated marketing plans that generate demand and accelerate sales pipeline velocity for the assigned product(s)
  • Work closely with field marketing, product marketing, sales, and other stakeholders to develop and implement programs that drive awareness, engagement, and conversion
  • Serve as the primary day-to-day contact and project manager for all things demand generation, ensuring timely and accurate execution of all campaigns and programs
  • Create, manage, and optimize lead nurturing programs that move prospects through the funnel from initial engagement to qualified opportunity
  • Analyze data and campaign results on a regular basis, making recommendations for optimization and improvements
  • Stay up-to-date on latest industry trends and best practices, sharing insights and ideas with team members
  • Develop strong relationships with key agency partners, managing projects and deliverables to ensure high quality and timely execution
  • Manage budgets for all demand generation initiatives, ensuring efficient and effective use of resources
  • Write and edit copy for various marketing collateral, including emails, landing pages, website content, white papers, and more
  • Design and oversee execution of targeted email campaigns, working with internal teams and outside vendors as needed
  • Plan and manage webinars, trade shows, and other events, both virtual and in-person
  • Generate monthly reports detailing progress against objectives and KPIs

Required Skills and Qualifications

  • Bachelor’s degree in marketing, business, or related field
  • 5+ years experience in marketing, with a focus on demand generation
  • Proven track record of success in designing and executing integrated marketing campaigns
  • Experience with marketing automation software (HubSpot, Marketo, Pardot, etc.)
  • Strong analytical skills, with experience measuring and reporting on campaign performance
  • Excellent communication, writing, and project management skills

Preferred Skills and Qualifications

  • Master’s degree in marketing, business, or related field
  • 7+ years experience in marketing, with a focus on demand generation
  • Experience working in a fast-paced, high-growth environment
  • Experience with Salesforce or other CRM software
  • Advanced skills in Excel and PowerPoint

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