Job Description

Team: Global Marketing Performance, Data & Technology (COE)Role: Campaign Operations Management - Lead & Nurture Specialist

• Level: M/SM

• Experience Range: 7+ years in B2B marketing

• Location: India

Role description:The Lead & Nurture Operations Specialist (LNO) is responsible for end-to-end lead management processes and performance resulting from field marketing activity across the business. As subject expert they will provide operational support and tracking from lead capture through to sales hand-off and associated MQL to SQL reporting.LNO will also have accountability for the leverage and engagement of Cognizantxe2x80x99s marketing contact database. This includes the creation and execution of effective contextual nurture programs targeting relevant contact segments through to keeping oversight of contact level nurture scoring.The LNO works closely with Campaign operations supporting Field marketing teams and Sales Operations teams to manage and track lead flow through all marketing channels. The LNO will own provision of timely lead reports to marketing team stakeholders that assist Marketing leaders drive campaign outcomes to meet business objectives.Key responsibilities:

• Be the expert on marketing technologies used for prospect acquisition and customer marketing programs, including marketing automation, CRM lead management, ABM platforms, digital (web, programmatic, social), event technology, and data intelligence tools.

• Utilise core marketing & sales-enablement technologies to help field teams drive program success through effective end to end lead management.

• Consult on the build and activation of contact nuture programs via marketing automation, CRM lead management, ABM platforms, digital (web, programmatic, social), and event tools.

• Work with Campaign & Media management teams to maintain scalable processes for lead/account scoring, lead tracking, lead attribution, segmentation and close the loop management.

• Develop and implement right lead nurturing strategies with a mix of helpful content/CTAs to engage potential leads and move them through the sales funnel.

• Repurpose existing and compelling content, including blog posts, ebooks, whitepapers, and case studies, to educate and nurture leads.

• Continuously analyze and optimize lead nurturing campaigns based on data-driven insights.

• Comfortability with managing multiple programs and cross markets simultaneously and constantly prioritizing projects to create an effective digital journey for the intended audience.

• Create best practices of successful campaigns.

• Educate and support field marketing colleagues with training on Cognizant marketing best practices to achieve operational consistency.

• Gather and share insights that to drive and inform field marketing of lead and nurture campaign performance.

xc2xb7 Proactively stay ahead of next-generation B2B demand generation and marketing automation best practices including AI and ML use cases.

• Ensure compliance with data privacy standards including geo-requirements such as Opt-in rules, E-privacy and GDPR.

• Maintain integrity of the marketing database and segmentation to ensure proper data utilisation and contextual contact engagement xe2x80x93 establish best practice for contact data engagement.

xc2xb7 Generate lead, campaign and contact reports for business impact and marketing ROI on a timely basis xe2x80x93 prepare insights for reporting.xc2xb7 Work closely with CMO teams, Digital field teams and management to share funnel conversion improvement ideas - present results and feedback.Key requirements and relevant experience:

• Degree in marketing, business administration or related field.

• Min. 7 years relevant B2B experience aligned with full funnel marketing performance & operations.

• Expertise in campaign planning, analysis and reporting, lead management, process development - certifications in PMP, SixSigma or similar.

• Strong understanding of lead generation and lead nurturing principles and strategies.

• Proficiency with marketing automation and relevant data visualisation tools including Salesforce, 6Sense, Power BI and Tableau.

• Familiar with putting together data from multiple sources to tell story xe2x80x93 executive level reporting.

• Possess excellent analytical skills and leverage data, metrics, analytics, behaviour trends to drive actionable insights and recommendations xe2x80x93 experience in BI and analytics tools is a must.

• Strategic, goal oriented, open-minded, curious, and strong problem solver.

• Proficiency in presentation, written and verbal communication including ability to express complex concepts in a clear and concise manner xe2x80x93 able to lead large scale team meetings.

Relevant knowledge and certifications:

• CRM: SDFC DBA Admin

• Analytics: Tableau CRM & Einstein discovery consultant

• Marketing Automation: Marketo, Pardot or Hubspot

• Web & SEM: Google Analytics, Adobe analytics,

• ABM analytics: 6Sense

• Event platforms xe2x80x93 Cvent, ON24, Zoom, Teams.

Cognizant