Sr. Product Marketing Manager

PRODUCT GTM
• Partner with Product, Marketing, and Sales to develop positioning, messaging and GTM plans and launch new products to the market. Run integrated campaigns with channels including web, paid, KB, social, email, in-app for 50,000 impressions, and 150,000 email opens to enable Apollo users on our latest products.
• Oversee storytelling positioning and messaging for existing automation features (like Analytics, Rules Engine, Autopilot) and new features (like Plays) to garner 75,000 impressions and 200,000 email opens in total across >4 feature campaigns / semester.
• Run all product feature launches L0-L3 in product lane activating on 100% of defined channels and driving a 40% increase in product awareness and a 15% increase in product adoption by 3 months after each launch CORE PRODUCT MARKETING
• Head Wall-to-Wall adoption storytelling, positioning and messaging, persona & ICP development — along with content creation to improve applicable web surface conversions by 5% in 6 months
• Contribute to product pages with a team total increase in conversions on product pages by 5% in the first 12 months from ~4% to ~9%
SALES STRATEGY
• Develop sales plays, research, content, and process improvements that drive a total close rate improvement of 10% by developing product positioning, persona development, and sales collateral (>5 new buyer assets) in 6 months
• Run marketing initiatives that drive $500,000 in assisted pipeline from marketing-owned channels (Organic & Paid) across over 300 SQOs, and at least 50 deal closes >$3,500 in the first year with 75% of deals including PMM collateral
• Provide deal support on over 5 deals with competitors in live meetings, with 5 take-down closes over $20K in first year
ACQUISITION
• Support wall-to-wall adoption plays along with DG to support the acquisition of 10,000 monthly signups from programming in the first quarter
• Build and optimize existing product pages around intelligence features to reduce bounce rates by 10% in first-quarter after going live
• Run marketing tests and campaigns that garner >5,000 demo requests in the first 6 months
• Test 2 new marketing channels leveraging product messaging to create a 5% increase in total impressions in 90 days
 
RESPONSIBILITIES 
• Strategically build and support positioning and messaging (product positioning, solutions building, use case positioning, persona building, value prop, and value statements)
• Run competitive intelligence and strategy (battle cards, slides, comp web pages, pitch support, datasheets)
• Head product launches (run tiered product launches, coordinate all deliverables, manage a project plan, collaborate with Product/Growth)
• Build BOFU content (datasheets, use cases, case studies, ROI sheet)
• Support sales enablement ( build slides, write support for objection handling, build playbooks and decks) • Improve traffic and conversions on the website for greater signups