# Marketing We looked at the stages of the customer lifecycle as a guide to create the marketing team's career path. ## **Demand Generation** ### **Process, team management, strategy** #### **Basic** * Be the gate-keeper for all the tools and reports for demand generation * Create dashboards, reports for all campaigns * Work with the creative team to deliver high-quality collaterals required for such campaigns #### **Intermediate** * Collaborate with the leadership to execute the strategy and programs (lead generation, advertising, sponsorships, events, digital marketing, branding, ...) * Establish closed-loop analytics with sales to understand how our inbound marketing activity turns into customers * Continually refine our process to convert customers * Optimize our marketing automation and lead nurturing processes through email, content, and social channels * Provide short-term market forecasts, reports, and trends to assist in acquisition activities #### Advanced * Work with sales team to set the lead pipeline goals * Manage performance and training of the demand generation teams ### **Research & execution** #### **Basic** * Identify new channels and share insights (secondary research) * Support with tactical tasks assigned for activities (content creation, channels, tools, reports) * Own social channels and increase brand awareness through regular posts * Run campaigns to support various objectives in the marketing funnel and increase site traffic to all landing pages. #### **Intermediate** * Design scientific experiments to grow new leads by converting site traffic * Assess campaign requirements, establish best practices, distribute tasks to execute campaigns with high accuracy and quality * Design competitor strategy to earn share of their prospects’ attention * Build and manage SEO and content strategy for owned properties (including Academy) and set up a long-term growth engine * Own marketing automation tools to improve engagement, conversion, and product retention #### Advanced * Plan quarterly budgets, goals, and framework for objectives and key results * Identify new techniques, methods of inbound marketing and develop teams to execute on such experiments * Forecast trends and set roadmap for new marketing activities * Identify areas and execute plans for improving brand presence (events, PR) that assist in lead generation ## **Product marketing** ### **Strategy & Collaboration** #### **Basic** * NA #### **Intermediate** * Work with the demand generation and product teams to develop core value proposition for different products and personas * Work with sales team to come up with strategy, documentation, and process for product demos * Study competition, deconstruct their messaging and proposition, find and relay our competitive advantage in all collaterals, and scope of improvement to product teams * Work with the product team to refine value proposition, ideal customer profile #### Advanced * Be a guardian of product positioning, messaging, and overall go-to-market strategy * Utilize outside knowledge of the market, product, product strategy, and competition to enable marketing and sales teams * Build Rocketium's brand in the outside world with webinars, events, PR ### **Execution** #### **Basic** * Support in content creation and review * Repurpose content and maintain updated versions in different repositories #### **Intermediate** * Develop high-quality content highlighting product value, benefits, customer testimonials, reviews for enabling the growth team (landing pages, videos, articles) and ensure that it is aligned with the sales strategy * Develop content (decks, webinars, whitepapers, videos) for sales team to attract new customers and close more deals * Work with the creative team to ensure high-quality output for all marketing and sales collateral #### Advanced * NA