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