Marketing Automation Specialist

Position Summary

We are seeking a highly skilled Marketing Automation Specialist to join our dynamic marketing team. This role will work with Marketo, demonstrating expertise in marketing automation, omnichannel campaign management, lead scoring, reporting and lead lifecycle management. The Marketing Automation Specialist will optimize marketing processes and drive revenue growth through effective use of Marketo.

The Marketing Automation Specialist will coordinate and oversee various marketing initiatives, ensuring projects are completed on time, within budget, and to the highest standards.

Essential Functions and Duties

Campaign creation and execution

• Building complex marketing automation campaigns in Marketo, including email sequences, landing pages, forms, and dynamic content, tailored to specific audience segments.
• Design and execute complex workflows, including lead scoring, segmentation, and personalized email campaigns.
• Collaborate with cross-functional teams to align marketing strategies with business objectives and ensure seamless execution of campaigns.
• Stay up to date with the latest trends and best practices in marketing automation and apply them to enhance campaign effectiveness.

Lead nurturing and scoring

• Developing targeted lead nurturing campaigns to guide prospects through the sales funnel based on behavior and interests.
• Develop, implement, and manage marketing automation campaigns using Marketo to drive lead generation, nurturing, and conversion.
• Develop and maintain lead scoring strategies and programing

Data management

• Maintaining data hygiene within Marketo, ensuring accurate lead scoring and lifecycle stage progression.
• Maintain data integrity and ensure accurate tracking and reporting of marketing metrics within Marketo.
• Ability to interpret data, identify trends, and use insights to inform campaign optimization.

Segmentation and targeting

• Creating targeted audience segments using demographic, behavioral, and firmographic data to deliver personalized messaging.

Integrations management

• Managing integrations between Marketo and other systems like Salesforce, Oktopost, websites and other platforms within our technology stack.

Performance analysis and reporting

• Monitoring campaign performance metrics (open rates, click-through rates, conversion rates), generating detailed reports, and identifying areas for optimization.
• Analyze campaign performance and provide actionable insights to optimize marketing efforts and improve ROI.
• Experience with Marketo Revenue Cycle Modeler/Revenue Cycle Explorer
• Work with management to define KPIs, create reporting, analyze campaign performance. Create recommendations to improve campaigns continuously
• Developing tracking and reporting strategies for tradeshows and other marketing channels within Marketo

A/B testing and optimization

• Conducting A/B testing on email subject lines, content, and landing pages to continuously improve campaign performance.
• Plan and perform A/B testing to define and execute enhancements to productivity, conversion rates, programs/campaign ROI, and sales growth.

Stakeholder collaboration

• Working closely with sales, marketing, and product teams to align marketing automation strategies with overall business goals.

Training and support

• Providing training and support to internal teams utilizing Marketo features and best practices.

Company Adherence

• Adheres specifically to all company policies and procedures, Federal and State regulations and laws.
• Display dedication to position responsibilities and achieve assigned goals and objectives.
• Represent the Company in a professional manner and appearance at all times.
• Understand and internalize the Company’s purpose; Display loyalty to the Company and its organizational values.
• Display enthusiasm and dedication to learning how to be more effective on the job and share knowledge with others.
• Work effectively with co-workers, internal and external customers and others by sharing ideas in a constructive and positive manner; listen to and objectively consider ideas and suggestions from others; keep commitments; keep others informed of work progress, timetables, and issues; address problems and issues constructively to find mutually acceptable and practical business solutions; address others by name, title, or other respectful identifier, and; respect the diversity of our work force in actions, words, and deeds.
• Comply with the policies and procedures stated in the Injury and Illness Prevention Program by always working in a safe manner and immediately reporting any injury, safety hazard, or program violation.
• Ensure conduct is consistent with all Compliance Program Policies and procedures when engaging in any activity on behalf of the company. Immediately report any concerns or violations.
• Other duties as assigned.