Address
SalaryRole summary
The growth of the cybersecurity business over the group has created a need for a new marketing role with 3 areas of focus:
- To promote our training capability and increase course registrations globally
- Deliver and co-ordinate marketing output for the Claranet USA business, to drive sales leads for our training courses, cybersecurity consultancy, and other cybersecurity services
- Support internal campaigns to raise awareness of our cybersecurity services.
This role will work closely with the US sales team, the cybersecurity training and consulting teams (based in UK and India), group cybersecurity teams (based in the UK) and marketing teams in other Claranet regions. You will have the support of brand, graphic and communication experts, however as a one-person marketing team, the role requires a self-starter who can draw on the experience and knowledge of the stakeholders around you to deliver great outputs, but knows how to get things done end to end.
You must be confident and commercially minded, with a passion for building intelligent strategies and delivering tactics that drive sales. Your effectiveness will be measured by relevant sales-focused metrics, such as delegate registrations, inbound sales enquiries, and direct engagement (e.g., level of interaction during events). You’ll be able to measure and evaluate the success of marketing activities and learn from your findings, and suggest new approaches and campaign ideas.
With access to graphic design, copywriting, and web design resources, you’ll understand the importance of style, presentation, tone of voice, and branding, and champion high standards across all of them over multiple marketing channels. You will need exceptional project tracking and communication skills to ensure you get all the inputs you need in a timely manner, and will work with subject matter experts to ensure messaging is correct for the technical audiences we target.
You’ll be a key member of the Claranet USA and global Cybersecurity teams, planning, producing, delivering, and managing the effectiveness of direct lead generation campaigns, events and other marketing output.
Essential duties and responsibilities
You’ll be the main ambassador for the US and our global training capability, responsible for managing, executing, and reporting on customer marketing programmes that deliver a high-quality sales pipeline and other associated business deliverables. Leveraging marketing investments effectively, you will facilitate the continuous generation of qualified sale leads, while also ensuring that marketing-identified leads are captured and responded to in a timely fashion.
Campaigns
- Plan, manage, and execute digital marketing programmes and associated campaigns, focusing on driving new logo and existing customer business
- Create account-based marketing, vertical, and service promotion programmes that deliver the correct quantity/quality of leads to the sales teams
- Ensure the US and training websites are up to date with latest course dates and promotions
- Create and maintain course materials, trainer profiles and related materials and ensure consistency across the group.
- Plan, manage and execute webinars and other virtual events that will deliver interesting and compelling content to our existing and target customer base to generate sales leads
- Support the training team’s presence at conferences in the US and Europe, with logistics, collateral, merchandise, etc (some travel maybe needed but most work will be remote from India)
- Plan our attendance at select industry events and our own dedicated events, including social elements (such as our ‘NotSoSober’ parties).
- Support the promotion of our training events to Claranet sales teams over the group, ensuring they know who to target and how to book places
- Promote win stories and other credentials (technical blogs, new services etc.) to raise awareness of cybersecurity over the group and drive cross sell of cybersecurity services into our wider customer base
- Help with product collateral creation – providing product marketing and other marketing collateral that can be used by teams over the group (including creation of ‘campaigns in a box’ type packages)
- Work with partners (training partners and conferences mainly, but may involve some strategic partners too) to promote our involvement at their conferences to drive bookings and raise our profile and credibility through association with leading brands
- Create and maintain branded materials for our training partners who resell our training.
- Present regular analysis of marketing results and outputs to enable decision-making to future marketing investment and planning
- Continually test, ensure lessons are learned, and improvement actions are taken after each campaign, and suggest ideas for future campaigns
- Oversee the setup and ongoing management of appropriate marketing tools for direct mail, prospect list management and other tools needed to support the marketing plan
- Ensure there is a clean sales lead allocation process with monitoring to ensure follow up is tracked and metrics generated to track the effectiveness of marketing activity
- Continually look to improve Marketing processes and campaign effectiveness, feeding lessons learned into the quarterly and annual plans you will create and oversee
- Work with other marketing teams to share best practices and coordinate campaigns across Claranet regions.
