The Market Development Manger (MDM) is part of the Marketing team and serves as the liaison between Marketing and Sales teams to qualify inbound inquiries; create new prospects by developing content and messages targeted to specific companies and roles; connect with targeted account contacts through outbound calling, digital outreach and conversations; and support sales connections with prospects through appointment setting and first-touch data gathering. In some cases, the Market Development Manager will conduct online presentations to various audiences that are not yet qualified for the sales pipeline. In cases in which the sales process has slowed with a prospect, sales might change the primary contact from an account manager to the MDR to nurture and re-engage momentum.

Performance is measured by (1) successfully creating new sales opportunities or Sales Accepted Opportunities (SAOs) and Sales Qualified Leads (SQLs), which are the setting of Stage 1 meetings (2) contacting and developing relationships with prospects through targeted content and conversations and (3) partnering with sales team members to accelerate opportunities through the pipeline by re-engaging slower-moving relationships or further qualifying them out of the pipeline.

To be successful in this role, you should have previous experience developing leads from marketing campaigns, creating outreach content meaningful to specific companies and roles, managing Account Based Marketing initiatives and meeting contact goals. Ultimately, you will be a key part of moving inquiries through the marketing funnel to a successful handoff to sales based on criteria the sales team establishes.

Responsibilities

• Prospect Concierge: The MDR is the first line of contact for our prospects. This person is our marketing team’s concierge, helping reach out to prospects visiting our website and engaging with our content on social channels. Their focus is on informing and inspiring in order to activate conversations with sales. They are actively engaged in nurturing contacts in the “marketing pipeline.” They suggest additional resources from our content library and provide links to socially curated material. They are a “research assistant” for the prospect before he or she is ready to engage with sales. They create outreach approaches and content (either directly or by working with other resources in marketing) to remove friction and create acceleration in the marketing pipeline.
• Lead Pre-Qualification: In additional to nurturing prospects with information, the MDR is an important pre-sales checkpoint to ensure that leads are ready and qualified for further engagement. In the same way that MDRs help prospects gather information about our solutions, services, and thought leadership, our MDR also will gather additional information about our leads. They will verify (through Seamless.AI, Seeking Alpha, LinkedIn, public company records, Internet searches or other sources) the following information, and ensure our Salesforce database is updated, including sales account plans, with the most current contact information:
• Annual Company Revenue
• Industry
• Company structure: Divisions, locations, decision-making (centralized/decentralized)
• Contact Job Title, Job Function, ability to influence or make buying decisions
• Key Executive names and contact information and player map
• Current buying interest/timeline/readiness to meet with sales
• Relevant information regarding the company’s goals, challenges and opportunities
• Opportunities shaping the guest experience within hotels, resorts, cruise lines, casinos, corporate food service management, restaurants, universities, stadiums, healthcare
• Call/Appointment Setting: If a prospect meets the qualification criteria, and has interest in engaging with sales, the MDR facilitates the hand-off between sales and marketing. They direct outbound calls (which might include brief “value presentations” or prospect assessments) to determine if the prospect is qualified and ready to meet with sales. If the prospect accepts, the MDR helps set up an appointment and makes the introduction to a sales representative. At this point, the lead becomes sales qualified and is no longer serviced by the marketing team. However, sales might reassign an MDR as the point person for a contact if sales momentum with that contact has slowed. The MDR will then nurture the prospect to create re-engagement.
• Digital Outreach: The MDR will also be expected to master the digital infrastructure put in place for driving digital outreach via Pardot email campaigns, social prospecting and HighSpot 1:1 account-based marketing (ABM) platform. This will include working directly with the sales representative to develop account strategy and execution within Salesforce using the Quip account planning app. This is especially important for prioritized accounts targeted for nurturing via 1:1 ABM programs.

Qualifications

• A bachelor’s degree in business, marketing, communications or related field is required.
• 5 years in B2B marketing roles with experience in demand generation campaign development deployment and measurement.
• Experience in digital/inbound marketing including content marketing; ability to leverage social media and seed demand and SEO/SEM.
• Direct experience and functional understanding of MarTech platforms and tools, including but not limited to: (Salesforce.com, Pardot, Google Analytics, HTML, etc.)
• Experience in hospitality software is a plus.
• High energy, positive, team-oriented, professional attitude, pride in work product and passion for digital marketing.
• Excellent written/verbal communication skills.
• Self-starter who can manage multiple project simultaneously.