Lead Generation Marketing Specialist

CMR Institute, Inc.   Roanoke, VA   Full-time     Advertising / Marketing / Public Relations
Posted on May 8, 2023

The Lead Generation Marketing Specialist will be responsible for the digital marketing strategy by developing and implementing programs and tactics to increase product demand, produce qualified leads, enhance sales, identify additional sales channels, attract traffic to the company website, and promote an online presence. The Specialist will drive the process of defining target customer audiences, developing the appropriate outreach strategies, and executing the campaigns to meet the lead generation and revenue goals of the organization. The Specialist will integrate activities with sales to support goal attainment. In addition, they will coordinate activities of marketing communication agency to support related initiatives such as marketing media calendars, social media implementation, and event coordination.

Essential Functions: Duties and Responsibilities

  • Develop and execute all inbound and outbound lead generation campaigns to drive qualified leads into the sales pipeline.
  • Analyze databases for data trends, segmentation, list and lead generation to support strategy development.
  • Utilize search engine optimization (SEO) analytics and search engine marketing (SEM) techniques to increase traffic to the website. Develop, curate, and deploy compelling content to attract, engage and retain visitors and promote sales.
  • Determine audience segmentation and identify buyer personas to inform compelling content strategies and end-user experiences aligned to the buyer journey.
  • Research competition, target audiences and customer preferences and evaluate CMR products and services to develop effective positioning, tools, and strategies.
  • Achieve and maintain a thorough understanding of CMR Institute brand, products, and services to effectively create and own messaging strategy.
  • Design, produce, and distribute effective lead generation materials that reflect the brand and product identity, drive lead generation, and to surface ideas for product improvements.
  • Use marketing automation platform (Salesforce/Pardot) to track and optimize lead generation & lead nurturing programs through email campaigns, content marketing, paid media, webinars, social media channels and sales events.
  • Track, report, and analyze lead generation activity performance. Identify real-time drivers or detractors of performance, quickly create actionable next steps for optimization, and implement to improve outcomes.
  • Coordinate marketing communications vendor activities and ensure activities support and align with key lead generation and sales objectives.
  • Participate in the preparation of proposals and / or sales presentations.
  • Provide accurate and timely information to leadership.
  • Assist with planning, communicating, and executing events to ensure event lead generation goals are met.
  • Ensure consistency of brand identity and appeal to various stakeholders.
  • Provide additional marketing support as needed.



Required Skills/Abilities:

  • Minimum 4-6 years B2B integrated marketing, sales, and lead generation strategies experience
  • Proven results in lead generation through creating and optimizing solution-focused content marketing strategies aligned to key buyer issues and the demand/lead generation funnel.
  • Strong experience with using analytical skills to recognize the business implications of data and deliver key insights to stakeholders.
  • Ability to work and achieve results with minimal supervision in a collaborative team (hybrid and virtual) environment and adapt effectively to changing business priorities/strategies.
  • Demonstrable experience with creating positive results from use of Salesforce, Google Analytics and other related tools.
  • Excellent oral/written presentation skills
  • Strong project planning and organization skills

Key Competencies Required/Desired:

  • Sense of Urgency
  • Communication
  • Quality/Service Focus
  • Professional / Technical Skills
  • Institute-wide view
  • Teamwork


Education and Experience:

  • Bachelor’s degree in a related field preferred. An equivalent combination of education and experience will be considered.
  • A minimum of 4 years of related experience in B2B lead generation & digital marketing.
  • Proven track record of building successful lead generation and funnel management; strong accountability for generating leads that support achievement of revenue goals.
  • At least 1 year marketing automation experience (preferably Salesforce/Pardot)

Job Type: Full-time

  • Hybrid remote (3 days)
  • Roanoke office (2 days)

CMR Institute, Inc.

4423 Pheasant Ridge Rd, Suite 100
Roanoke , VA