Job Description

Title Lead: Product MarketingOverview:Altron is seeking an experienced Product Marketing Lead to build and lead the execution of our go to market narrative across the IT Services portfolio of businesses (Altron Digital Business, Altron Security and Altron Document Solutions). This role is crucial for driving brand recognition, enhancing our market presence, and generating demand across the portfolio. The ideal candidate will have a strong background in marketing management, product marketing, customer engagement and demand generation within the tech industry.ResponsibilitiesThe Product Marketing Lead must be an orchestrator, ensuring all relevant groups collaborate on and execute a shared go-to-market strategy. The role will have primary responsibilities for:

• Performing market research (primary or secondary) to segment the market and establish buyer insight, identifying what opportunities, challenges and dynamics exist for the organisation and its individual products
• Developing go-to-market strategies to bring products and solutions to market through effective launches to capitalise on those opportunities
• Planning and managing product launches and releasing communications in concert with other functions, including product management
• Guiding, creating and delivering messaging and content to communicate value to the market
• Persuading and engaging with various market and influencer audiences by demonstrating solid communication skills in both written and presentation form, including becoming an evangelist and spokesperson for the company
• Managing and supporting voice of the customer (VoC) initiatives and programs
• Implementing and refining programs to drive the impact of marketing:

• Collaborating with the revenue marketing team to create and execute high-response campaigns
• Enabling direct and indirect (partner) sales teams
• Supporting account-based marketing (ABM) initiatives
• Fostering customer loyalty, satisfaction, retention and growth through customer marketing and advocacy
• Applying technology and data to increase marketing reach, grow demand, streamline processes and make more informed decisions
• Managing the performance of the product marketing team, programs and collaboration with other stakeholders to achieve business outcomes

Market UnderstandingThe Product Marketing Lead must be able to undertake and oversee a continuous assessment, definition and communication of:

• Market research: Performing primary and secondary research to better understand the market and buyers
• Competitive intelligence: Defining the solution alternatives that exist for buyers both direct competitors and those in adjacent spaces, the relative strengths and weaknesses of each, and points of differentiation
• Market dynamics: Outlining both the buy-side and sell-side forces impacting the industry, as well as technological changes or other factors that might cause buyer uncertainty and impact sales
• Market segmentation: Proposing the market segments that are the ideal targets for our products and services, with their expected growth rates
• Ideal customer profile (ICP): Defining the characteristics of the ideal buying organisation and what makes it a fit for our products
• Buyer personas, influencers and process: Identifying the roles involved with buying our products and services; the external influences playing a role in selecting options; and the typical process for exploring, evaluating and engaging with providers
• Route-to-market strategy: Identifying whether direct sales and/or through channel partners is appropriate for our products

Enabling Product StrategyThe Product Marketing Lead must collaborate with executives, product management and go-to-market leads by:

• Defining customer and market needs
• Ensuring the offers align with the identified target segments and ICP
• Outlining strengths and weaknesses of the current offer
• Defining the messaging, content, tools and programs that will be required to bring a product to market or increase traction for existing offers
• Identifying and building a dialogue with industry influencers to help shape direction
• Developing product/service launch strategy

• Outlining best practices
• Developing operational executional plan, including key deliverables, timeline, and contributors and supporting players/functions to ensure launch success
• Defining success metrics and business impact

Create Positioning, Messaging, Storylines and ContentThe Product Marketing Leads must ensure that compelling and impactful communications are created and delivered by:

• Developing clear and crisp positioning that will guide messaging and other go-to-market strategies, including well-articulated differentiation that ties back to business value.
• Exploring and defining the core questions buyers need to have addressed throughout their buying and owning life cycles.
• Crafting storylines to communicate value, and that can be applied and contextualised for different buying scenarios.
• Helping to create and execute a content strategy that supports all stages of the buying journey through the channels and formats most wanted by buyers.
• Articulating individual product stories within the context of the larger brand storyline.
• Inspiring and contributing to thought leadership development and delivery.

Driving ImpactThe Product Marketing Lead must develop and execute programs for sustained market impact by:

• Assisting corporate communications with influencer and media outreach and engagement
• Collaborating with the demand generation team to create and deliver compelling campaigns
• Supporting ABM initiatives
• Enabling sales, customer success and partners by developing training, content and tools to help market-facing personnel better understand and address buyer wants and needs
• Helping to incorporate, apply or contextualise messaging and content to fit the needs of vertical solutions or field marketing
• Coordinating the creation of content, enablement and co-marketing programs with partner marketing
• Coordinating the development of content, activities and programs with customer marketing to drive adoption and retention with existing customers
• Identifying, developing and promoting upsell and cross-sell offers to customers
• Fostering customer communities, loyalty and advocacy programs
• Managing and supporting voice of the customer (VoC) programs

Applying Technology and Analytics to Drive ResultsThe Product Marketing Lead will rely on data and technology to streamline processes and improve results. To support this need, the role must influence and, in some cases, advocate for the use of technology solutions such as:

• Sales (CRM) technologies that provide visibility into deal flow and disposition
• Digital marketing technologies to include, but not limited to content marketing, personalisation engines, email marketing and social marketing tools
• ABM and marketing automation platforms and tools to improve demand generation and conversion rates
• Technology to improve the sales and partner experiences, including, but not limited to, digital content management for sales and partner relationship management
• Voice-of-the-customer platform and research survey tools
• Customer data platforms and marketing analytics dashboards
• Customer community and advocacy platforms
• Technologies to create engaging experiences, including, but not limited to, video and gamification

Managing the Budget and ResourcesBeyond marketing and technical skills, the Product Marketing Lead must be a skilled manager helping to shape direction, ensure proper resourcing and make adjustments based on key performance indicators (KPIs) by:

• Performing zero-based budgeting for product marketing, aligning needs with performance goals and justifying all planned expenses
• Tracking spend against budget
• Identifying and employing product marketing resources, both generalists and specialists, to deliver on the established goals
• Selecting and managing external agencies creative, communications and technical to complement existing skills and meet specific goals
• Establishing and tracking KPIs for individual initiatives and programs, and for team performance against business goals
• Providing executive-level transparency to investments and results

SkillsTo support the wide range of responsibilities encompassed within this leadership role, the candidates must possess an equally broad set of skills.Excellent communication skills:

• Must be able to listen keenly, to both validate existing hypothesis and uncover new insights
• Must be able to determine when to probe for additional information and when to push forward with a new initiative or activity
• Must be able to deliver clear, compelling and articulate written and verbal communications
• Must be a strong collaborator and drive effective relationships across other functional teams, such as Product Management, Sales/Presales, Customer Success, Professional Services
• Must be able to command and sustain attention, and be, ideally, a natural, authentic storyteller and entertainer
• Persuasive storyteller and presenter in both oral and written form

Creative skills:

• Has, ideally, a good eye for evaluating creative design options that will resonate with target buyers
• Open to experimenting with new approaches, testing hypothesis and establishing KPIs that can help determine effectiveness
• Able to balance innovation against known and effective approaches

Analytical skills:

• Natural inclination to measurement
• Ability to identify signals and measures that can be incorporated into KPIs
• Ability to analyse and interpret disparate datasets to derive insights
• Intuition to challenge conclusions based solely on data patterns
• Willingness to change direction based on results illustrated through analytics
• Fortitude to acknowledge mistakes unearthed through measures, and ability to pivot rapidly to adjust

Managerial skills:

• Project planning and management
• Ability to build relationships with functions outside of product marketing, including corporate communications, demand generation, product management, engineering, sales, partner marketing, customer success, services and IT
• Budgeting experience
• Mentoring and resource development skills to recruit and professionally develop team members
• Experience in selecting and managing external resources
• Ability to manage upward in the organisation to influence executives, as well as down

Leadership skills:

• Consensus builder
• Decisive decision maker
• Persuasive influencer, with the ability to build enthusiasm for new plans

BackgroundExperience:

• Minimum of 10 years B2B technology marketing experience
• Minimum of 5 years in marketing management roles

Track record:

• Ability to provide examples of go-to-market strategies and programs for prior roles in enterprise technology or service providers, with the corresponding impact to revenue contribution

Education:

• Bachelor of Arts in marketing or business, or Bachelor of Science in computer science or engineering
• Master of Business Administration will be advantageous.

EducationLanguages

Altron