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Senior Manager, Customer Marketing

Varicent Software

Varicent Software

Marketing & Communications, Customer Service, Sales & Business Development
Boston, MA, USA
Posted on Saturday, June 22, 2024
A named leader by Forrester in the sales performance management space, Varicent was founded in 2005 when we pioneered sales performance management software. Evolving quickly to become the fastest growing software company in North America according to Deloitte’s Fast 50™ in 2010, Varicent was acquired by IBM in 2012 and has since been re-founded as an independent global business serving mid-size and enterprise clients with our full suite of solutions to assist in smarter territory and quota planning, efficient lead to revenue operations, and the fastest and most flexible way to pay sellers accurately and on-time. We are looking for talented, driven people that can make an impact across our organization.
The primary purpose of the Senior Manager of Customer Marketing at Varicent is to spearhead and execute a comprehensive customer marketing program that deepens engagement with existing customers. This role is important for implementing targeted marketing strategies that expand Varicent's footprint within these accounts through strategic cross-sell and upsell initiatives. The focus will be on enhancing customer satisfaction and loyalty by showcasing the value of Varicent's solutions, facilitating customer success, and ultimately turning customers into heroes and brand advocates.
The results expected from this role include:
· Increased customer satisfaction and retention
· Growth in revenue from existing customers
· Enhanced customer advocacy and public stories
· Successful execution of customer events
· Optimized customer feedback and success

What You'll Do:

  • Lead Cross-Sell and Expansion Initiatives: Develop and execute strategies and programs to expand Varicent’s usage and product portfolio sales within key accounts
  • Orchestrate a Customer Hero Program: Launch and manage a comprehensive program to elevate customers as brand advocates and innovators, showcasing their success through various channels such as podcasts, blog posts, speaking slots, and case studies.
  • Lead Customer Reference Initiatives: Spearhead the development and management of Varicent’s customer reference program, ensuring a robust database of customer testimonials, case studies, and success stories
  • Enhance Communication, Community, and Engagement: Develop and implement a personalized communication plan to foster community engagement, manage customer feedback sessions, and support regional user group events, ensuring alignment with customer needs and business goals.
  • Drive Marketing of VIP program, Education, and Success Planning: Lead and drive marketing of exclusive resources, discovery sessions, and training to help customers maximize the value from Varicent products, support their business objectives, and reinforce the value proposition of their investment in Varicent.
  • Manage Regional User Group Events and Webinars: Oversee the planning and execution of customer educational webinars and regional user groups.
  • Success Measurement and Optimization: Establish and track key performance metrics such as customer engagement levels, revenue from cross-sell/upsell, and customer satisfaction scores, regularly adjusting strategies based on performance data and customer feedback.

What You'll Bring:

  • Experience
  • Overall Experience: Minimum of 8-10 years in marketing, with a strong emphasis on B2B, SaaS, or technology sectors.
  • Customer Marketing Experience: At least 5 years specifically in customer marketing or related roles such as customer engagement, retention, and advocacy within the technology or enterprise software sectors.
  • Industry Experience: Solid understanding of the enterprise software landscape, particularly in areas such as Sales Performance Management (SPM) and Customer Relationship Management (CRM). Knowledge of customer marketing dynamics within these areas is beneficial.
  • Program and People Management Experience: Experience in leading cross-functional projects and initiatives is required. Initial responsibility will include managing one team member.
  • Required and Desired Skills & Knowledge
  • Required Skills:
  • Demonstrated ability in developing and executing customer marketing strategies and programs that enhance customer engagement, retention, renewals, and upsell/cross-sell opportunities
  • Excellent storytelling and communication skills, capable of articulating the value of company’s offerings and inspiring customer loyalty.
  • Proactive work style, able to initiate and drive projects to completion with minimal oversight.
  • Excellent customer relations skills
  • Strong analytical skills to leverage data in measuring the impact of customer marketing efforts and making informed decisions.
  • Exceptional written communication skills, necessary for creating impactful customer communications and marketing materials.
  • Desired Skills:
  • Experience in managing customer reference programs, including gathering and utilizing customer testimonials and case studies.
  • Creativity in problem-solving, especially in scenarios requiring innovative customer engagement strategies.
  • Familiarity with digital marketing tools and platforms, including CRM systems, marketing automation tools, and customer feedback tools.

Success Outcomes:

  • 1-3 Months
  • Own: Become familiar with and take ownership of the current customer marketing initiatives.
  • Learn: Fully immerse in the Varicent product suite, industry specifics, CS people/processes/offerings, and company culture. Understand the products, existing customer base, their needs, and the dynamics of the customer lifecycle at Varicent.
  • Improve: Begin identifying areas for strategic improvement in customer marketing efforts, particularly focusing on enhancing data utilization, customer community, and customer feedback mechanisms.
  • Accomplish: Establish strong relationships with key internal stakeholders in the sales, product, and customer success teams and present an initial review of existing customer marketing strategies with proposed adjustments. Interview at least 3-5 customers to understand their needs and ways in which customer marketing can benefit them. Work on agenda, partnerships, and other details of planned November 2024 EMEA customer mini-conference(s)
  • 4-6 Months
  • Strategy implementation
  • Own: Implement new customer marketing strategies and provide guidance to customer event plans.
  • Teach: principles of customer marketing and program pillars
  • Learn: Gain deeper insights into Varicent customer behavior and preferences through analytics and direct feedback to refine marketing approaches.
  • Improve: Enhance the integration of customer marketing efforts with sales and marketing teams to ensure a cohesive customer journey and improved customer satisfaction.
  • Accomplish: Introduce "v1” of customer cross-sell program and customer hero program. Successfully execute at least one major customer event and achieve measurable improvements in customer engagement metrics.
  • 7 Months & beyond
  • Own: Drive the expansion of customer marketing programs.
  • Teach: Lead workshops or training sessions on customer marketing techniques and innovative customer engagement strategies.
  • Learn: Stay updated with the questions customers are asking, top needs from customers as relate to customer marketing.
  • Improve: Regularly update and optimize customer marketing programs and strategies based on ongoing analytics and customer feedback.
  • Accomplish: Successfully drive cross-sell expansion of 2+ products in Varicent portfolio into 5-10% of customer base.
Varicent is committed to creating a diverse environment and is proud to be an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity or expression, sexual orientation, national origin, genetics, disability, age, or veteran status. If you require accommodation at any time during the recruitment process please email accomodations@varicent.com
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