Inbound Marketing Manager
The Inbound Marketing Manager is responsible for overseeing and growing leads generated through inbound interest in Klaviyo. The inbound channel is the foundation of our go-to-market approach at Klaviyo, and since we’re already generating a high volume of leads through it each month you’ll be starting with a solid foundation. Your charter will be understanding the current dynamics that drive the inbound channel; developing strategies to accelerate those dynamics; and identifying as-of-yet untapped ways to grow inbound lead generation. The successful candidate will be results-driven and analytical. An appreciation for branding and an understanding of how the brand impacts overall business results is critical. Experience in fast-paced environments is also very important to this role.
Responsibilities include:
Instrumenting and analyzing website performance. You’ll need to make sure we have the right tools and reporting in place to understand our website performance, from the most valuable referral sources; to visitor behavior and time to sign-up by segment; to key paths and points of conversion through the site.
Search engine optimization. Identify, monitor, and scale leads driven through organic search. This will include instrumenting for full visibility into SEO: analyzing the performance & value of different keywords - including keywords that drive initial interest, even if conversion to sign up happens during another visit. You’ll also be charged with identifying target keywords and defining and executing a strategy to grow traffic and conversions from organic search.
Website conversion rate optimization. You’ll own testing and optimization for our website. This will include working collaboratively across the marketing team to design, execute, measure, and publish all A/B tests.
Contributing to content strategy. Use your understanding of the inbound channel and your SEO strategy to help shape both our blog and our longer form content assets. This includes advising on everything from the types of content we publish, to the topics we figure, and the language we use.
Your success will be measured by the volume, quality, and growth rate of inbound leads.
Getting Started / Key Outcomes
In the first 30 days, you’ll have:
- Become familiar with our product and positioning
- Gotten up to speed on our customer segments
- Analyzed historic performance of the inbound channel end-to-end
- Instrumented for better visibility around organic search
Within 90 days, you’ll have:
- Completed an SEO audit
- Defined and begun executing an SEO strategy
- Mapped out target website paths per customer segment to optimize conversion
- Designed and executed at least three website tests to increase CRO
Before you hit your first year anniversary, you’ll:
- Tripled inbound leads from organic search
- Added a full percentage point to the website conversion rate
- Built out an ongoing website testing & optimization function
About You Test & learn is your default mindset. You love diving into the numbers and have a proven track record of analyzing campaign performance and identifying actionable insights to increase new customer acquisition. You understand SEO, and would probably describe yourself as a growth marketer. At the same time, you don’t lose sight of the customer: you love speaking with customers and are comfortable developing and adjusting your marketing strategies for different customer segments. You’re equally comfortable with a sales-led customer acquisition experience as you are a self-service acquisition model. You have experience with SaaS companies and speak the language of MRR and LTV. You’re a team player who’s motivated by growth: your own, your co-workers’, your company’s and your customers’.