Position Summary:
The Portfolio Marketing Associate exhibits an understanding of markets and buyers within a segment in order to offer insights and proof points relevant to the buyer’s journey from awareness through win/loss. He or she must work cross-functionally, unifying and motivating peers from different teams. The Portfolio Marketing Associate must have an understanding of the segment’s buying audiences and their needs and often acts as an expert who transfers knowledge about markets, buyers and product across marketing and sales functions.
Essential Functions (Duties and Responsibilities):
60% Analysis & Positioning
- Write and socialize the following documents: Strategic market overview, buyer personas, segment value messaging framework, segment objection handling document, win/loss analysis
- Perform segmentation and targeting exercises that identify the sub-segments with the highest propensity to buy
- Conduct research to gather data and insight about target personas, buyer needs and the purchasing decision process for the portfolio, including key buyer roles
- Develop segment value propositions and messaging that resonate with the buying audience and produce the source messaging blueprint
- Conduct win/loss interviews and perform ongoing analysis to inform the buyer’s journey
40% Prospect Facing Engagement
- Write and socialize the following collateral: Segment pitch deck, segment data sheet, segment customer case studies, segment portfolio roadmap, content map
- Partner with the enablement team to drive the development of training and education materials for prospect-facing teams across segments and related specialties. (ex. Sales playbook)
- Collaborate with marketing and product marketing peers to produce relevant content for target buyers
- Provide market and buyer insights to drive the development of campaign strategies
- Develop customer references, testimonials and case studies for external and internal use
Education & Experience Required:
- One to three years of relevant marketing experience
- Related market/industry experience preferable
- Technical/portfolio category experience preferable
- Previous sales experience preferable
- Product management experience a plus
Knowledge & Skills:
- Ability to conduct market, competitor and customer research to gather insights and assess market opportunities
- Ability to create value propositions and messaging strategies
- Ability to analyze information collected from win/loss interviews and pipeline behavior (conversion rates and velocity) to detect breakdowns in the marketing and sales process
- Ability to link product launches to segment campaign themes and goals
- Strong writing, communication, presentation development and delivery skills
- Project management skills
Position Summary:
The Portfolio Marketing Associate exhibits an understanding of markets and buyers within a segment in order to offer insights and proof points relevant to the buyer’s journey from awareness through win/loss. He or she must work cross-functionally, unifying and motivating peers from different teams. The Portfolio Marketing Associate must have an understanding of the segment’s buying audiences and their needs and often acts as an expert who transfers knowledge about markets, buyers and product across marketing and sales functions.
Essential Functions (Duties and Responsibilities):
60% Analysis & Positioning
- Write and socialize the following documents: Strategic market overview, buyer personas, segment value messaging framework, segment objection handling document, win/loss analysis
- Perform segmentation and targeting exercises that identify the sub-segments with the highest propensity to buy
- Conduct research to gather data and insight about target personas, buyer needs and the purchasing decision process for the portfolio, including key buyer roles
- Develop segment value propositions and messaging that resonate with the buying audience and produce the source messaging blueprint
- Conduct win/loss interviews and perform ongoing analysis to inform the buyer’s journey
40% Prospect Facing Engagement
- Write and socialize the following collateral: Segment pitch deck, segment data sheet, segment customer case studies, segment portfolio roadmap, content map
- Partner with the enablement team to drive the development of training and education materials for prospect-facing teams across segments and related specialties. (ex. Sales playbook)
- Collaborate with marketing and product marketing peers to produce relevant content for target buyers
- Provide market and buyer insights to drive the development of campaign strategies
- Develop customer references, testimonials and case studies for external and internal use
Education & Experience Required:
- One to three years of relevant marketing experience
- Related market/industry experience preferable
- Technical/portfolio category experience preferable
- Previous sales experience preferable
- Product management experience a plus
Knowledge & Skills:
- Ability to conduct market, competitor and customer research to gather insights and assess market opportunities
- Ability to create value propositions and messaging strategies
- Ability to analyze information collected from win/loss interviews and pipeline behavior (conversion rates and velocity) to detect breakdowns in the marketing and sales process
- Ability to link product launches to segment campaign themes and goals
- Strong writing, communication, presentation development and delivery skills
- Project management skills
