Lead Nurture Operations Specialist

Team: Global Marketing Performance Data & Technology (COE)

Role: Campaign Operations Management Lead & Nurture Specialist

• Level: M/SM
• Experience Range: 7 years in B2B marketing
• Location: India

Role description:

The Lead & Nurture Operations Specialist (LNO) is responsible for endtoend lead management processes and performance resulting from field marketing activity across the business. As subject expert they will provide operational support and tracking from lead capture through to sales handoff and associated MQL to SQL reporting.

LNO will also have accountability for the leverage and engagement of Cognizant’s marketing contact database. This includes the creation and execution of effective contextual nurture programs targeting relevant contact segments through to keeping oversight of contact level nurture scoring.

The LNO works closely with Campaign operations supporting Field marketing teams and Sales Operations teams to manage and track lead flow through all marketing channels. The LNO will own provision of timely lead reports to marketing team stakeholders that assist Marketing leaders drive campaign outcomes to meet business objectives.

Key responsibilities:

• Be the expert on marketing technologies used for prospect acquisition and customer marketing programs including marketing automation CRM lead management ABM platforms digital (web programmatic social) event technology and data intelligence tools.
• Utilise core marketing & salesenablement technologies to help field teams drive program success through effective end to end lead management.
• Consult on the build and activation of contact nuture programs via marketing automation CRM lead management ABM platforms digital (web programmatic social) and event tools.
• Work with Campaign & Media management teams to maintain scalable processes for lead/account scoring lead tracking lead attribution segmentation and close the loop management.
• Develop and implement right lead nurturing strategies with a mix of helpful content/CTAs to engage potential leads and move them through the sales funnel.
• Repurpose existing and compelling content including blog posts ebooks whitepapers and case studies to educate and nurture leads.
• Continuously analyze and optimize lead nurturing campaigns based on datadriven insights.
• Comfortability with managing multiple programs and cross markets simultaneously and constantly prioritizing projects to create an effective digital journey for the intended audience.
• Create best practices of successful campaigns.
• Educate and support field marketing colleagues with training on Cognizant marketing best practices to achieve operational consistency.
• Gather and share insights that to drive and inform field marketing of lead and nurture campaign performance.

• Proactively stay ahead of nextgeneration B2B demand generation and marketing automation best practices including AI and ML use cases.

• Ensure compliance with data privacy standards including georequirements such as Optin rules Eprivacy and GDPR.
• Maintain integrity of the marketing database and segmentation to ensure proper data utilisation and contextual contact engagement – establish best practice for contact data engagement.

• Generate lead campaign and contact reports for business impact and marketing ROI on a timely basis – prepare insights for reporting.
• Work closely with CMO teams Digital field teams and management to share funnel conversion improvement ideas present results and feedback.

Key requirements and relevant experience:

• Degree in marketing business administration or related field.

• Min. 7 years relevant B2B experience aligned with full funnel marketing performance & operations.
• Expertise in campaign planning analysis and reporting lead management process development certifications in PMP SixSigma or similar.
• Strong understanding of lead generation and lead nurturing principles and strategies.
• Proficiency with marketing automation and relevant data visualisation tools including Salesforce 6Sense Power BI and Tableau.
• Familiar with putting together data from multiple sources to tell story – executive level reporting.
• Possess excellent analytical skills and leverage data metrics analytics behaviour trends to drive actionable insights and recommendations – experience in BI and analytics tools is a must.
• Strategic goal oriented openminded curious and strong problem solver.
• Proficiency in presentation written and verbal communication including ability to express complex concepts in a clear and concise manner – able to lead large scale team meetings.

Relevant knowledge and certifications:

• CRM: SDFC DBA Admin
• Analytics: Tableau CRM & Einstein discovery consultant
• Marketing Automation: Marketo Pardot or Hubspot
• Web & SEM: Google Analytics Adobe analytics
• ABM analytics: 6Sense

• Event platforms – Cvent ON24 Zoom Teams.