The Demand Strategist is the growth marketer - and the architect of the end-to-end customer journey with the goal of delivering healthy opportunity pipeline and revenue for IBM.Demand Strategists design, orchestrate and optimize a modern mix of tactics that efficiently and effectively delivers desired brand reputation, relationship and revenue outcomes in direct alignment and support of strategic business plans. IBM puts customers at the heart of everything we do; IBM Demand Strategists exercise extreme empathy for all customers, prospects and users, making sure content is compelling and valuable and served up at the right time, in the right channel, in the right context.Key Responsibilities:Strategy Planning & Customer Journey DesignUnderstand the market landscape, business objectives, target personas, key use cases and product offers for the assigned demand program.Translate business objectives into actionable demand outcomes across the funnel.Receive inputs from product marketing, messaging & content strategists on business priorities, key messages and content strategy & planDesign the omnichannel demand journey for key audiences, anchored in a core demand experience & working backwards from the outcomesBuild nurture and sales follow up/enablement strategy to land the right conversation with the right customer about the right solution/offeringExecution OrchestrationDesign and deliver demand strategy for priority audiences, such as top account lists, industries and job rolesPartner with and brief in discipline (digital, social, media, email) focals to ensure demand strategy is executed consistently across channelsResponsible for ensuring the discipline focals have the demand inputs they need in order to deliver a plan that aligns to demand strategy and can execute accordinglyRequired proficiency in channel strategy where you can speak to what is currently in market for your demand programCommunicate demand strategy to relevant stakeholders, including but not limited to: geo hub teams, field marketing, BU stakeholders etc.Assess and communicate demand plan readiness to geo counterparts to ensure demand strategy can be picked up and executed outside of the USPartner with content, social, digital, email, and media experts to create & execute an omnichannel experimentation planPartner with geo hub and field marketing teams to ensure sales is enabled to properly work leadsPerformance OptimizationUnderstand brand to demand performance trends for the assigned campaign & work with discipline focals to diagnose and optimize performance issuesDeep analysis of marketing performance across aspects such as tactic type, content asset, channel, audience segment or business lineEvaluation of relevant KPIs (such as impressions, web traffic, organic search performance, leads, pipeline or wins) with a keen eye on benchmarks and yield ratesReadiness to explain emerging performance opportunities or challengesStrategies to deliver "next best actions" and support targeted pipeline coverage and revenue for the businessTurn insight into action – cycling of performance insights directly back into planning and orchestrationThis is a Hybrid role, attendance to the office will be required only 3 times per week.
