Bentley Systems is the leading global provider of software solutions to engineers, architects, geospatial professionals, constructors, and owner-operators for the design, construction, and operations of infrastructure. Bentley’s MicroStation-based engineering and BIM applications, and its digital twin cloud services, advance the project delivery (ProjectWise) and the asset performance (AssetWise) of transportation and other public works, utilities, industrial and resources plants, and commercial and institutional facilities.
Bentley Systems employs more than 3,500 colleagues, generates annual revenues of $700 million in 170 countries, and has invested more than $1 billion in research, development, and acquisitions since 2012. From inception in 1984, the company has remained majority-owned by its five founding Bentley brothers. Bentley shares transact by invitation on the NASDAQ Private Market; strategic partner Siemens AG has accumulated a non-voting minority stake. www.bentley.com
The Engagement Marketing Manager (EMM) has primary responsibility for the project management and execution of go-to-market, lead generation and nurturing campaigns for a designated industry, product or corporate initiative. Working within the best practices of the engagement model, the EMM ensures campaigns are delivered on schedule, are completed within budget, achieve performance targets, and leads are assigned to the right sales team.
Location: Exton, PA; Huntsville, AL; Philadelphia, PA
Key responsibilities include:
Provide best practices, strategy and recommendations to ensure optimal outcomes for each campaign. Create and monitor Marketing Cloud and SAP lead nurturing throughout the workflow, including programs for prospecting, remarketing and retention programs
Manage campaigns from beginning to end, providing recommendations for the model and workflow of aligning content strategy, offers and sales enablement to achieve KPIs
Coordinate content marketing and create campaigns to support global team
Coordinate with teams responsible for success, including key stakeholders in Marketing Automation, Budgeting, Creative Services, Marketing Engagement, Product Marketing, Industry Marketing, Data Analysts and Sales
Provide regular updates on campaign performance and refine digital marketing strategies as needed, including copywriting, landing page, offers and ad strategies to drive traffic and conversion
Conduct A/B testing to continually improve results
Maintain the Campaign Dashboard within Marketing Cloud to ensure accurate results are being shared for both Marketing and Sales teams, including detailed reports on the effectiveness of marketing mix elements and achievement of sales pipeline and revenue metrics.
Monitor analytics to provide campaign reports to Industry Marketing Directors, Product Marketing Managers and Program Managers. Optimize the campaign marketing mix to increase the ROI on Marketing spend by identifying what works, and what does not through continuous testing and recommending ongoing improvements to achieve KPIs
As a member of the Engagement Marketing Team, ensure that all campaigns have met all “best practices” criteria before going live. These include, but are not limited to creating engagement marketing campaigns, testing offers, email templates, web page, conversion form, confirmed routing logic upon completion of form, associated advertising, social media, sales follow through, URL tracking and entire journey mapping with predicted outcomes
Create campaigns for customer retention, Account Based Marketing (ABM) and retargeting campaigns
Ensure all SAP tracking tasks are completed for the efficient operation of the marketing closed loop process and related reporting
Execute and manage the campaign schedule and run regular status meetings with stakeholders, including Product and Industry Marketing, Regional Engagement, Marketing Services, and assigned Sales owners.
Provide campaign reporting and analytics using Google Analytics, Conductor, Mouseflow, PowerBI, QlikView and other available data sources on how well the campaign is performing against defined KPIs. These include: response and conversation rates for individual tactics and offers and tracking results against sales pipeline or attendee targets.
Improve Campaign ROI performance by managing an integrated marketing mix and providing fact based, expert advice to teams and Regional Engagement on the most effective mix of tactics / offers applicable to each region
Work in conjunction with the Marketing Program Manager to specify all attributes of the primary target audience to determine refined target lists
Provide input on search engine strategies and campaigns, SEM and SEO, in conjunction with Marketing Services, Marketing Teams and Regional Engagement stakeholders
10+ years successful track record of B2B digital/inbound marketing including marketing automation, persona-based marketing, journey mapping, virtual event marketing, executive event marketing, website content development, presentations, demonstrations and online marketing strategies
Experience in identifying target audiences and devising digital plans and programs that engage, inform and motivate
Proven record of supporting sales to meet or exceed pipeline targets
Experience creating and implementing successful, demand creation, lead nurturing and customer retention programs
Experience with email and marketing automation tools, analytics and conversion tools, ad-servers, programmatic and remarketing
Experience in copywriting, optimizing landing pages, A/B testing
Excellent analytical skills with the ability to think strategically as well as implement tactically
Solid knowledge of website analytics tools, particularly Google Analytics
Excellent communication and presentation skills and the ability to work at all levels of the organization
Strong leadership skills
Exceptional time management, prioritization, and multitasking skills; ability to quickly adapt and react to changing circumstances and demands with high attention to detail
Highly motivated individual who thrives in a fast-paced team environment and is readily adaptable to changing market and organizational requirements
Must have experience with at least one of these Marketing Automation platforms - SAP Marketing Cloud/Hybris, Salesforce, Pardot, Hubspot, Eloqua or related marketing automation tools; experience with SITECORE, CMS and social/ad platforms beneficial
AdWords, Content Marketing certifications beneficial, but not required
BA or BS degree
Equal Opportunity Employer/Minorities/Females/Veterans/Disabled
Bentley is an equal opportunity employer and considers for employment all qualified applicants without regard to race, color, sex, disability, protected veteran status, religion, national origin, age or any other protected characteristic. Additional information about your rights as an applicant under the law may be found by clicking here and here.
Bentley participates in e-Verify / Bentley participa en e-Verify
Right to Work / Derecho a Trabajar
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Search Firm Disclosure:
Please be aware Bentley is not accepting unsolicited assistance from search firms for this employment opportunity. This includes any phone calls or emails. All resumes submitted by search firms to any employee at Bentley via-email, the Internet (including social media) or in any form and/or method for this specific position in the absence of a written recruiting agreement executed by both you and/or your firm and Bentley will be deemed the sole property of Bentley and no fee will be paid in the event the candidate is hired by Bentley.