Growth Marketing 101: The Job Responsibilities of a Performance Marketing Specialist and a Demand Generation Specialist

Growth Marketing 101: The Job Responsibilities of a Performance Marketing Specialist and a Demand Generation Specialist

Growth marketing is a rapidly-growing field and one of the most exciting career paths to take. As a growth marketer, you're an essential player for your company, helping acquire and retain customers all the way from net-new through to renewal.

Inside a growth marketing org, there are a bunch of different types of roles and responsibilities, but for today we're going to focus on the job responsibilities of two fundamental roles, Performance Marketing Specialists and Demand Generation Specialists. Let's go over what these two roles do and how they work together.

Performance Marketing Specialists

What Do Performance Marketing Specialists Do in a Nutshell?

Performance Marketing Specialists: Performance marketing is all about optimizing digital campaigns for maximum return on investment (ROI). Performance marketers use data analysis to track the ROI of online campaigns and determine which strategies are performing best at acquiring leads and converting them into paying customers. They also identify areas where campaigns can be improved or tweaked to increase ROI. As a performance marketer, you should be creative, results-driven, and have strong analytical skills, as well as experience with SEO, PPC, content marketing, remarketing, website optimization, etc. Performance Marketing Specialists generally specialize in one of two main domains of expertise, paid search or paid social and are key roles, heavily involved across most sprints, projects, and campaigns that take place in a winning marketing function.

Overall Performance Marketing Specialist Job Responsibilities

But what do Performance Marketing Specialist's actually do? Let's dive into what's typically considered their key responsibilities and how they contribute to the success fo a business.

1. Developing and implementing digital marketing strategies: Performance marketing specialists are responsible for creating and executing digital marketing plans that are tailored to the specific goals of the business. This includes identifying target audiences, determining the best channels to reach them, and creating compelling messaging that resonates with them.

2. Setting up and managing pay-per-click (PPC) campaigns: PPC is a type of online advertising where businesses pay each time a user clicks on one of their ads. Performance marketing specialists set up and manage PPC campaigns on platforms such as Google AdWords and Facebook Ads. They conduct keyword research to identify the most relevant keywords to target and optimize campaigns to improve performance and reduce costs.

3. Analyzing website analytics: Performance marketing specialists use data to make informed decisions about website optimization and marketing efforts. They analyze website analytics to identify areas of improvement and track key metrics such as website traffic, conversion rates, and bounce rates.

4. Collaborating with other departments: Performance marketing specialists work closely with other departments, such as product development and creative, to ensure that marketing campaigns align with company goals and branding. They also provide feedback and recommendations to improve the effectiveness of marketing campaigns.

5. Staying up-to-date with the latest trends and best practices: The digital marketing landscape is constantly evolving, and performance marketing specialists need to stay up-to-date with the latest trends and best practices. They use this knowledge to make recommendations for new tactics and strategies that can help the business stay ahead of the competition.

6. Managing budgets and allocating resources effectively: Performance marketing specialists are responsible for managing budgets and allocating resources effectively to maximize ROI. They use data and analytics to identify the most cost-effective channels and tactics, and adjust their strategies as needed to achieve the best results.

7. Creating and implementing A/B testing: A/B testing is a method of comparing two versions of a web page to see which one performs better. Performance marketing specialists use A/B testing to improve website conversion rates and identify the best practices for website optimization.

8. Developing and managing email marketing campaigns: Email marketing is an effective way to reach and engage with customers. Performance marketing specialists develop and manage email marketing campaigns to promote products, services, and special offers.

9. Creating and managing social media campaigns: Social media is a powerful tool for engaging with customers and building brand awareness. Performance marketing specialists create and manage social media campaigns to promote products, services, and special offers.

Demand Generation Specialists

What Do Demand Generation Specialists Do in a Nutshell?

Demand Generation Specialists: Demand generation specialists focus on creating strategies that generate long-term interest in a company’s products or services. This includes leveraging email campaigns, virtual events, advertising campaigns, influencer outreach efforts, and more to bring awareness to their brand. Demand generation specialists must have strong communication skills as they typically work more cross-functionally across a company circling bigger project ideas that pull and involve people from different sides of the business. A successful demand generation specialist needs to be creative when coming up with attractive content ideas that will capture the attention of potential customers, so that they can effectively spotlight problems and pains of the audience they're marketing to, explain why they should buy the product category, and finally explain why people should actually buy the product.

Overall Demand Generation Specialist Job Responsibilities

But what do Demand Generation Specialist's actually do? Let's dive into what's typically considered their key responsibilities and how they contribute to the success fo a business.

1. Developing and implementing demand generation strategies: Demand generation specialists are responsible for creating and executing strategies that increase awareness and interest in a company's products or services. They identify target audiences and create messaging that resonates with them, and then execute campaigns across multiple channels, such as email, social media, and paid advertising.

2. Tracking and analyzing campaign performance: To improve the effectiveness of demand generation efforts, specialists need to track and analyze campaign performance. They use data and analytics to identify areas of improvement and optimize future efforts. This includes monitoring key metrics such as click-through rates, conversion rates, and return on investment (ROI).

3. Collaborating with sales and marketing teams: Demand generation specialists work closely with sales and marketing teams to ensure that their efforts align with overall business goals. They provide feedback and recommendations to improve the effectiveness of marketing campaigns and sales strategies.

4. Managing and maintaining marketing automation tools and databases: Demand generation specialists are responsible for managing and maintaining marketing automation tools and databases. They use these tools to automate repetitive tasks, such as email campaigns and lead nurturing, and to track and analyze campaign performance.

5. Creating and managing lead nurturing programs: Lead nurturing is the process of building relationships with leads to convert them into customers. Demand generation specialists create and manage lead nurturing programs that include targeted messaging and content designed to move leads through the sales funnel.

6. Developing and delivering engaging content: Demand generation specialists develop and deliver engaging content, such as whitepapers, webinars, and case studies, to support their efforts. This content is used to educate and inform leads, and to build trust and credibility.

7. Staying up-to-date with the latest trends and best practices: The marketing landscape is constantly evolving, and demand generation specialists need to stay up-to-date with the latest trends and best practices. They use this knowledge to make recommendations for new tactics and strategies that can help the business stay ahead of the competition.

8. Measuring and reporting on the ROI of demand generation efforts: To demonstrate the impact of demand generation efforts on the business, specialists need to measure and report on the ROI. They use data and analytics to track key metrics, such as website traffic, conversion rates, and sales, and to calculate the ROI of their campaigns.

In conclusion, growth marketing is a rapidly-growing field that offers exciting career opportunities. As a growth marketer, you are an essential player in your company, helping to acquire and retain customers. Within a growth marketing organization, there are many different types of roles and responsibilities, but two key roles are Performance Marketing Specialists and Demand Generation Specialists.

Performance Marketing Specialists are responsible for developing and implementing digital marketing strategies, setting up and managing pay-per-click campaigns, analyzing website analytics, and staying up-to-date with the latest trends and best practices.

Demand Generation Specialists are responsible for developing and implementing demand generation strategies, creating and managing lead nurturing programs, and measuring and reporting on the ROI of demand generation efforts.

Both roles work together to drive results for the business and help it stay ahead of the competition.