Keysight is on the forefront of technology innovation, delivering breakthroughs and trusted insights in electronic design, simulation, prototyping, test, manufacturing, and optimization. Our ~15,000 employees create world-class solutions in communications, 5G, automotive, energy, quantum, aerospace, defense, and semiconductor markets for customers in over 100 countries. Learn more about what we do.

Our powerful, award-winning culture embraces a bold vision of where technology can take us and a passion for tackling challenging problems with industry-first solutions. Diversity, equity & inclusion are integral parts of our culture and drivers of innovation at Keysight. We believe that when people feel a sense of belonging, they can be more creative, innovative, and thrive at all points in their careers.

Overview:

The Marketing Initiative Manager (MIM) organizes and executes programs that create relevant two-way interactions with prospective buyers to inform and influence their buying decisions and broader relationship with the organization.

The MIM is aligned to the Americas region and paired with the Americas Sales organization to support the attainment of annual direct sales revenue objectives.

The role partners with other marketing functions (e.g. advertising, social media, analyst relations, editorial services, etc.), to create demand marketing plans that deliver maximum impact through a combination of tailored market–specific or customer segment-specific activities.

Roles/Responsibilities

• Engage proactively with direct sales teams to understand sales goals, identify marketing and sales enablement requirements, and gather feedback on marketing activities
• Capture and analyze market intelligence and report monthly, gathering insights through human and non-human interactions
• Use buyer insights to segment and optimize target audiences
• Customize centrally created programs for local deployment (6G, AI, NPIs)
• Develop annual plan and quarterly program plans to deliver pipeline and revenue goals for paired direct sales teams
• Research, choose, design and manage live events to be included as tactics in the overall marketing mix, ensuring a cohesive pre-event, at-event and post-event strategy to increase engagement and response rates
• Manage local program budget
• Evaluate, select and manage vendors that contribute to local demand marketing programs, including event venues and services, digital marketing agencies, advertising and content publishers, designers, copywriters, translators and data providers
• Analyze local pipeline volume, performance and forecasts, including specific views for segments and sales reps
• Develop and implement pipeline acceleration programs jointly with sales
• Communicate to and educate the sales team about new and planned marketing activities, including global, regional and local programs

Organizational Interlocks

• Direct sales team
• Marketing communications
• Marketing operations
• Product/solution marketing
• Field marketing specialist peers
• Regional experience management team

Technologies Supporting the Role:

• Sales force automation systems (SFDC)
• Productivity applications (Microsoft Office)
• Marketing automation platforms (Eloqua)
• Data analysis tools (DOMO)

Success Metrics

• Demand Waterfall® metrics (e.g. sourced/influenced pipeline metrics, conversion rates)
• Database growth/health
• Program metrics (e.g. inquiry/response rate, ROI)
• Pipeline acceleration impact (e.g. sales/prospect adoption, engagement, conversion, velocity)
• Event metrics
• SLA metrics (compliance)

Education:

• Bachelor’s degree in marketing or business, or comparable marketing qualification/experience
• Master’s degree in business or marketing preferred

Background/Experience

• Four or more years in b-to-b marketing
• Two or more years working with direct sales teams in relevant markets
• Proven experience working with direct sales teams and supporting programs to drive awareness and close deals
• Inbound marketing strategy/execution experience
• Previous sales or inside sales experience a plus
• Track record of success in all key areas of responsibility
• Proven experience working successfully with sales teams

Skills

• Ability to leverage buyer data and insights in the development of marketing plans
• Demand generation to source demand or support sales-generated demand efforts
• Strong consultative marketing approach to effectively engage with sales and central marketing teams
• Social media execution (appropriate, effective use of common social media technologies)
• Ability to direct content building required for complex demand generation
• Agency management
• Sales enablement
• Oral and written communication skills
• In-person and virtual presentation skills
• Planning/project management skills
• Time management skills
• Strong interpersonal skills
• Active listening skills
• Process oriented
• Strong proficiency with data and analytics
• Influencing skills at all internal levels

Behaviors:

• Highly motivated
• Learns quickly in a fast-paced team environment
• Readily adaptable to changing market and organizational requirements
• Able to consistently produce results on time and within budget
• Able to align tactical plans with strategies
• Highly organized
• Flexible, with strong business sense
• Highly collaborative
• Goal/results oriented
• Highly disciplined
• Energetic and proactive
• Detail oriented
• Committed to training and self-improvement
• Customer focused
• Persistent
• Resourceful
• Empathetic
• Inquisitive
• Able to multitask

Careers Privacy Statement ***Keysight is an Equal Opportunity Employer.***
Keysight Technologies Inc. is an equal opportunity employer. Qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, protected veteran status, disability or any other protected categories under all applicable laws.