The Product Marketing Director, Customer Segments is responsible for developing and telling an audience-centric story about the key topics and business outcomes that are important to decision makers in the Government, Education and Business Process Outsourcers (BPOs) customer segments and why NICE inContact is the best partner to help them achieve their goals. He or she creates the segment marketing strategy to target key personas and customer profiles within the segment; develops deep understanding of personas, their key issues, and buying process; leads the development of thought leadership and educational content to drive prospect engagement and consideration; coordinates with marketing to develop integrated demand programs; and ensures that segment sales and partner marketing have segment understanding and content to achieve pipeline and bookings goals. As a Segment Marketing Leader, a Typical Day Might Include the Following: Architect segment marketing plan for government, education, and BPO segments, including the major themes that will be communicated into target markets, buyers, the industry landscape and key issues Analyze potential sub-segments to determine which have a higher propensity to buy and whether the organization has the capability to deliver Define the market opportunity for an industry or other sub-segment and categorize what form of solution should be promoted (product/service, marketecture, bundle or integrated) Map products, services and offerings from external partners into key solution categories Map the potential buying process for the solution, including key roles that will participate in it Build and maintain segment-specific buyer personas, or refine existing buyer personas based on industry knowledge Monitor industry trends (e.g. industry regulations, technology trends, macroeconomic conditions, business processes, challenges) and terminology, and act as an industry subject matter expert Build relevant content especially first half of the buyers journey for buyer roles to consume in a variety of formats, including white papers, brochures, social media, Web pages, online events and much more Refine product positioning and messaging, as required, to improve resonance with target customer segments Team with demand marketing to develop integrated demand programs, mapping audience-centric themes and content to target audiences throughout the buying cycle to achieve pipeline creation and revenue goals for specific customer segments Partner with sales on the best routes to market for target products in this segment, typically a combination of internal sales resources, cross-sell to existing NICE customers, and external partners (e.g. Carriers and VARs/VADs), and what marketing support is required Collaborate with a formal sales enablement function and/or sales operations on a well-defined sales enablement plan Collaborate with customer marketing to incorporate a range of customer testimonials for external/internal use, including written case studies, product messaging, and analyst communication Assist customer marketing in developing customer retention and cross-sell/up-sell strategies To Land This Gig You'll Need Bachelor's degree in Marketing or Business Management or related field or equivalent work experience required. Master's degree/MBA preferred 7+ years product marketing experience Strong writing/presentation building Demonstrated success in developing strategies for creating new customer pipeline through digital, field marketing, and partner marketing channels; plus cross-sell and account-based marketing programs to grow existing relationships Able to analyze information collected from win/loss interviews and pipeline behavior (conversion rates and velocity) to detect breakdowns in the marketing and sales process Experience building and maintaining target buyer personas, buyer journey maps, and target customer profiles Able to link campaign launches to organizational campaign themes and goals Strong business acumen Highly organized Flexible Collaborative Project management Empathetic to a variety of sales resources (inside/field/channel) and what motivates them Bonus Experience Contact Center and b-to-b software as a service experience strongly desirable Product management experience desirable Previous sales or entrepreneurship experience a plus Demand type and how it alters the general sales/marketing approach at a fundamental level B-to-b buying process expertise Experience with diverse go-to-market models, including third-party channel routes to market ABOUT NICE inContact: NICE inContact makes it easy and affordable for organizations around the globe to provide exceptional customer experiences while meeting key business metrics. NICE inContact provides the worlds #1 cloud customer experience platform, NICE inContact CXone, combining best-in-class Omnichannel Routing, Workforce Optimization, Analytics, Automation and Artificial Intelligence on an Open Cloud Foundation. NICE inContact is a part of NICE (Nasdaq: NICE), the worldwide leading provider of both cloud and on-premises enterprise software solutions.
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