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Marketing Lead Development Specialist

Function: Marketing
Location: Mississauga, ON SDO 1, Mississauga, Ontario CA
Date posted: 9/10/2019 12:07:52 PM
Type: Full-time
Permanent / Contract: Regular
Job number: 1100532
Description

About Us

Staples Business Advantage is the contract business to business division of Staples, working with companies of 20 or more employees to develop customized programs with specialized pricing, dedicated account management, and a complete assortment of products and services at a low total delivered cost. In addition to a complete selection of office products, Staples Advantage offers: Business Interiors by Staples, Staples Technology Solutions, Staples Facility Solutions, Staples Print Solutions and Staples Promotional Products.

To learn more about Staples Business Advantage visit us at: www.staplesadvantage.ca  


Position Summary

Are you early in your career and someone who thrives on having probing conversations with prospective customers? Would you like to see how Marketing and Sales work together on a campaign’s success. Do you want to work to be the first point of contact for new prospects at Staples Business Advantage?  

In this newly created position we’re looking for a Lead Development Specialist responsible to:  
  1. Phone qualify new leads to define new business opportunities 
  2. Understand potential pain points of the prospective clients 
  3. Determining if SBA can meet their needs 
  4. Pass qualified, curated leads to a B2B sales rep to close the deal.
As a Staples Advantage LDS (Lead Development Specialist), you are a master of building a pipeline of prospective customers. You love customer conversations and are passionate about helping to address the needs of our B2B buyers. A fundamental part of your job would be to speak with prospective customers over the phone and determine which prospects are ready to engage with a B2B business development rep immediately; if they would benefit from a participating in a nurture program a little longer; or are truly not a valid prospect for the B2B division and should be rerouted to another division of the Staples family. 

To do this will require you research accounts, identify key players, generate interest, and successfully overcome prospect objections.  

While you will work closely with net new prospects and the hand-off process to both inside and outside sales professionals, this is a marketing role and you will not be travelling to meet prospects in person.
 
Primary Responsibilities
Lead Source Planning 
  • Your feedback will be included in the development of any new lead source initiative to ensure the proper level of information to contact a lead is included and you understand the expected close rate this each new lead source type. 
  • Maintain your process map 
  • Participate in the development of talk track materials 
 Lead Prioritization 
  • Be aware of all active Marketing Campaigns able to generate leads 
  • Daily management of these various Lead Source queues within SLAs 
  • Eg. Digital Ads, SEM programs, Tradeshows, Print Ads, LOB SBA pages 
Lead Management 
  • Conduct appropriate research for all new leads 
  • Build off of standard talk track to build call plan for each lead 
  • Ensure initial contact with prospect is done within required SLA 
  • Take comprehensive notes during call into SF.com record to enable full knowledge transfer to BDM/AM (Business Development and Account Management) team when lead is assigned 
  • Provide immediate feedback on new marketing campaigns volume thru-put to optimize/balance all digital programs in market 
  • Collaborate with Website Automation Manager, Onsite Marketing Coordinator, Sales leadership, and SF.com development team to enhance/troubleshoot lead creation integrations 
 Lead Reporting 
  • Ensure all leads are tagged appropriately in SFDC for daily tracking 
  • Provide weekly tracking at each stage of leads: Received/source; Processed/New vs Existing; Leads Assigned by destination (direct ordering account, inside-BDM, BDM, LOB, nurture); Converted accounts & opportunity $ 
Lead Process Optimization 
  • Provide feedback on data collected (or not currently collected) to optimize the lead form design and automated reporting 
  • Provide feedback on the engagement level of leads based on lead source to improve placement and content presented 
  • Collect possible process improvement by working with sales to gain feedback on the account closure rates vs pain points they feel

Key Job Responsibilities

Impact on Business

 

  • Provide valuable curation point in the path of a collecting and qualifying a prospective client responding to marketing collateral
  • Ensure maximum value of leads can be realized on the marketing advertising campaign spend
  • Take on tasks in the new account process that allows increased productivity for sales team’s time by prioritizing the leads so close rates can be improved. 
  • Improve customer experience by shortening the length of time between introduction and contact
  • Provide valuable qualitative insights to augment quantitative reporting on new accounts potential

Innovation and Change

  • Change in the selling qualification process necessary to improve customer experience
  • Change in reporting structure and compensation model for task will reduce cost of account acquisitions

Communication/Interactions: Internal & External Customers/Suppliers as well as Third Parties

 

  • Required to work daily with marketing peers to share required campaign info and implementations
  • Daily interaction with field BDMs and iBDMs as appointments are being booked for them
  • As needed interaction with SF.com support teams to establish appropriate processes & field options
  • Daily/Weekly interactions  with Sr Manager to establish & communicate status of weekly task priorities
  • Monthly reporting and trend review with Sr Manager, dotted line BDM Director and Mktg VP
  • Occasional 3rd party communication if any call out projects are entered into that they will be managing resulting leads

Business Strategy

  • Tactical position only.  Their feedback regarding implementation of process will be considered as the strategy for this role and desired outcomes are further refined in future Marketing Strategy Planning sessions

KPIs

  • Traffic counts by program
  • % reaching Lead Queue Input Counts by program
  • Calls/day ratios (Net new 1st calls & follow-up call vs Calls to existing contacts)
  • Lead response time per queue
  • Opportunity sizing
  • Lead transfer/appointment booking rates
  • Closed Account reporting after assignment
  • Incremental revenue reporting 

Qualifications

Basic Requirements 

  • 2-4 year diploma or degree in business, marketing, sales or related field 
  • 1-2 years of business experience with marketing, sales or database automation exposure 
  • Excellent communication skills (verbal, written, presentation). Ability to think on your feet and carry-out consistent professional verbal communication with prospects is the back-bone of this role  
  • General understanding of online marketing tactics and best practices 
  • Experience with Marketo, HubSpot, Eloqua or Salesforce.com an asset 
  • Exposure to any account acquisition processes  
  • Ability to work on multiple projects simultaneously. 
  • Strong QA and testing with an attention to detail. 
  • Analytical thought process that can be used to connect research to create relevant talk track from draft 
  • Conscientious, thorough and organized in all aspects of your professional life.  
  • Strong Team Player but must be capable of self-management 
  • Innovative, motivated, organized, high energy team player who likes to take ownership 
  • Ability to communicate effectively cross-functionally.
Professional Certifications / Licenses 
  • Marketing Automation vendor certification

Staples is committed to providing accommodation to people with disabilities throughout the job application and interview process to the point of undue hardship. If you require an accommodation during the application or interview process, please contact a Customer Care Representative at 1-866-782-7537.



Staples is an equal opportunity employer and an accommodation will be provided during the hiring process if requested.
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