About this role
Job Description
Core Responsibilities
Demand Generation & Pipeline Ownership
- Own the regional targets for generating new contacts, Marketing Qualified Leads (Tasks), and Sales Opportunities.
- Execute a balanced 50/50 strategic split between Account-Based Marketing (ABM) and New Account Acquisition.
- Utilize a diverse marketing toolbox to source high-value opportunities within untapped market segments.
- Collaborate with the global Center of Excellence ( CoE ) to optimize localized email marketing and paid search campaigns.
Strategic Sales Alignment
- Partner closely with the India Sales leadership team to align marketing priorities with regional revenue goals.
- Co-lead field execution strategies, including custom customer seminars and localized industry events.
- Maintain a tight feedback loop with the Inside Sales team (managed by a peer marketing leader) to optimize Task-to-Opportunity conversion rates.
Vertical Market Execution
- Design and deploy targeted campaigns specifically tailored to Cognex’s core growth verticals: Automotive, Electronics, CPG, and Logistics .
- Develop deep localized insights for these verticals to ensure highly relevant, high-impact messaging.
Process Innovation & Scale
- Proactively share execution examples and proven optimization recommendations to upgrade the global demand generation playbook.
- Standardize regional event and campaign workflows to ensure predictable, scalable marketing ROI.
Job Requirements
MarTech & Tool Requirements
- CRM & Automation: Hands-on proficiency with Salesforce and Pardot (Account Engagement) to manage pipelines and nurture campaigns.
- Conversational Marketing: Experience using Qualified (or similar conversational marketing/website chat platforms) to capture real-time intent.
- Analytics & Reporting: Ability to navigate Power BI (PBI) dashboards to track pipeline KPIs, analyze ROI, and report performance.
- ABM Platforms: Familiarity with modern ABM orchestration tools (e.g., 6sense, Demandbase ) to target key enterprise accounts.
India Channel Expertise
- B2B Social Media : Expert-level knowledge of leveraging LinkedIn for organic thought leadership, executive profiling, and targeted lead generation.
- Mobile & Direct Channels: Strategic familiarity with using WhatsApp for Business and SMS automation for high-engagement B2B event reminders and nurture streams.
- Local Networks: Experience partnering with local Indian industrial publishers, B2B media houses, and trade associations (e.g., CII, FICCI) to expand reach , and tradeshows.
Experience & Skills
- Proven Track Record: 6 + years of B2B demand generation or field marketing experience, ideally within the industrial automation, technology, or manufacturing sectors.
- Vertical Expertise: Demonstrated success running campaigns targeting Automotive, Electronics, CPG, or Logistics industries in India.
- Campaign Mastery: Deep expertise managing end-to-end multi-channel campaigns, with a strong understanding of both ABM frameworks and net-new acquisition tactics.
- Stakeholder Management: Exceptional capability to build trust and partner closely with senior Sales leaders and distributed global marketing teams.
Personal Attributes
- Autonomy: Ability to execute end-to-end programs independently with little to no oversight.
- Problem Solver: Proactively anticipates project risks and identifies creative ways to clear execution roadblocks.
- Communicator: Strong English communication skills to effectively collaborate across regional borders and corporate layers.