Manager - Digital Marketing and Inside Sales

Overview

The Manager – Digital Marketing and Inside Sales at Axonect is responsible for planning, executing, and optimizing digital marketing, lead generation, account-based marketing, CRM pipeline management, and inside sales initiatives that support business growth, customer acquisition, and revenue pipeline development. 

This role focuses on building brand awareness and engagement across digital channels, generating and qualifying marketing leads, executing direct outreach programs, managing digital campaigns, supporting demand generation and RFI consideration awareness, and ensuring strong alignment between Marketing and Sales. 

The incumbent will manage the digital marketing and inside sales function, including campaign execution, lead qualification, CRM tracking, pipeline reporting, marketing automation, channel management, analytics, and data-driven optimization. The role will also contribute to relevant Marketing Strategy & Operations areas, including campaign performance tracking, marketing technology stack management, budget inputs, brand governance, and strategic growth initiatives.

Key Responsibilities

Digital Marketing Strategy and Campaign Execution 

• Develop and execute digital marketing strategies that support Axonect's brand awareness, lead generation, demand generation, customer engagement, and revenue pipeline objectives
• Plan, manage, and optimize digital campaigns across relevant channels, including website, landing pages, email, paid media, social media, search, display, and partner platforms
• Build integrated digital campaign plans in collaboration with Product Marketing, Creative, Corporate Communications, Sales teams and Senior Leadership
• Develop campaign briefs, audience targeting plans, channel plans, conversion journeys, and performance KPIs for digital marketing initiatives
• Ensure digital campaigns are aligned with product positioning, brand guidelines, target customer segments, and business priorities
• Continuously optimize campaign performance based on engagement, conversion, lead quality, cost efficiency, and pipeline contribution

Lead Generation, Qualification and Direct Outreach

• Drive marketing qualified lead generation through digital campaigns, account-based marketing, outbound outreach, events, webinars, content campaigns, and partner initiatives
• Establish and manage lead qualification processes, lead scoring criteria, and handover workflows between Marketing, Inside Sales, and Sales teams
• Lead direct outreach initiatives to engage target accounts, prospects, partners, and priority customer segments
• Manage inside sales activities, including prospect identification, outreach sequencing, lead nurturing, appointment setting, qualification calls, and opportunity handover
• Ensure timely follow-up on campaign-generated leads, event leads, website inquiries, webinar participants, and partner referrals
• Monitor lead quality, conversion rates, sales acceptance, and pipeline progression to improve the effectiveness of lead generation activities

CRM Pipeline Management and Lead Progression Tracking 

• Manage CRM usage, lead entry, lead tracking, pipeline progression, campaign attribution, and marketing-to-sales handover processes. 
• Ensure all leads, contacts, accounts, activities, and opportunity-related updates are accurately captured and maintained in the CRM
• Track lead progression from inquiry to MQL, SQL, opportunity, and pipeline contribution
• Develop reports and dashboards to monitor lead volume, source performance, conversion rates, outreach productivity, and sales follow-up effectiveness
• Work with Sales and Business Development teams to improve visibility of marketing-sourced and marketing-influenced pipeline
• Identify pipeline gaps, lead leakage points, and process improvements to enhance lead progression and sales conversion

Account-Based Marketing and Demand Generation 

• Develop and execute account-based marketing campaigns targeting priority accounts, strategic customer segments, and high-value prospects
• Work with Sales and Product Marketing to define account lists, buying committees, pain points, messaging, engagement tactics, and follow-up journeys
• Create and manage ABM campaign workflows, personalized outreach plans, targeted content distribution, and account-level engagement tracking
• Support demand generation and RFI consideration awareness by promoting Axonect's product capabilities, customer proof points, and solution relevance to target markets
• Collaborate with Product Marketing and Creative teams to develop campaign assets, landing pages, emails, ads, product messaging, and nurture content

Digital Channel Management and Brand Engagement 

• Manage Axonect's digital channels to ensure consistent visibility, engagement, lead capture, and brand presence
• Oversee website and landing page performance, including content updates, conversion optimization, user journeys, analytics, and campaign integration
• Manage email marketing, marketing automation workflows, nurture campaigns, and customer/prospect communications where applicable
• Coordinate social media and paid campaign activities with Corporate Communications, Product Marketing, and Creative teams to ensure message consistency
• Monitor digital engagement, audience behavior, channel performance, and campaign trends to identify improvement opportunities
• Ensure digital channel execution follows approved brand, messaging, data privacy, and governance standards

Marketing Technology, Automation, Analytics and Reporting 

• Manage the marketing technology stack relevant to digital marketing, CRM, email marketing, campaign automation, analytics, reporting, and lead management
• Implement marketing automation workflows for lead nurturing, segmentation, scoring, campaign follow-ups, and lifecycle communications
• Maintain accurate data flows between marketing platforms, CRM, analytics tools, and reporting dashboards
• Track, analyze, and report digital marketing performance, including traffic, engagement, conversions, cost per lead, MQLs, SQLs, pipeline contribution, and ROI
• Use campaign analytics and CRM insights to recommend improvements to targeting, messaging, channel mix, budget allocation, and lead conversion
• Explore AI-enabled automation, analytics, personalization, and reporting opportunities to improve campaign efficiency and decision-making

Marketing Technology, Automation, Analytics and Reporting 

• Manage the MarTech stack relevant to digital marketing, CRM, email marketing, campaign automation, analytics, reporting, and lead management
• Implement marketing automation workflows for lead nurturing, segmentation, scoring, campaign follow-ups, and lifecycle communications
• Maintain accurate data flows between marketing platforms, CRM, analytics tools, and reporting dashboards
• Track, analyze, and report digital marketing performance, including traffic, engagement, conversions, cost per lead, MQLs, SQLs, pipeline contribution, and ROI
• Use campaign analytics and CRM insights to recommend improvements to targeting, messaging, channel mix, budget allocation, and lead conversion
• Explore AI-enabled automation, analytics, personalization, and reporting opportunities to improve campaign efficiency and decision-making

Marketing and Sales Alignment 

• Establish strong alignment between Marketing, Inside Sales, Sales, Product Marketing, and Business Development teams
• Define and manage lead handover processes, service-level expectations, feedback loops, and follow-up governance with Sales
• Conduct regular reviews with Sales to assess lead quality, campaign performance, pipeline progress, and account engagement
• Gather feedback from Sales and prospects to improve campaign messaging, lead qualification criteria, outreach scripts, and nurture journeys
• Support Sales with campaign insights, account intelligence, lead activity history, and engagement data to improve conversion outcomes

Marketing Strategy and Operations Support 

• Contribute to campaign performance tracking, brand engagement monitoring, digital sentiment insights, and marketing effectiveness reviews
• Provide budget inputs for paid media, digital campaigns, marketing automation tools, CRM-related platforms, lead generation programs, and inside sales initiatives
• Support brand governance by ensuring digital campaigns, outreach communication, landing pages, and marketing materials follow approved brand and messaging standards
• Support A&P and Opex tracking for digital marketing and inside sales activities
• Contribute to strategic company initiatives requiring digital marketing execution, lead generation, campaign automation, CRM support, or inside sales outreach
• Identify process improvements, technology enhancements, and reporting mechanisms to improve marketing operations and revenue contribution

Team Leadership and Stakeholder Management 

• Lead and develop the Digital Marketing and Inside Sales team to ensure timely execution, quality output, and achievement of lead generation targets
• Set clear goals, KPIs, workflows, reporting practices, and accountability mechanisms for team members
• Manage agencies, vendors, freelancers, media partners, and technology providers supporting digital marketing and lead generation activities
• Build a performance-driven, data-led, collaborative, and customer-focused team culture

Key Accountabilities

Digital Marketing Strategy and Execution: Develop and execute digital marketing strategies and campaigns that strengthen Axonect's online presence, improve engagement, generate qualified leads, and support business growth. 

Lead Generation and Qualification: Drive marketing qualified lead generation, lead nurturing, direct outreach, inside sales qualification, and timely handover of qualified opportunities to Sales. 

CRM Pipeline Management and Reporting: Ensure accurate CRM tracking, lead progression management, pipeline reporting, campaign attribution, and visibility of marketing-sourced and marketing-influenced opportunities. 

Account-Based Marketing Execution: Plan and execute targeted ABM campaigns for priority accounts, ensuring alignment with Sales, Product Marketing, and business development priorities. 

Marketing and Sales Alignment: Establish effective collaboration between Marketing, Inside Sales, and Sales through clear processes, feedback loops, reporting, and lead handover governance. 

Digital Channel Management: Manage digital channels, landing pages, email campaigns, paid media, social campaigns, and web journeys to improve awareness, engagement, and conversion. 

Marketing Technology, Automation and Analytics: Manage marketing automation, CRM data flows, campaign analytics, reporting dashboards, and AI-enabled optimization to improve efficiency and performance. 

Marketing Strategy and Operations Support: Support campaign performance tracking, brand governance, budget inputs, digital sentiment monitoring, A&P/Opex tracking, and strategic marketing initiatives relevant to digital marketing and inside sales. 

Team Leadership and Performance Management: Lead, coach, and develop the Digital Marketing and Inside Sales team to deliver high-quality execution and measurable business outcomes.

Person Specifications

Education and Experience 

• Bachelor's degree in Marketing, Business Administration, Digital Marketing, Communications, Information Systems, Technology Management, or a related field
• A Master's degree, MBA, or professional certification in Digital Marketing, CRM, Marketing Automation, Data Analytics, or Sales Management would be an added advantage
• Minimum of 6–8 years of experience in digital marketing, demand generation, inside sales, marketing operations, CRM pipeline management, or B2B lead generation
• Minimum of 2–3 years of experience in a managerial or team leadership role
• Proven experience planning and executing digital campaigns across web, email, paid media, social media, search, landing pages, and marketing automation platforms
• Experience managing lead qualification, direct outreach, ABM, CRM tracking, campaign reporting, and marketing-to-sales handover processes
• Experience working with Sales, Product Marketing, Creative, Corporate Communications, and senior business stakeholders
• Experience in the ICT, telecommunications, SaaS, enterprise software, digital platforms, or technology services industry is highly desirable

Knowledge 

• Strong understanding of digital marketing strategy, demand generation, lead generation, lead nurturing, and conversion optimization
• Knowledge of inside sales processes, direct outreach methods, prospecting, qualification frameworks, and appointment-setting practices
• Understanding of CRM pipeline management, lead lifecycle stages, MQL/SQL definitions, campaign attribution, and sales handover governance
• Knowledge of Account-Based Marketing principles, target account engagement, account segmentation, and personalized campaign execution
• Familiarity with digital marketing channels, including paid media, SEO, SEM, email marketing, social media, display advertising, landing pages, and websites
• Understanding of marketing automation workflows, lead scoring, segmentation, nurture journeys, and lifecycle communications
• Knowledge of digital analytics, campaign reporting, funnel metrics, cost per lead, conversion rates, engagement metrics, and ROI tracking
• Understanding of B2B technology marketing, enterprise customer journeys, buyer personas, and long sales cycles
• Familiarity with brand governance, digital communication standards, data privacy considerations, and content approval processes
• Knowledge of marketing technology platforms, CRM systems, analytics dashboards, email platforms, automation tools, and AI-enabled marketing solutions

Skills 

• Strong digital campaign planning and execution skills
• Strong lead generation, lead qualification, and inside sales management skills
• Excellent CRM, pipeline tracking, and reporting skills
• Strong analytical skills with the ability to interpret campaign data, funnel metrics, lead quality, and pipeline outcomes
• Excellent stakeholder management and cross-functional collaboration skills
• Strong written and verbal communication skills for campaign messaging, outreach scripts, email content, and reporting
• Good understanding of audience targeting, segmentation, campaign optimization, and conversion journeys
• Strong project management skills with the ability to manage multiple campaigns, channels, vendors, and deadlines simultaneously
• Ability to develop dashboards, campaign reports, performance reviews, and actionable insights
• Proficiency in marketing automation, CRM, analytics, advertising, email marketing, collaboration, and project management tools