Demand Generation Specialist in Kansas City at CBIZ

Date Posted: 1/13/2023

Job Snapshot

Job Description

With over 100 offices and nearly 6,000 associates in major metropolitan areas and suburban cities throughout the U.S. CBIZ (NYSE: CBZ) delivers top-level financial and employee business services to organizations of all sizes, as well as individual clients, by providing national-caliber expertise combined with highly personalized service delivered at the local level.  

CBIZ has been honored to be the recipient of several national recognitions:

  • 2022 Top Workplaces USA
  • 2022 Great Place to Work Certification
  • Top 101 2021 Best and Brightest Companies to Work For in the Nation
  • 2021 America's Best Mid-Size Employers
  • 2021 Best and Brightest Companies in Wellness


The Demand Generation Specialist, Financial Services works with the Financial Services National Business Development team, the Financial Services National Marketing team, and the Director of Demand Generation to deliver engaging, scalable marketing programs that drive revenue-generating opportunities. Reporting to Corporate Marketing and taking strategic direction from the National Director of Business Development, this role is responsible for using CBIZ’s marketing technologies to generate leads and account-based opportunities for a team that sells B2B accounting, tax, and advisory services.

Primary responsibilities include:

Demand Generation (40%)

Inbound Lead Generation

•        Build, execute, and leverage web forms, landing pages, email, and other strategies through tools like Salesforce, Pardot, Demandbase, LinkedIn, ZoomInfo, SalesLoft, and more, focused on capturing net-new leads to nurture through to sales-ready state.

•        Maintain scalable processes that guarantee best practices in lead generation/campaign management.

Outbound Lead Generation

•        Ideate, build, coordinate, leverage and execute multi-touch account-based marketing, email, paid advertising, and social selling campaigns focused on engaging existing leads to convert them to opportunities for sales team.

•        Work directly with the Financial Services Sales Development Representatives to drive pipeline.

Sales-Ready Lead Generation

•        Identify and monitor triggers that indicate when nurture-state leads are ready for sales hand off.

•        Identify triggers for recapturing opportunity in the customer journey and leverage existing data signals to build and execute campaigns targeted at converting known contacts in the funnel.

Account-Based Marketing

•        Working in tandem with revenue generators, create hyper-targeted, account-based marketing campaigns designed to drive revenue, recognition, and relationship with identified priority accounts.

•        Build, manage, and monitor seller target lists for the Financial Services SDR team, while creating best practice training for sales enablement on account-based marketing data.


Sales Enablement (40%)

Sales and Marketing Technology

•        Manage use of sales enablement technology platforms, including Salesforce, SalesLoft, ZoomInfo, and Demandbase, to ensure both user adoption and best practices are in place.

Sales & Marketing Operations

•        Serve as connector between sales and marketing teams ensuring leads are handed off to sales team, working with the Digital Marketing Analyst to adjust marketing programs based on sales feedback loop when necessary.

•        Create sales-enabling reports and dashboards and maintain consistent internal communication with sales leadership and associates.

Sales Engagement

•        Develop communication templates to be used by sales team in mediums like email, phone and social media that increase new lead to open opportunity close ratio.

•        Use data to provide sales team with guidance on top-performing content and topics for use in ongoing relationship building.


Reporting (20%)

Campaign Reporting

•        Work with the Digital Marketing Analyst to create dashboards, monitor channels and referral sources, and provide data-driven insights into campaign successes.

•        Work with Director of Field Marketing to ensure Field Marketers have access to campaign reporting mechanisms.

•        Work with leadership to identify and report on key performance indicators for each campaign.

•        Monitor data within MarTech stack to ensure reporting accuracy.

Customer Journey

•        Build, own, and continuously monitor key customer journeys, based on lead source.

•        Identify ongoing areas of improvement within each customer journey, from awareness to conversion to advocacy.

Required Qualifications

•        Ability to be intellectually creative, strong in process execution, data-driven, and in-tune with sales and marketing alignment.

•        Ability to work independently in a matrixed, remote friendly environment.

•        Experience with creating and executing highly engaging, sales-driven email campaigns.

•        Desire to win, succeed and outperform the competition is an intrinsic quality that will create success and align with the team’s culture.

•        Demonstrated experience with CRMs and marketing automation systems is necessary to succeed because this role will predominantly use Salesforce, Pardot, Demandbase, and SalesLoft to drive marketing programs.

•        Effective written and verbal communication skills to drive internal communication throughout sales team.

•        Other duties as assigned.


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CBIZ is an affirmative action-equal opportunity employer and reviews applications for employment without regard to the applicant’s race, color, religion, national origin, ancestry, age, gender, gender identity, marital status, military status, veteran status, sexual orientation, disability, or medical condition or any other reason prohibited by law. If you would like more information about your EEO rights as an applicant under the law, please visit these following pages EEO is the Law and EEO is the Law Supplement.