Digital Marketing Demand Generation

Steven B. Wagner

*************@*****.*** • LinkedIn • McDonald, PA • 412-***-****

Summary

Innovative, revenue-driven marketing executive with a proven track record of building scalable, predictable, and repeatable cross-channel demand generation processes. Adept at leading high-impact campaigns that align seamlessly with sales and marketing pipeline objectives, while expertly managing budgets and resources. Demonstrates strong leadership in cultivating and expanding new departments, driving new revenue streams, and delivering measurable results through data-driven strategies. Skilled in demand generation, account-based marketing, digital marketing, and direct response campaigns, with a focus on fostering growth, adaptability, and organizational excellence. Areas of Emphasis

• Demand Generation & Revenue Growth

• Cross-Channel Marketing

• Account-Based Marketing (ABM)

• Lead Generation & Qualification

• Sales & Marketing Alignment

• Project & Product Management

• Campaign Development, Execution

• Metrics Tracking & Reporting

• Digital Advertising Platforms

• Market Research & Analysis

• Leading, Training, Mentoring

• Cross-Functional Collaboration

• Customer Journey Mapping

• Stakeholder Communications

• Process Optimization

Career Highlights

• Pioneered the adoption of Account Based Marketing (ABM) strategy, execution, and technology, established ABM platforms across four organizations, positioning them at the forefront of targeted account engagement.

• Defined and standardized lead qualification criteria, streamlined lead handoff processes, and implemented effective lead nurturing frameworks for six organizations, optimizing pipeline velocity and quality.

• Led a high-impact initiative to expand the sales funnel with larger opportunities, creating 17 new deals valued at

$500,000 or more within two years, significantly boosting revenue potential.

• Directed a strategic website rebranding and A/B testing initiative, identifying the highest-performing site version, which led to a 35% increase in site traffic and enhanced digital engagement. Career Experience

Oversight, Pittsburgh, PA 2023 to 2025

Director of Demand Generation

Led strategic direction for the global finance AI platform provider based in Atlanta, GA.

• Managed a $2.0MM demand generation budget, contributing to over $23MM in ARR since Q4 2023, with a 42% increase in active pipeline entering 2025.

• Led the sourcing and execution of the 6sense ABM platform to target in-market accounts, driving pipeline through campaigns like SDR outbound, digital advertising, and paid social.

• Strategically executed and measured inbound and outbound campaigns (ABM, G2, webinars, events, digital, social media), collaborating with marketing operations on lead criteria, scoring, and nurturing.

• Optimized website content and forms, increasing conversions by 30% and reducing form abandonment by 24%.

• Managed a team of four SDRs in 2024 until new sales management was established. Sama, Pittsburgh, PA 2022 to 2023

Director of Demand Generation

Managed demand generation strategies for the global data annotation software and services company in San Francisco, CA.

• Managed a $1.5MM demand generation budget and led a team of 3 digital marketing professionals.

• Led Account-Based Marketing (ABM) initiatives with personalized messaging for targeted industries and audiences.

• Executed and measured inbound/outbound campaigns across channels, including webinars, events, email, social media, and website.

• Improved lead quality and conversion metrics, increased MQL to SQL conversion by 21%, and reduced disqualification rate by 15%.

• Grew marketing-sourced opportunities from 7% in 2022 to 30%, with a goal of 50% by year-end. PKWARE, Pittsburgh, PA 2021 to 2022

Director of Demand Generation

Led the development and execution of ABM strategy for the global enterprise data protection software company based in Milwaukee, WI. Personalized messaging, targeted campaigns, and multichannel demand generation (webinars, events, digital, social media) to support a $16M pipeline in 2021, with plans to increase contribution to 60% by 2022.

• Managed cross-functional coordination for webinars, co-marketing campaigns with partners, and brand initiatives, ensuring alignment with business objectives and audience engagement. Steven B. Wagner

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• Established multivariate testing and utilized marketing automation tools (Salesforce, HubSpot, SalesLoft) to optimize campaigns, track performance, and automate workflows, achieving measurable improvements in conversion rates.

• Supported branding efforts, including a company-wide brand refresh and website redesign, while setting program objectives, budgets, and metrics to meet lead generation and revenue goals. Webbula – The Data Solution Experts, Pittsburgh, PA 2019 to 2021 Senior Marketing Leader

Technology company specializing in data quality, data enrichment, and audience targeting solutions.

• Led the strategic marketing function, managing a team and vendors, and executing campaigns to drive inbound demand through paid, organic search, and new demand channels like Content, Email, and ABM.

• Directed rebranding efforts, website redevelopment, and go-to-market strategies for new product launches, enhancing digital assets, and brand positioning.

• Managed strategic partnerships, resulting in over $1.2MM in additional pipeline generated through integrated marketing initiatives.

Plus Consulting, Pittsburgh, PA 2018

Senior Marketing and Business Development Manager

Technology company with a focus on CRM, Cyber-Security, and Microsoft Services.

• Led a team of five marketing professionals, overseeing content, video, and digital strategies to support brand awareness, demand generation, and inbound lead activity.

• Built and executed company's business development team and outbound account-based marketing to generate leads.

• Achieved $240,000 in pipeline growth through targeted marketing programs and SEO strategies. Sales Performance International, Charlotte, NC 2013 to 2018 Director of Demand Generation

Global sales technology, training, and analytics company based in Charlotte, NC.

• Developed and executed global demand generation strategies, including account-based marketing, digital marketing, and SEO, resulting in a $28M revenue contribution and a 30% pipeline growth by 2017.

• Managed a marketing team responsible for content creation, video production, email campaigns, and social media, consistently increasing sales-qualified leads by ~20% annually.

• Delivered client-facing demand generation training and contributed to content marketing efforts, including blog pieces and campaign development.

• Oversaw marketing automation, email marketing, contact database management, and the implementation of marketing platforms and go-to-market strategies.

• Led redesign and launch of the company's new website in 2016, supporting overall marketing and activity growth. Additional Experience

Manager of Lead Generation ShowClix, Pittsburgh, PA Support Services Specialist Ariba, Pittsburgh, PA Lead Qualification and Inside Sales Manager Landslide Technologies, Pittsburgh, PA Lead Generation and Market Research Manager True Commerce, Inc., Wexford, PA Education & Professional Development

Bachelor of Science, Communications Clarion University of Pennsylvania Solution Selling Sales Methodology Certification

Technology Proficiencies

Microsoft Office (Word, Excel, PowerPoint, Outlook), Salesforce, Microsoft Dynamics, NetSuite CRM, Marketo, Eloqua, Pardot, HubSpot, Demandbase, 6sense, TechTarget ABM Platforms, Salesloft/Outreach.io Sales Engagement Software, Google Adwords, Hotjar, SpyFU, Asana, JIRA Project Management, Tableau, CaliberMind Professional Associations

Member, American Marketing Association (AMA)

Member, American Association of Inside Sales Professionals (AA-ISP) Member, Oakdale Masonic Lodge 669

Volunteer Coach, West Allegheny Youth Soccer Association Marketing and Promotions Chair, Boy Scout Troop 248

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