Sr. Product Marketing Manager - SMB Customer Segment

Marketing / Product Marketing Remote, United States


Sr. Product Marketing Manager - SMB Customer Segment

Location: Remote, US

Seize your chance to be a leader as we create something BIG! The contact center market is at the early stages of moving to the cloud (only 15% penetration vs. 60%+ for CRM) – and NICE CXone is the recognized market leader (Gartner Magic Quadrant, Forrester Wave, and market share) in this high growth, $15B+ market.

The Senior Product Marketing Manager – SMB Segment Leader is the customer, and small/medium business (SMB) segment expert responsible for 1) developing and telling an audience-centric story about the key topics and business outcomes that are important to decision makers and; 2) identifying cross-channel, cross-pipeline initiatives to drive growth and market share in this important customer segment. He or she develops deep understanding of personas, their key issues, and buying process; and ensures that segment sales, direct marketing, and partner marketing are aligned to achieve pipeline and bookings goals.

As a Segment Marketing Leader, a Typical Day Might Include the Following:
  • Facilitate regular SMB segment “whole marketing funnel” reviews across marketing and sales and prioritize top improvements to achieve and exceed goals
  • Map the potential buying process for the solution, including key roles that will participate in it
  • Build and maintain segment-specific buyer personas, or refine existing buyer personas based on industry knowledge
  • Monitor industry trends (e.g. industry regulations, technology trends, macroeconomic conditions, business processes, challenges) and terminology, and act as an industry subject matter expert
  • Refine product positioning and messaging, as required, to improve resonance with target customer segments
  • Map products, services and offerings from external partners into key solution categories
  • As the small business customer expert, team with content and demand marketing to develop integrated demand programs, mapping audience-centric themes and content to target audiences throughout the buying cycle to achieve pipeline creation and revenue goals for specific customer segments
  • Partner with sales on the best routes to market for target products in this segment, typically a combination of internal sales resources, cross-sell to existing NICE customers, and external partners (e.g. Carriers and VARs/VADs), and what marketing support is required
  • Collaborate with customer marketing to incorporate a range of customer testimonials for external/internal use, including written case studies, product messaging, and analyst communication
To Land This Gig You'll Need:
  • Bachelor's degree in Marketing or Business Management or related field or equivalent work experience required.
  • Master's degree/MBA preferred
  • 5+ years product marketing experience
  • Strong writing/presentation building
  • Demonstrated success in developing strategies for creating new customer pipeline through digital, field marketing, and partner marketing channels; plus cross-sell and account-based marketing programs to grow existing relationships
  • Able to analyze information collected from win/loss interviews and pipeline behavior (conversion rates and velocity) to detect breakdowns in the marketing and sales process
  • Experience building and maintaining target buyer personas, buyer journey maps, and target customer profiles
  • Strong business acumen
  • Highly organized
  • Flexible
  • Collaborative
  • Strong project manager
  • Empathetic to a variety of sales resources (inside/field/channel) and what motivates them
Bonus Experience:
  • Contact Center and b-to-b software as a service experience strongly desirable
  • Marketing campaign design/management, digital marketing, or channel marketing experience desirable
  • Previous sales or entrepreneurship experience a plus
  • Understanding of demand type and how it alters the general sales/marketing approach at a fundamental level
  • B2B buying process expertise
  • Experience with diverse go-to-market models, including third-party channel routes to market
ABOUT NICE CXone: NICE CXone makes it easy and affordable for organizations around the globe to provide exceptional customer experiences while meeting key business metrics. NICE CXone provides the world’s #1 cloud customer experience platform, NICE CXone CXone™, combining best-in-class Omnichannel Routing, Workforce Optimization, Analytics, Automation and Artificial Intelligence on an Open Cloud Foundation. NICE CXone is a part of NICE (Nasdaq: NICE), the worldwide leading provider of both cloud and on-premises enterprise software solutions.

NICE is committed to provide an environment based on equal opportunity for all qualified applicants and employees. It is the policy of NICE to afford equal employment opportunities to qualified individuals, regardless of age, race, color, creed, religion, citizenship, ancestry, national origin, sex, gender, pregnancy, mental or physical disability, marital status, veteran status, service in the Armed Forces, sexual or affectional orientation, atypical hereditary cellular or blood traits, genetic information, status as a victim of domestic or sexual violence, and/or any other status protected by any applicable federal, state and/or local statute or regulation.