Parker Hannifin
Business Development Mgr. - Demand Generation
Parker Hannifin, Richland, Missouri, United States
Business Development Mgr. - Demand Generation
The Demand Generation Manager at Parker Hannifin will design, execute, and optimize integrated campaigns to generate high‑quality leads and drive revenue growth across the distributor network. This role blends data‑driven marketing, content strategy, and collaboration with sales and channel partners. Responsibilities
Campaign Strategy & Execution Develop and manage B2B best practices for demand/lead management. Execute multi‑channel demand generation campaigns (email, digital ads, paid search, webinars, social media, events) targeting industrial buyers and distributor partners. Align demand generation initiatives with buyer personas and sales funnel stages to ensure qualified lead flow. Channel & Distributor Enablement – Partner with the channel marketing team to support distributor‑led campaigns, co‑branded promotions, and MDF (Market Development Fund) programs. Create scalable toolkits and campaign assets for distribution partners. Lead Management & Nurturing – Build and optimize lead scoring, nurturing workflows, and handoff processes to sales and channel teams. Monitor lead quality and work closely with sales to improve conversion rates and feedback loops. Data & Analytics – Track and report campaign performance metrics including MQLs, SQLs, pipeline influence, lead velocity, and ROI. Utilize CRM and marketing automation tools (e.g., Salesforce, Demandbase, Eloqua) to segment audiences and refine targeting. Content Collaboration – Partner with content creators and product marketing to produce engaging assets such as whitepapers, case studies, landing pages, and email copy that support campaign objectives. Market & Buyer Insights – Analyze customer and market data to refine segmentation and positioning of demand programs. Stay current with industry trends, competitive landscape, and best practices in B2B manufacturing and channel marketing. Lead other demand generation duties including large quote activities and timely completion. Prepare presentations, reports, and analysis for internal and/or external use. Establish budgets and schedules for campaigns to optimize PPC, SEM, and other media campaigns. Provide guidance on new advertising programs, catalog production, trade show participation, product launches and other promotional activities. Regularly interface and collaborate with distribution and field sales. Travel up to 25% or as required. Qualifications
BS in Business, Engineering, Marketing, Communications, Content Strategy or related discipline (advanced degree or certification preferred). 6‑10 years of experience in development, deployment, and analysis of marketing campaigns. Preferred marketing roles in B2B industries. Knowledge of campaign platforms and channels, including marketing automation, social and paid media. Experience managing PPC, SEO, SEM, and retargeting campaigns. Experience with marketing automation, CRM, and campaign tools (preferably Salesforce, Demandbase, Eloqua). Demonstrated experience in successfully implementing large‑scale cross‑channel campaigns within deadlines, budgets, and quality measures. Excellent written, verbal, and presentation skills with ability to articulate approach and establish content direction. Ability to manage multiple projects with excellent time‑management skills. Seniority Level: Not Applicable Employment Type: Full‑time Job Function: Business Development and Sales Industries: Aviation and Aerospace Component Manufacturing, Appliances, Electrical, and Electronics Manufacturing, and Automation Machinery Manufacturing Equal Employment Opportunity. Parker is an Equal Opportunity and Affirmative Action Employer. Parker is committed to ensuring equal employment opportunities for all job applicants and employees. Employment decisions are based upon job‑related reasons regardless of race, ethnicity, color, religion, sex, sexual orientation, age, national origin, disability, gender identity, genetic information, veteran status, or any other status protected by law. However, U.S. Citizenship, Permanent Residency or other appropriate status is required for certain positions, in accord with U.S. import & export regulations. (Minority / Female / Disability / Veteran / VEVRAA Federal Contractor) If you would like more information about Equal Employment Opportunity as an applicant under the law, please go to Employees & Job Applicants | U.S. Equal Employment Opportunity Commission. Drug Tests. All applicants seeking employment with Parker will be subject to drug testing as a condition of employment. Drug‑Free Workplace. In accordance with Parker’s policies and applicable state laws, Parker provides for a drug‑free workplace. Therefore, all applicants seeking employment with Parker will be subject to drug testing as a condition of employment.
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The Demand Generation Manager at Parker Hannifin will design, execute, and optimize integrated campaigns to generate high‑quality leads and drive revenue growth across the distributor network. This role blends data‑driven marketing, content strategy, and collaboration with sales and channel partners. Responsibilities
Campaign Strategy & Execution Develop and manage B2B best practices for demand/lead management. Execute multi‑channel demand generation campaigns (email, digital ads, paid search, webinars, social media, events) targeting industrial buyers and distributor partners. Align demand generation initiatives with buyer personas and sales funnel stages to ensure qualified lead flow. Channel & Distributor Enablement – Partner with the channel marketing team to support distributor‑led campaigns, co‑branded promotions, and MDF (Market Development Fund) programs. Create scalable toolkits and campaign assets for distribution partners. Lead Management & Nurturing – Build and optimize lead scoring, nurturing workflows, and handoff processes to sales and channel teams. Monitor lead quality and work closely with sales to improve conversion rates and feedback loops. Data & Analytics – Track and report campaign performance metrics including MQLs, SQLs, pipeline influence, lead velocity, and ROI. Utilize CRM and marketing automation tools (e.g., Salesforce, Demandbase, Eloqua) to segment audiences and refine targeting. Content Collaboration – Partner with content creators and product marketing to produce engaging assets such as whitepapers, case studies, landing pages, and email copy that support campaign objectives. Market & Buyer Insights – Analyze customer and market data to refine segmentation and positioning of demand programs. Stay current with industry trends, competitive landscape, and best practices in B2B manufacturing and channel marketing. Lead other demand generation duties including large quote activities and timely completion. Prepare presentations, reports, and analysis for internal and/or external use. Establish budgets and schedules for campaigns to optimize PPC, SEM, and other media campaigns. Provide guidance on new advertising programs, catalog production, trade show participation, product launches and other promotional activities. Regularly interface and collaborate with distribution and field sales. Travel up to 25% or as required. Qualifications
BS in Business, Engineering, Marketing, Communications, Content Strategy or related discipline (advanced degree or certification preferred). 6‑10 years of experience in development, deployment, and analysis of marketing campaigns. Preferred marketing roles in B2B industries. Knowledge of campaign platforms and channels, including marketing automation, social and paid media. Experience managing PPC, SEO, SEM, and retargeting campaigns. Experience with marketing automation, CRM, and campaign tools (preferably Salesforce, Demandbase, Eloqua). Demonstrated experience in successfully implementing large‑scale cross‑channel campaigns within deadlines, budgets, and quality measures. Excellent written, verbal, and presentation skills with ability to articulate approach and establish content direction. Ability to manage multiple projects with excellent time‑management skills. Seniority Level: Not Applicable Employment Type: Full‑time Job Function: Business Development and Sales Industries: Aviation and Aerospace Component Manufacturing, Appliances, Electrical, and Electronics Manufacturing, and Automation Machinery Manufacturing Equal Employment Opportunity. Parker is an Equal Opportunity and Affirmative Action Employer. Parker is committed to ensuring equal employment opportunities for all job applicants and employees. Employment decisions are based upon job‑related reasons regardless of race, ethnicity, color, religion, sex, sexual orientation, age, national origin, disability, gender identity, genetic information, veteran status, or any other status protected by law. However, U.S. Citizenship, Permanent Residency or other appropriate status is required for certain positions, in accord with U.S. import & export regulations. (Minority / Female / Disability / Veteran / VEVRAA Federal Contractor) If you would like more information about Equal Employment Opportunity as an applicant under the law, please go to Employees & Job Applicants | U.S. Equal Employment Opportunity Commission. Drug Tests. All applicants seeking employment with Parker will be subject to drug testing as a condition of employment. Drug‑Free Workplace. In accordance with Parker’s policies and applicable state laws, Parker provides for a drug‑free workplace. Therefore, all applicants seeking employment with Parker will be subject to drug testing as a condition of employment.
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