We were recently engaged by a client to conduct a search for a Content Marketing Manager. Our client is a B2B data communication solutions provider. 

Our client interviewed 4 candidates:

The Conversion Queen - $83K Base 

• 6 years of experience in B2B and B2B2C content marketing 
• Built the content manager function from ground up and created processes 
• Content focused on brand awareness, nurturing, converting audiences, customer engagement campaigns, email marketing, product platform, SEO, demand gen and PR
• Achieved:
  • 60% MQL to deal conversion rate
  • 250%+ increase in subscribers
  • 52% engagement rate and 33% conversion rate
  • 23% average open rate and 16% CTR on email campaigns 
• Marketing tools: HubSpot, Dynamics, MailChimp, Envoke, SEMRush, Google, WordPress, Canva, Adobe Creative Suite, Hootsuite & PostBeyond
• BSocS in Political Science & Global Studies

The Marketing Maverick - $75K Base 

• 10 years of experience in B2B content marketing
• As the only marketer, they drove all digital marketing initiatives 
• Main content types: website copy, landing pages, blogs, email, infographics, datasheets, newsletters, whitepapers, case studies, social and paid ads
• Achieved: 
  • 200+ organic leads for a virtual meetup event
  • 50+ organic leads for a product webinar
  • 70% growth in lead generation through their organic content marketing strategy
  • Organic social strategy resulted in 80% growth in followers and 90% growth in clicks and impressions
• Marketing tools: Hootsuite, Adobe Photoshop, Corel Draw, WordPress, Google Suite & Zoho
• BSocS in Political Science & Global Studies

The Growth Guru - $85K Base  

• 7 years of experience in B2B SaaS content marketing 
• Responsible for publishing and managing content on the website and blog 
• Main content types: website, landing papers, blogs, whitepapers, email & SEO
• Achieved:
  • Grew website visitors to 300k+
  • 0 to 5k signups
• Marketing tools: WordPress & Google Analytics
• BA in English & International Studies 

The Hire

• 6 years of experience in B2B SaaS content marketing
• Developed, planned and executed the content strategy, working directly with demand gen 
• Main content types: webinars, annual reports, testimonials, emails, case studies, podcast, social media & market research
• Achieved:
  • 5% increase in monthly blog subscribers and 7% MOM growth in social followers
  • Development of an annual industry report that generated more than 200% of engagement goal 
  • Drove $1.7M in pipeline influence
• Marketing tools: HubSpot, MailChimp, Google Analytics, Google Ads, Photoshop & WordPress
• Masters in Marketing & BBA in Marketing

To attract and land this candidate, our client offered a $95k Base + 10% Bonus.

As you can see, compensation for these candidates varies significantly based on the length and scope of experience, as well as their ability to thrive in similar environments.

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