The Company:
Cognex is the global leader in the dynamic and rapidly growing field of machine vision, generating annual revenue of $1 billion. We are a financially strong international organization with a culture that combines the energy and creativity of a startup with the stability of an established company.
Our employees, proudly known as Cognoids, take their work seriously—but never themselves. Our Work Hard, Play Hard, Move Fast culture celebrates innovation, perseverance, and results in a fun and rewarding environment. At Cognex, we value in-person collaboration and teamwork, fostering an environment where ideas thrive and careers grow.
Core Responsibilities
Demand Generation & Pipeline Ownership
- Own the regional targets for generating new contacts, Marketing Qualified Leads (Tasks), and Sales Opportunities.
- Execute a balanced 50/50 strategic split between Account-Based Marketing (ABM) and New Account Acquisition.
- Utilize a diverse marketing toolbox to source high-value opportunities within untapped market segments.
- Collaborate with the global Center of Excellence (CoE) to optimize localized email marketing and paid search campaigns.
Strategic Sales Alignment
- Partner closely with the India Sales leadership team to align marketing priorities with regional revenue goals.
- Co-lead field execution strategies, including custom customer seminars and localized industry events.
- Maintain a tight feedback loop with the Inside Sales team (managed by a peer marketing leader) to optimize Task-to-Opportunity conversion rates.
Vertical Market Execution
- Design and deploy targeted campaigns specifically tailored to Cognex's core growth verticals: Automotive, Electronics, CPG, and Logistics.
- Develop deep localized insights for these verticals to ensure highly relevant, high-impact messaging.
Process Innovation & Scale
- Proactively share execution examples and proven optimization recommendations to upgrade the global demand generation playbook.
- Standardize regional event and campaign workflows to ensure predictable, scalable marketing ROI.
Job Requirements
MarTech & Tool Requirements
- CRM & Automation: Hands-on proficiency with Salesforce and Pardot (Account Engagement) to manage pipelines and nurture campaigns.
- Conversational Marketing: Experience using Qualified (or similar conversational marketing/website chat platforms) to capture real-time intent.
- Analytics & Reporting: Ability to navigate Power BI (PBI) dashboards to track pipeline KPIs, analyze ROI, and report performance.
- ABM Platforms: Familiarity with modern ABM orchestration tools (e.g., 6sense, Demandbase) to target key enterprise accounts.
India Channel Expertise
- B2B Social Media: Expert-level knowledge of leveraging LinkedIn for organic thought leadership, executive profiling, and targeted lead generation.
- Mobile & Direct Channels: Strategic familiarity with using WhatsApp for Business and SMS automation for high-engagement B2B event reminders and nurture streams.
- Local Networks: Experience partnering with local Indian industrial publishers, B2B media houses, and trade associations (e.g., CII, FICCI) to expand reach, and tradeshows.
Experience & Skills
- Proven Track Record: 6+ years of B2B demand generation or field marketing experience, ideally within the industrial automation, technology, or manufacturing sectors.
- Vertical Expertise: Demonstrated success running campaigns targeting Automotive, Electronics, CPG, or Logistics industries in India.
- Campaign Mastery: Deep expertise managing end-to-end multi-channel campaigns, with a strong understanding of both ABM frameworks and net-new acquisition tactics.
- Stakeholder Management: Exceptional capability to build trust and partner closely with senior Sales leaders and distributed global marketing teams.
Personal Attributes
- Autonomy: Ability to execute end-to-end programs independently with little to no oversight.
- Problem Solver: Proactively anticipates project risks and identifies creative ways to clear execution roadblocks.
- Communicator: Strong English communication skills to effectively collaborate across regional borders and corporate layers.
