Business Development Mgr. Demand Generation

Demand Generation - Business Development Manager

Parker Hannifin is a Fortune 250 global leader in motion and control technologies and systems. For more than a century the company has been enabling engineering breakthroughs that lead to a better tomorrow. In Motion Systems Group and Pneumatic Division, we play a pivotal role in applications that change our world. We are in almost everything that moves. With our wide range of technologies, we help our customers solve their most complex engineering challenges by living our purpose : enabling engineering breakthroughs that lead to a better tomorrow. We believe that our team members are our key assets and that a diverse workforce is a driving force to bring our purpose to life. We foster a culture where every team member feels safe, included and empowered. We all belong, we all matter, and we all make a difference. We have an exciting opening for a Demand Generation - Business Development Manager in Richland, MI. If you are looking for an opportunity to make an impact and grow your career, consider putting your experience in motion at Parker Pneumatic Division (PDN). Here you will find a passionate team built on a winning culture that puts our people and customers first. We are inspired by our purpose of Enabling Engineering Breakthrough that Lead to a Better Tomorrow.

The Demand Generation Manager will be responsible for designing, executing, and optimizing integrated campaigns that generate high-quality leads and drive revenue growth across our distributor network. This role requires a blend of data-driven marketing, content strategy, and close collaboration with sales and channel partners to maximize program effectiveness.

Your Main Responsibilities :

• Campaign Strategy & Execution
• Develop and manage B2B best practices of total demand / lead management.
• Develop and 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 on 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.
• Other Duties
• Lead other demand generation duties including large quote activities and efforts to 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.