Role Overview

We are seeking a data-driven Lead Nurture Specialist to drive the conversion of Leads to Marketing Qualified Leads (MQLs) for our precision measurement and test solutions. This role focuses on engaging highly technical audiences-including engineers, quality managers, metrology specialists, and procurement teams-through targeted, educational demand generation programs.

You will be responsible for designing and optimizing multi-channel campaigns that support long, complex B2B buying cycles and drive leads to qualified MQLs before handing over as opportunities to sales.

Key Responsibilities

Lead-to-MQL Funnel Ownership

• Own and optimize the Lead → MQL conversion process for precision measurement solutions.

• Define and refine MQL criteria and lead scoring models based on technical engagement, buying signals, and account fit.

• Analyze buyer behavior across engineering, quality, and operations personas to identify MQL readiness.

Demand Generation Campaigns

• Plan, execute, and optimize multi-channel demand generation programs, including:

  • Technical webinars and virtual demos

  • Application notes, white papers, and gated technical content

  • Industry events, trade shows, and virtual conferences

  • Paid search, LinkedIn, and account-based campaigns

• Develop nurture programs tailored to long sales cycles and multi-stakeholder buying committees.

Marketing Automation & CRM

• Manage and optimize campaigns using marketing automation platforms (e.g., Microsoft Dynamics 365).

• Ensure accurate lifecycle tracking, segmentation, and routing within CRM systems (e.g., Microsoft Dynamics 365).

• Collaborate with subsidiary teams to maintain clean data and attribution across channels.

Performance Measurement & Optimization

• Track and report on key metrics such as:

  • Lead-to-MQL conversion rate

  • Cost per MQL

  • Engagement with technical content

  • MQL velocity through the funnel

• Conduct A/B testing on messaging, content formats, and channels to improve conversion quality.

• Provide actionable insights to improve campaign effectiveness and pipeline contribution.

Cross-Functional Collaboration

• Partner closely with Sales and Application Engineering teams to align on MQL definitions and feedback.

• Work with Product Marketing and Engineering to translate complex technical value propositions into effective demand assets.

• Support account-based marketing (ABM) initiatives for strategic industrial and enterprise customers.

Key Success Metrics (KPIs)

• Growth in qualified MQL volume

• Lead-to-MQL conversion rate

• Cost per MQL

• Engagement rates with technical content and events

• Contribution to sales pipeline and opportunity creation

Required Qualifications

• At least 5-8 years of experience in B2B Demand Generation or Growth Marketing.

• Experience marketing technical or industrial products (precision measurement, instrumentation, industrial automation, or similar).

• Proven ability to drive Leads to MQLs in long-cycle B2B sales environments.

• Hands-on experience with marketing automation and CRM platforms.

• Strong analytical skills and comfort with data-driven optimization.

Preferred Qualifications

• Experience in precision measurement, metrology, test & measurement, or industrial manufacturing.

• Familiarity with technical buying personas (engineers, quality managers, R&D, operations).

• Experience with ABM (account-based marketing) strategies and complex deal cycles.

• Understanding of calibration, compliance, or industry standards is a plus.

Skills & Competencies

• Ability to translate complex technical concepts into clear demand messaging.

• Strong campaign planning and execution skills.

• Analytical, detail-oriented, and results-focused.

• Excellent cross-functional collaboration skills.

• Continuous improvement and experimentation mindset.

About Hioki

Hioki is a global leader in the design, manufacturing, and sales of high-precision electrical test and measurement instruments. Our solutions support a wide range of industries, including automotive, electronic components, infrastructure, environmental systems, renewable energy, and battery technologies.

With a strong heritage of innovation and quality, Hioki continues to advance measurement technologies that enable safer, more efficient, and more sustainable industrial development worldwide.