Lead Nurture Specialist (Singapore)

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.