Key Responsibilities and Required Skills for Inbound Analyst

🎯 Role Definition

We are on the hunt for a highly analytical and strategic Inbound Analyst to join our dynamic marketing team. In this pivotal role, you will be the engine of our data-driven decision-making process, transforming raw marketing data into actionable intelligence. You will own the measurement, analysis, and reporting of our inbound marketing efforts, from top-of-funnel awareness to bottom-of-funnel conversion. The ideal candidate is a curious problem-solver who is passionate about understanding the "why" behind the numbers and empowering the marketing team to optimize performance, drive qualified leads, and maximize ROI. You will be the bridge between our marketing activities and tangible business outcomes.

📈 Career Progression

Typical Career Path

Entry Point From:

Digital Marketing Coordinator
Marketing Specialist
Junior Data Analyst

Advancement To:

Senior Inbound Analyst / Marketing Analyst
Inbound Marketing Manager
Marketing Operations Manager

Lateral Moves:

SEO Strategist
Data Analyst (Business Intelligence)
Demand Generation Specialist

Core Responsibilities

Primary Functions

Analyze and interpret marketing campaign performance across all inbound channels, including organic search, paid search, social media, email marketing, and content marketing.
Develop, maintain, and enhance interactive dashboards and reports in tools like Tableau, Power BI, or Google Data Studio to track key performance indicators (KPIs).
Monitor, dissect, and report on website traffic, lead generation funnels, conversion rates, MQLs (Marketing Qualified Leads), and customer acquisition costs.
Conduct deep-dive analyses to identify trends, customer behavior patterns, and opportunities for optimizing marketing spend and campaign strategies.
Manage and maintain the integrity of marketing data within our CRM (e.g., Salesforce) and marketing automation platform (e.g., HubSpot, Marketo).
Design and execute A/B and multivariate tests on landing pages, email campaigns, calls-to-action (CTAs), and user flows to continuously improve performance.
Provide actionable, data-backed insights and strategic recommendations to the content, SEO, and campaign teams to guide strategy and improve effectiveness.
Track the full lead lifecycle and build/refine attribution models to accurately measure the impact of various marketing touchpoints on the customer journey.
Collaborate closely with the SEO team to conduct keyword research, track rankings, and measure the ROI of on-page and off-page optimization efforts.
Generate and present regular, comprehensive performance reports for senior leadership and key stakeholders, translating complex data into clear business narratives.
Evaluate the performance and ROI of new and existing marketing channels and technologies to inform future investments.
Perform audience segmentation analysis to help the team create more targeted and personalized marketing campaigns.
Monitor competitor marketing activities and industry trends to provide context for our performance and identify new strategic opportunities.
Work with the sales operations team to ensure seamless lead flow and accurate reporting on sales pipeline influenced by marketing.
Own the marketing analytics tech stack, ensuring data is captured accurately and tools are configured for optimal reporting.

Secondary Functions

Support ad-hoc data requests and exploratory data analysis from various members of the marketing and executive teams.
Contribute to the organization's broader data strategy and roadmap by advocating for marketing data needs.
Collaborate with business units to translate their data and reporting needs into technical requirements for the data engineering team.
Participate in sprint planning, retrospectives, and other agile ceremonies as part of the broader data and analytics team.
Develop documentation and provide training to marketing team members on how to use analytics tools and interpret data effectively.

Required Skills & Competencies

Hard Skills (Technical)

Advanced proficiency in web analytics platforms, particularly Google Analytics 4 (GA4).
Hands-on experience with marketing automation platforms such as HubSpot, Marketo, or Pardot.
Strong working knowledge of CRM systems, with a preference for Salesforce, including creating reports and dashboards.
Expertise in data visualization and business intelligence tools like Tableau, Power BI, Looker, or Google Data Studio.
Advanced Microsoft Excel and Google Sheets skills, including pivot tables, complex formulas, and data modeling.
Solid understanding of SEO principles and familiarity with tools like SEMrush, Ahrefs, or Moz.
Foundational knowledge of SQL for querying databases to extract and manipulate data is highly preferred.

Soft Skills

Exceptional analytical and quantitative problem-solving skills with a high degree of accuracy.
Strong communication and data storytelling ability, capable of translating complex data into clear, actionable insights for non-technical audiences.
Meticulous attention to detail and a commitment to data integrity.
A natural curiosity and a proactive mindset to explore data, ask meaningful questions, and uncover hidden opportunities.
Excellent collaborative skills with the ability to work effectively across multiple teams, including content, sales, and product.
Strong organizational and time-management skills, with the ability to manage multiple projects simultaneously in a fast-paced environment.

Education & Experience

Educational Background

Minimum Education:

Bachelor's Degree in a relevant field.

Preferred Education:

Bachelor's or Master's Degree.

Relevant Fields of Study:

Marketing or Digital Marketing
Business Analytics or Business Administration
Statistics, Economics, or Data Science

Experience Requirements

Typical Experience Range:

2-5 years of experience in a marketing analytics, digital marketing, or data analysis role.

Preferred:

Experience working in a B2B, SaaS, or technology-focused company.
A proven track record of using data analysis to influence marketing strategy and drive measurable growth.