B2B Demand Generation Lead

The B2B Demand Generation Lead will be responsible for developing, executing, and owning inbound marketing strategies to drive and grow our B2B pipeline. This role will focus on creating, managing, and optimizing multi-channel campaigns to generate high-quality leads and meet B2B revenue goals.

Working closely with the Head of Sales and the Sales and Customer Success teams, the Demand Generation Lead will ensure alignment on pipeline targets and provide strategic guidance on the buyer journey. As a hands-on contributor, they will play a pivotal role in building our inbound marketing engine, with the opportunity to grow and lead a team as our inbound efforts expand. 

What you'll be doing

• Develop and execute B2B marketing strategies that align with revenue goals and drive inbound pipeline growth.
• Manage the creation and optimization of multi-channel content, including articles, slide decks, webinars, case studies, and landing pages, and drip campaigns from ideation to publication.
• Create and manage paid media campaigns (e.g., Google Ads, LinkedIn Ads, industry publications), ensuring alignment with target markets and maximizing ROI.
• Collaborate with Sales and Product teams to hone our target markets/personas, create effective marketing campaigns, and ensure seamless alignment on pipeline and revenue goals.
• Analyze data and metrics to assess campaign effectiveness, execute A/B testing, and iterate on strategies to improve performance.
• Manage external resources such as contractors, freelancers, and agencies to scale marketing efforts and ensure deliverables meet quality and timeline expectations.
• Build and maintain marketing workflows, including CRM processes, list management, and data health, ensuring accurate reporting and data integration with Sales systems.
• Stay up-to-date with industry trends and emerging technologies to drive innovation and remain competitive in B2B marketing.

What you'll need

• Proven experience in B2B marketing, with a track record of owning pipeline growth through inbound strategies.
• Comfort creating and managing various types of content, tailored to engaging B2B audiences.
• Proficiency in paid media management, including campaign setup, optimization, and performance analysis.
• Strong analytical skills with a data-driven approach to measuring success and optimizing campaigns.
• Experience with marketing automation platforms, CRM systems (eg. Hubspot), and analytics tools, ensuring seamless integration and accurate reportingFamiliarity with account-based marketing (ABM) strategies and tools, with the ability to target and engage specific accounts at scale.
• Demonstrated ability to create and manage nurture campaigns, including email drip sequences, retargeting, and multi-channel workflows to re-engage leads and drive conversions.
• Demonstrated ability to align Sales and Marketing, including managing handoffs, creating projections, and being held accountable for pipeline results.
• Prior experience in small businesses, start-ups, or scale-ups, where resourcefulness, multitasking, and a “figure it out attitude” were key to success.
• Strong leadership and team management skills, with experience managing contractors, freelancers, or agencies to deliver on marketing objectives.
• Demonstrated ability to communicate effectively with leadership, providing clear, data-driven updates on campaign performance, pipeline impact, and strategic recommendations to drive business decisions.

"Nice to have" experience

• Experience creating projections from scratch and having been held solely accountable to results
• Experience with engagement tools like Hubspot and Instantly
• Experience with data tools like ZoomInfo, Apollo
• Experience with webinars, events and conferences
• Experience with professional associations and communities
• Prior experience in ed-tech within the US higher-eduction market