Roles and Responsibilities:
You’ll own pipeline. That means paid media, SEO, ABM, and the nurture programs that turn a one-off campaign into an always-on engine generating qualified pipeline every month — not just around product launches. You’ll take messaging and persona work already in place and turn it into a coordinated, multi-channel demand plan with real targets and real accountability for pipeline contribution. Because this team doesn’t have a dedicated content role, you’ll also write or closely direct the campaign content your programs depend on — nurture emails, ABM content, landing page copy — rather than handing that off to someone else.
What You’ll Own
- Build and own the demand generation strategy and budget across paid (search, social, programmatic), organic (SEO, content distribution), and ABM
- Design and oversee always-on nurture programs across the full lifecycle: prospect, customer, partner, and renewal
- Write or closely direct the content your campaigns run on — nurture email copy, ABM campaign content, landing pages — working from existing messaging and persona documentation rather than starting from scratch each time
- Set and own pipeline targets; report regularly on marketing-sourced and marketing-influenced pipeline to leadership
- Direct the Marketing Operations & Web Manager on campaign build priorities, sequencing, and landing page needs
- Identify and test new channels and tactics; kill what doesn’t work quickly, double down on what does
- Own the relationship with any external paid media or ABM agencies/vendors
- Flag proactively when a piece of work (e.g., a case study, a whitepaper, deep persona research) genuinely needs dedicated content resourcing beyond what this role can sustain alongside campaign execution
What Success Looks Like
- Marketing-sourced and marketing-influenced pipeline grows quarter over quarter against an agreed target
- Cost per qualified lead and cost per opportunity trend down as channels mature
- Demand generation runs as a continuous engine, not a series of disconnected campaign bursts
- Campaign content is consistently on-message and shippable without bottlenecking on outside writing support
- Sales consistently rates lead quality from marketing as strong, not just lead volume
Qualifications and Education Requirements
- 3+ years hands-on Marketo administration (certification a strong plus, not required)
- Demonstrated experience building lead scoring models and engagement programs from scratch, not just maintaining existing ones
Preferred Skills:
- 5+ years in B2B demand generation, with at least 2 years owning a multi-channel budget directly
- Strong, confident writer — this role does not have a dedicated copywriter or content marketer to lean on for day-to-day campaign content
- Track record of building always-on nurture programs, not just one-time campaign blasts
What You Bring
- Comfortable owning a number and being measured against it — this is a pipeline-accountable role
- Experience working with both direct and channel-influenced pipeline (or strong willingness to learn channel dynamics quickly)
- Strong cross-functional collaborator; this role doesn’t succeed without tight partnership with sales, ops, and channel marketing
Nice to Have
- Experience in network/IT hardware, test & measurement, or adjacent B2B technical categories
- Hands-on ABM platform experience (6sense, Demandbase, or similar)
