Demand Generation Manager

Role Overview

• Drive pipeline growth by designing and executing integrated demand and lead generation campaigns across paid media, content marketing, email, webinars, and digital channels
• Develop multi-touch campaign strategies that move prospects from awareness through consideration to sales-qualified opportunities
• Create compelling campaign messaging and offers that resonate with vertical SaaS founders, product leaders, and finance executives
• Test and optimize campaign tactics continuously to improve performance and cost-efficiency
• Own and manage paid advertising channels including LinkedIn Campaign Manager, Google Ads, and programmatic display to reach target audiences at scale
• Develop audience segmentation strategies and precise targeting parameters based on industry verticals, company size, job titles, and buying intent signals
• Test and evaluate emerging paid channels (Reddit Ads, Capterra, G2, industry-specific platforms) to identify new opportunities for efficient prospect acquisition
• Monitor campaign performance using Google Analytics, platform analytics, and attribution tools to optimize spend allocation and improve ROI
• Manage monthly paid media budgets, conducting regular A/B tests on ad creative, messaging, landing pages, and audience targeting to maximize conversion rates
• Implement and refine lead scoring models in collaboration with sales to ensure marketing passes high-quality opportunities
• Build and manage nurture programs that educate prospects on embedded payments value and keep Payabli top-of-mind
• Optimize conversion rates at each funnel stage, identifying bottlenecks and implementing improvements to accelerate pipeline velocity
• Establish clear lead qualification criteria and SLAs with sales to ensure seamless handoffs and accountability
• Develop and execute targeted omni-channel ABM campaigns for high-value vertical SaaS prospects in priority vertical SaaS industries like hoa, property management, legal tech, and field services, healthcare, and more
• Create personalized content and coordinated touchpoints across multiple channels to engage key decision-makers at target accounts
• Collaborate with sales on account selection, messaging strategy, and outreach sequencing to maximize engagement
• Track account progression and campaign influence to demonstrate ABM impact on pipeline and revenue
• Own demand generation metrics including lead volume, conversion rates, cost per lead, pipeline contribution, and marketing-sourced revenue
• Build dashboards and regular reporting that provide visibility into campaign performance and marketing ROI
• Conduct win/loss analysis and attribution modeling to understand what drives prospect conversion
• Use data insights to allocate budget effectively and make recommendations for program optimization
• Manage marketing automation platform (HubSpot) to execute campaigns and track lead behavior
• Implement tracking and attribution to connect marketing activities to revenue outcomes
• Partner with sales operations on CRM hygiene, data management, and closed-loop reporting
• Stay current on demand generation best practices, tools, and tactics in B2B SaaS marketing

Requirements

• 4-6 years of experience in B2B demand generation, preferably in SaaS, fintech, or technology sectors
• Proven track record generating qualified pipeline and demonstrating marketing ROI in complex sales environments
• Deep expertise with HubSpot marketing automation platform
• Strong analytical skills with proficiency in campaign analytics, conversion optimization, and performance reporting
• Experience with paid media channels including LinkedIn Campaign Manager, Google Ads, and other platforms like CTV advertising, YouTube Ads, etc.
• Excellent project management and cross-functional collaboration abilities
• Strategic thinker who can also roll up sleeves for tactical execution
• Remote position with preference for candidates based in the Boston area

Benefits

• Comprehensive health, dental, and vision benefits
• Flexible remote work environment
• Professional development opportunities
• Collaborative, growth-oriented culture with leadership accessibility