Demand Generation Manager, Customers

Payscale is a compensation innovator that helps organizations scale their business with pay. The Demand Gen Manager, Customer is responsible for developing and executing targeted campaigns to increase account growth and promote revenue generation within the existing customer base.

Responsibilities:

• Develop a campaign strategy specifically aimed at driving expansion, cross-sell, and upsell revenue within existing accounts
• Identify high-value customer segments and behavioral triggers that signal readiness for growth opportunities (e.g., product usage trends, milestone achievements, intent signals)
• Build playbooks that articulate the right message, moment, and motivation for expansion campaigns
• Integrate product roadmap and new feature releases into expansion-focused messaging
• Partner with Sales leadership to understand target accounts and collaborate with RevOps on account routing, list targeting criteria, and outbound plays executed through sales engagement tools like Outreach
• Create and execute multi-channel campaigns—email, in-app messaging, webinars, nurture tracks, customer events, paid retargeting, and community engagement—tailored to expansion goals
• Craft high-impact messaging that clearly communicates the value of additional products, add-ons, higher tiers, or expanded usage
• Collaborate with Creative, Product Marketing, and Content to develop assets that showcase ROI, feature benefits, use cases, and customer success stories relevant to expansion paths
• Partner with Sales and Account Managers to ensure campaigns complement human-led outreach and follow-ups
• Work with Email Specialist to guide copy and sequence strategy for customer upsell programs and CDR/AM outreach
• Develop webinar strategies for customer upsell programs, partnering with the Webinar Channel Owner to execute campaign needs
• Work closely with Account Management to understand account health, adoption rates, and time-to-value drivers that influence expansion potential
• Coordinate with Sales and Account Managers to hand off qualified expansion leads, campaign-driven signals, and high-intent activity
• Provide teams with ready-to-use messaging kits, expansion talking points, and persona-specific value propositions
• Monitor engagement, pipeline creation, and expansion revenue influenced by campaigns
• Track and report on conversion rates across the upsell funnel—from awareness to interest to expansion
• Assess which messages, segments, or channels produce the highest expansion lift and adjust strategy accordingly
• Work with Marketing Operations to build dashboards and ensure accurate tracking of campaign-sourced growth

Requirements:

• 3–6 years of experience in customer marketing, lifecycle marketing, demand generation, or revenue-generating customer programs
• Strong understanding of customer segmentation, buying triggers, and lifecycle behaviors tied to upsell and cross-sell success
• Demonstrated ability to craft persuasive, value-driven messaging for existing customers
• Experience partnering with Sales, Account Management, and Customer Success in a revenue-centric environment
• Analytical mindset with the ability to interpret behavioral signals and campaign data to identify expansion opportunities
• Experience executing multi-channel campaigns and working with Marketing Operations on workflow setup and measurement
• Strong project management skills and comfort navigating multiple stakeholders and competing priorities