Senior Lifecycle and PLG Marketing Manager

HG Insights delivers AI-powered Revenue Growth Intelligence solutions, enabling B2B companies to enhance their go-to-market strategies. They are seeking a Senior Marketing Manager to optimize lifecycle and Product-Led Growth (PLG) programs that enhance engagement and conversion, focusing on the prospect journey from initial contact to sales qualification.

Responsibilities:

• Own lifecycle strategy for prospects and pre-customer audiences, including:
• Early-stage and marketing-engaged leads
• Marketing-qualified leads (MQLs)
• Sales-accepted leads and early-stage opportunities (SALs / SQOs)
• Design and evolve lifecycle journeys that support:
• Lead education and value articulation
• Pipeline acceleration and velocity
• Opportunity progression and sales readiness
• Ensure lifecycle programs are aligned to revenue targets, ICP priorities, and sales motion requirements
• Own and execute PLG campaigns focused on pre-customer audiences, such as:
• Trial, freemium, or evaluation experiences
• Product tours, demos, or data previews
• Usage- or intent-triggered engagement programs
• Partner with Product Marketing to:
• Translate product value and insights into scalable PLG messaging
• Design campaigns that drive activation, engagement, and sales qualification
• Leverage product signals and intent data to:
• Identify high-intent prospects
• Trigger sales-assisted follow-up at the right moment
• Continuously optimize PLG journeys to improve activation, qualification, and pipeline conversion
• Build and manage multi-touch, behavior-based lifecycle campaigns across email, in-product, and sales-assisted channels
• Support product launches, new data offerings, and content initiatives with targeted prospect and PLG nurture
• Partner with Product Marketing to ensure consistent, persona-driven messaging across lifecycle and PLG campaigns
• Test and optimize messaging, cadence, sequencing, and CTAs to improve engagement and conversion
• Develop advanced segmentation using:
• Firmographics (industry, company size, region)
• Technographics and intent signals (HG Insights data)
• Buyer roles and personas
• Funnel stage, engagement, and product behavior
• Leverage HG Insights’ proprietary data to personalize lifecycle and PLG messaging at scale
• Partner with Marketing Ops and RevOps to ensure:
• Accurate data flow and routing
• Scoring models aligned to lifecycle and PLG signals
• Scalable automation and clean reporting
• Drive measurable improvements in:
• MEL / MQL to SQO conversion
• Lead-to-opportunity conversion
• Pipeline quality, velocity, and sales readiness
• Support account-based and sales-assisted motions in partnership with Sales and SDR teams
• Identify friction points across the pre-customer funnel and PLG journeys and implement optimizations
• Maintain strong alignment with Sales on:
• Handoffs and SLAs
• Follow-up timing and messaging
• Feedback loops on lead and opportunity quality
• Own performance measurement for lifecycle and PLG programs, including:
• Engagement and conversion rates by stage
• Pipeline influence and contribution
• Performance by segment, campaign, and PLG motion
• Build dashboards and insights in partnership with Marketing Ops
• Document learnings, share insights, and continuously optimize programs

Requirements:

• 5-7 years of experience in B2B lifecycle, PLG, demand generation, or marketing automation
• Proven experience driving pipeline-focused lifecycle and/or PLG programs
• Strong understanding of B2B buyer journeys and longer sales cycles
• Hands-on experience with marketing automation platforms (e.g., HubSpot, Marketo, Pardot) and demonstrable AI tools usage for analytics, nurturing, and engagement optimization
• Data-driven mindset with strong analytical and optimization skills
• Experience in B2B SaaS, data, or insights-driven companies
• Comfort in building Salesforce and RevOps workflows
• Experience supporting PLG motions, trials, or product-driven qualification
• Experience with ABM or account-based lifecycle programs
• Solid communication, project management, and collaboration skills; working cross-functionally with Product, Sales, and Product Marketing