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