Demand Generation Manager
Job Description
Motive is looking for a hands-on Demand Generation Manager to build and execute integrated marketing programs that increase market engagement, generate qualified leads and contribute to pipeline across our portfolio.
Reporting to the Director, Global Marketing, this role will turn go-to-market priorities into coordinated campaigns across digital, content, email, events, webinars, account-based marketing and sales activation.
The successful candidate will be both strategic and hands-on. They will be comfortable building campaigns directly in HubSpot, developing campaign briefs and content, working with agencies and internal teams and using data to continuously improve performance.
This is a portfolio-wide role requiring close collaboration with Sales, Product, Customer Success and external partners.
Demand Generation and Campaigns
Develop and execute integrated demand generation campaigns across inbound, outbound and account-based channels.
Translate go-to-market priorities into clear campaign audiences, offers, messaging, content and calls to action.
Build and manage campaigns in HubSpot, including email, landing pages, forms, nurture programs and lead capture.
Work closely with Sales to develop programs that support priority accounts, markets and opportunities.
Create nurture and follow-up programs that move prospects from initial engagement toward qualified sales conversations.
Test and optimize messaging, offers, channels and campaign journeys to improve performance.
Website and Digital Conversion
Help improve Motive.com as a demand generation channel by identifying opportunities to increase engagement and conversion.
Create and optimize campaign landing pages, forms and calls to action.
Work with internal teams and agencies to improve product and solution journeys across the website.
Use web and campaign performance data to identify conversion gaps and recommend improvements.
Content and Customer Proof
Develop and adapt content to support each stage of the buyer journey.
Work with Sales, Product and Customer Success to identify customer stories, proof points and measurable outcomes.
Develop case studies, testimonials, customer quotes and other evidence that can be used across campaigns, the website, events and sales programs.
Brief and manage external content and creative partners where required.
Events and Webinars
Develop pre-event, during-event and post-event campaigns designed to increase engagement and generate qualified opportunities.
Support webinars and virtual events from campaign planning and promotion through follow-up and conversion.
Work with Sales to identify priority accounts and contacts around key industry events.
Measure event and webinar performance based on engagement, leads, opportunities and pipeline contribution,
Measurement and Optimization
Own campaign performance reporting and maintain a clear demand generation scorecard.
Track metrics including engagement, qualified leads, conversion, opportunities and pipeline contribution.
Use data to identify what is working, what needs improvement and where marketing investment should be adjusted.
Work with Sales and Marketing Operations to improve lead qualification, routing and follow-up.
Manage demand generation budgets and agency spend against agreed priorities.
Skills and Experience
5+ years of B2B demand generation or integrated marketing experience, preferably within SaaS, enterprise software, telecom or another complex technology market.
Demonstrated experience building and executing multi-channel demand generation campaigns.
Strong working knowledge of HubSpot or a comparable marketing automation platform.
Experience with account-based marketing and targeted enterprise campaigns.
Strong understanding of digital marketing, email, landing pages, nurture programs and website conversion.
Experience developing or briefing content across multiple stages of the buyer journey.
Experience supporting B2B events,…