Demand Generation Specialist

Job Description

We are extending the team with a motivated Demand Generation Specialist to join our marketing team. In this role, you will be responsible for nurturing leads throughout the funnel, activating marketing qualified leads (MQLs), and converting warm prospects into sales opportunities. Initially a tactical role, in which you'll grow to set the strategy for demand gen. You will work closely with the product marketing, sales, and content teams to create engagement strategies that move prospects through the buyer journey and accelerate pipeline velocity.

This role works in close collaboration with our Growth Manager (external partner managing paid media execution) but focuses on what happens after the lead comes in - nurturing, qualifying, and converting.

Key Responsibilities

• Design and execute email nurture campaigns to engage leads at different stages of the buyer journey, including lead nurture, product education, and re-engagement campaigns
• Manage lead scoring, qualification criteria, and routing processes to ensure marketing qualified leads (MQLs) are properly handed off to sales
• Plan and execute webinar programs from end-to-end, including topic selection, promotion, registration management, delivery coordination, and follow-up nurture
• Develop and manage account-based marketing (ABM) campaigns targeting high-value accounts in manufacturing and industrial IoT sectors
• Collaborate with product marketing to translate campaign insights into content requirements and messaging that resonates with different buyer personas
• Monitor and optimize conversion rates at each stage of the funnel, identifying drop-off points and implementing improvements
• Coordinate with Growth Manager (external partner) to ensure alignment between paid media campaigns and nurture strategies
• Build and maintain lead lifecycle workflows, including automated triggers, scoring adjustments, and sales notifications
• Manage content syndication partnerships and evaluate ROI of third-party lead generation programs
• Analyze campaign performance data to identify trends, optimize programs, and provide recommendations for improving lead-to-opportunity conversion rates
• Work closely with sales to gather feedback on lead quality, refine qualification criteria, and improve sales-marketing alignment
• Coordinate event follow-up campaigns to maximize ROI from conference attendance, sponsorships, and webinars

Skills

Required Skills

• 3+ years of experience in B2B demand generation, marketing operations, or funnel management in a SaaS or technology environment
• Expert-level proficiency with HubSpot, including workflows, lead scoring, email automation, and reporting
• Strong understanding of lead lifecycle management, funnel optimization, and conversion rate optimization
• Experience designing and executing email nurture campaigns with proven results in improving lead-to-opportunity conversion
• Proven track record managing webinar programs, including promotion, delivery, and follow-up
• Strong analytical skills with ability to analyze funnel metrics, identify bottlenecks, and make data-driven recommendations
• Experience with lead scoring models and qualification frameworks
• Excellent project management and organizational skills with ability to manage multiple programs simultaneously
• Strong written communication skills for email campaigns and nurture content
• Collaborative mindset with ability to work cross-functionally with sales, product marketing, and external partners

Nice-to-Have

• Experience marketing to manufacturing, industrial IoT, or technical B2B audiences
• Familiarity with ABM platforms and ABM strategies
• Experience with CRM systems and sales enablement tools
• Understanding of paid media strategies and how to optimize nurture based on channel performance
• Experience with webinar platforms
• Background in marketing operations or revenue operations

90-Day Plan

Week 1-4: Learning and Foundation

• Immerse yourself in FlowFuse's product, value proposition, buyer personas, and customer journey mapping
• Audit current HubSpot setup including workflows, lead scoring models, email campaigns, and lifecycle stages
• Review historical funnel performance data to identify conversion bottlenecks and opportunities
• Meet with key stakeholders: sales team (to understand lead quality feedback), product marketing (to align on messaging), and Growth Manager (to understand paid media strategy)
• Analyze existing lead nurture programs and identify quick wins for improvement
• Familiarize yourself with the industrial IoT and manufacturing market, including buyer pain points and typical sales cycles
• Review event calendar and webinar strategy for upcoming quarters

Week 5-8: Planning and Optimization

• Develop a lead nurture strategy aligned with buyer journey stages and quarterly revenue goals
• Build or optimize key email nurture workflows in HubSpot (new lead nurture, MQL nurture, product education series, re-engagement)
• Refine lead scoring model in collaboration with sales to improve MQL quality
• Plan webinar content calendar for next quarter, including topics, speakers, and promotion strategy
• Implement A/B tests on existing email campaigns to improve open rates, click rates, and conversion
• Create reporting dashboards to track key metrics: MQL-to-SQL conversion, email engagement, funnel velocity, and opportunity creation
• Begin planning ABM initiatives for high-priority target accounts

Week 9-13: Execution and Scale

• Launch improved nurture campaigns and monitor performance closely
• Execute first webinar under your ownership, from promotion through post-event follow-up
• Activate ABM initiatives targeting key manufacturing accounts completing current ABM campaigns
• Coordinate with Growth Manager to ensure paid media campaigns are aligned with nurture capacity
• Present initial results and insights to leadership, including recommendations for further optimization
• Document processes and create playbooks for ongoing lead nurture and webinar execution

Hiring Plan

• Initial Screening: Review resumes and cover letters to assess candidate qualifications, relevant experience in funnel management and nurture marketing, and cultural fit based on our company values
• First Interview (Screening Call): Conduct a 30-minute phone or video interview with the People Ops team to evaluate candidate's background, experience with HubSpot and lead nurture, and alignment with role requirements
• Second Interview (Hiring Manager): In-depth 45-60 minute interview with the hiring manager (Product Marketing Manager) to discuss specific experience with funnel optimization, email nurture programs, webinar management, and approach to improving conversion rates
• Skills Assessment: Candidate will complete a practical exercise demonstrating their ability to analyze funnel data, identify conversion bottlenecks, and design a nurture campaign strategy. This may include reviewing a sample funnel performance report and creating recommendations for improvement, or designing an email nurture workflow for a specific persona
• Final Interview: Interview with key stakeholders (CEO, sales leadership) to assess strategic thinking, collaboration skills, and overall fit with the team
• Offer: Extend an offer to the selected candidate