đ 42DM is a global full-service B2B marketing agency for tech businesses. We empower tech companies at every stage of growth with holistic B2B marketing strategies, agile dedicated teams, and advanced MarTech and GenAI expertise.
â Since 2016, weâve delivered 250+ successful projects, helping B2B tech companies generate measurable pipeline and revenue impact across global markets.
We are looking for a Demand Generation Lead who will own and scale full-funnel demand generation programs for B2B tech clients. Programs may include webinar-led pipeline acceleration, paid acquisition and demand capture, ABM account engagement, lifecycle nurture and reactivation, and partner or content-led acquisition.
This role combines CRM and ICP analysis, TAL building, omnichannel paid activation, lifecycle operations, and performance ownership. Our clients (cybersecurity, AI, SaaS, automation, enterprise software) operate in competitive markets where predictable pipeline growth is critical. You will build and optimize multi-channel programs that generate qualified conversations, accelerate SQL creation, and support revenue growth.
This is a client-facing, strategy plus execution role combining program design, activation, measurement, and cross-functional coordination. It is a player-coach position: you will be hands-on in planning, analytics, and paid strategy, and will lead specialists for execution depending on client scope.
Key ResponsibilitiesDemand Generation Strategy and Planning
* Develop and execute multi-channel demand generation programs aligned with client revenue goals.
* Audit CRM and pipeline data to validate the real ICP (conversion rates, win rate, ACV, sales cycle, stage conversion by segment).
* Define TAL criteria where applicable: account selection logic, tiering, exclusions, refresh cadence, and activation lists.
* Define program hypotheses: which segment, which pain, which offer, and what success looks like in pipeline terms.
* Build structured program roadmaps across paid, ABM, outbound alignment, content, and lifecycle channels.
* Define and test offers by segment (webinars, assessments, demos, reports, ROI tools) and map them to funnel stage.
* Identify scalable growth opportunities based on data, performance insights, and customer feedback loops.
Program Build, Activation, and Scaling
* Translate strategy into a program brief: ICP, offer, channels, funnel steps, assets, SLAs, measurement plan, and forecast.
* Build end-to-end conversion paths: landing pages, forms, thank you flows, retargeting pools, email nurture, and sales handoff.
* Activate programs across omnichannel channels, including:
* Paid media (LinkedIn, Google, Meta, programmatic where relevant)
* Content syndication and partners
* Email marketing and lifecycle flows
* Retargeting and reactivation
* Landing page campaigns and funnel CRO initiatives
* Own budget allocation, pacing, channel mix decisions, and forecasting, updating projections based on weekly performance.
* Ensure messaging aligns with value propositions, buyer intent, and segment context.
* Continuously optimize programs based on cost per SQL, SQL rate, cost per opportunity, and pipeline contribution.
* Maintain an experiment backlog with hypotheses, priority, expected impact, test design, and learnings.
* Ensure sales alignment: shared lifecycle definitions (MQL, SQL), follow-up SLAs, and a structured feedback loop on lead quality.
Lifecycle, CRM, and Pipeline Analytics
* Own UTM governance and channel taxonomy; ensure tracking consistency across campaigns and programs.
* Establish a practical attribution and reporting approach per client maturity (pipeline sourced and influenced), document limitations, and ensure consistent measurement.
* Own dashboard development and reporting cadence (weekly performance readouts and monthly pipeline reviews).
* Work closely with HubSpot and Salesforce to analyze lead quality, conversion rates, velocity, and performance by segment and channel.
* Lead lifecycle governance: lifecycle stages, lead statuses, scoring inputs, routing rules, deduplication, and enrichment requirements.
* Monitor speed-to-lead and SLA performance, identify breakdowns, and drive fixes with the client and internal team.
* Collaborate with sales teams (when applicable) to improve data quality, lead handover, and follow-up processes.
Client Communication and Ownership
* Act as the primary client contact for demand generation programs.
* Present program plans, performance updates, insights, and optimization strategies in a structured, business-focused way.
* Translate data into clear recommendations aligned with client KPIs and commercial goals.
* Manage expectations while proactively identifying growth opportunities and risks.
Project and Cross-Functional Coordination
* Manage timelines and ensure deliverables meet scope, quality standards, and deadlines.
* Allocate and coordinate internal resources (PPC specialists, designers, copywriters, marketing automation specialists).
* Ensure clear briefs, structured task roadmaps, and ownership across the delivery team.
* Identify operational bottlenecks and maintain workflow momentum.
Performance and Continuous Improvement
* Track and improve program performance across CPL, CPA, MQL-to-SQL conversion, cost per SQL, cost per opportunity, and pipeline contribution.
* Identify funnel bottlenecks and propose specific optimization initiatives across targeting, offer, messaging, conversion, and follow-up.
* Prepare structured monthly reports with actionable insights, decisions, and next experiments.
* Stay current on AI-driven advertising tools, automation, and performance optimization trends.
Must-Have Requirements
* 5+ years of experience in B2B demand generation or performance marketing.
* Experience working with B2B tech clients (agency experience preferred).
* Strong understanding of full-funnel marketing and pipeline-driven KPIs.
* Proven experience owning end-to-end programs, including conversion paths, lifecycle nurture, and CRM measurement (not only paid execution).
* Experience in launching webinar-led pipeline acceleration programs
* Hands-on experience with paid media platforms (LinkedIn Ads, Google Ads).
* Strong CRM analytics skills in HubSpot and or Salesforce (funnels, segmentation, cohort views, campaign reporting basics).
* Ability to connect program performance to SQL and pipeline outcomes (sourced and influenced).
* Experience with landing page and funnel CRO (briefing, testing, and iteration mindset).
* Strong analytical mindset and comfort working with imperfect data.
* Experience managing multiple projects and priorities simultaneously.
* Experience coordinating cross-functional teams.
* Professional written and verbal English communication skills.
* Proactive, structured, and results-oriented approach.
Nice-to-Have
* Familiarity with data and enrichment tools (Apollo, ZoomInfo, Clearbit, Clay) or equivalents.
* Familiarity with intent and ABM platforms (6sense, Demandbase, RollWorks) or equivalents.
* Experience with webinar platforms and webinar program operations (Zoom, Livestorm, Demio, etc.).
* Experience with GA4 and dashboarding tools (Looker Studio or similar).
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