Demand Generation Lead

Fulcrum is building an AI platform to automate the insurance drudgery that hampers the $1.5 trillion brokerage industry. Our platform already saves customers thousands of hours and millions of dollars annually, with deep penetration among enterprise brokerages. We recently raised our Series A and are scaling rapidly.

About the Role

Fulcrum is looking for our founding Demand Generation hire to build the pipeline engine from the ground up. You'll own top-of-funnel for both mid-market and enterprise segments: outbound campaigns, paid channels, and the programs that feed our AE team a predictable stream of qualified pipeline. This is a 0→1 builder role where you can influence our entire GTM motion.

Responsibilities

• Build and run outbound demand gen campaigns (email, LinkedIn, ABM) targeting commercial insurance brokerages
• Manage paid channels (LinkedIn Ads, Google Ads/SEM, industry-specific placements) and own CAC and pipeline-contribution metrics
• Own SEO strategy (technical, on-page, content/link) to build compounding organic pipeline
• Monitor and optimize for AEO (answer engine optimization) — how Fulcrum shows up in ChatGPT, Perplexity, and other AI-driven research tools
• Build a gated content program (white papers, guides, benchmark reports) to convert organic and paid traffic into MQLs, and feed nurture sequences
• Run webinar programs that directly support AE pipeline targets
• Define and instrument the MQL → SQL → S2 funnel in partnership with RevOps
• Partner with Sales leadership on ICP, messaging, and campaign feedback loops
• Partner with RevOps to stand up marketing ops fundamentals — attribution, lead scoring, marketing automation/CRM integration
• Report pipeline contribution and ROI directly to leadership

Requirements

• 7+ years in B2B demand generation, ideally B2B SaaS
• Track record building outbound and paid pipeline-gen programs from zero — not just running an inherited playbook
• Working knowledge of SEM/paid search platforms (Google Ads) and SEO fundamentals (technical + content)
• Experience partnering directly with Sales/RevOps on lead handoff and SLAs
• ABM experience across both MM and ENT segments
• Experience running content-to-lead programs (gating strategy, nurture sequencing, lead scoring tie-in)
• Early experience with AEO/GEO practices, or demonstrated curiosity about AI-driven search
• Extreme level of autonomy and ownership — this is Fulcrum's first marketing hire, so there's no existing playbook, team, or stack to inherit
• Strong analytical rigor; you own funnel metrics and CAC/ROI reporting without hand-holding
• A builder mentality across a wide channel mix (outbound, paid, SEO, content) with the judgment to sequence priorities
• Comfortable as a hands-on IC with no team to delegate to initially

Nice to Have

• Insurance, insurtech, or vertical SaaS experience with complex, multi-stakeholder buyers
• Early-stage (Series A/B) experience building a marketing function from scratch
• Familiarity with marketing automation/lead scoring (HubSpot, Marketo, or similar) and Salesforce

Benefits

• Competitive salary + meaningful equity
• Full health, dental & vision coverage
• High-ownership, high-trust culture with lightning-fast executors
• Regular team off-sites, dinners, and an office stocked for builders

Team and Philosophy

• Builders at heart. You don't wait for a process to exist—you create it, refine it, and own it.
• Bias toward action. You have an internal sense of urgency. You'd much rather get something done today than tomorrow.
• Owners, not renters. You treat the company's money and decisions like your own. You hold yourself accountable to outcomes, not just outputs.
• Ambitious about the opportunity. You're excited about building the defining AI company in the insurance industry—and you understand that great finance is a competitive advantage.