Demand Generation Manager

About the role

The Demand Generation Manager builds and scales NetCov's predictable, measurable pipeline engine. They own campaign strategy, demand generation programs, and funnel performance across digital and account-based channels. This role partners closely with the Content Marketing Manager, Sales leadership, and Experiential Marketing Manager to ensure marketing efforts are aligned to revenue targets, high-value accounts, and pipeline priorities.

Accountabilities

• Build and own the quarterly demand generation plan aligned to revenue targets and sales capacity
• Define channel mix and budget allocation across digital and field marketing efforts
• Align campaign priorities with ICP verticals (credit unions, financial institutions, AEC) and core offerings
• Partner with the Content Marketing Manager to align content strategy with campaign execution
• Collaborate with Sales leadership to define target accounts, priority opportunities, and whitespace
• Design and execute integrated campaigns across the full funnel: awareness → consideration → decision
• Leverage paid media (LinkedIn, Google, Bing), email nurture and lifecycle campaigns, retargeting, and digital engagement programs
• Coordinate multi-channel campaigns including webinars and events
• Develop and execute Account-Based Marketing (ABM) programs for high-value accounts
• Support personalized campaign execution leveraging content created by the Content Marketing Manager
• Own performance across the full marketing funnel: MQL → SAL → SQL → Closed Won
• Identify and address bottlenecks impacting conversion and pipeline progression
• Optimize landing pages, calls-to-action, and campaign performance
• Refine lead scoring models and qualification criteria in partnership with Sales and RevOps
• Establish consistent operating cadence with Sales (pipeline reviews, campaign feedback loops)
• Support pipeline acceleration through targeted campaigns and account engagement strategies
• Collaborate with Sales to improve lead quality and conversion efficiency
• Own reporting on pipeline creation, campaign performance, and channel effectiveness
• Track key metrics including: Pipeline generated, Cost per opportunity (CPO), Conversion rates by stage, Pipeline velocity
• Continuously reallocate budget and effort toward highest-performing channels
• Manage and optimize marketing automation platforms (HubSpot or similar)
• Utilize ABM and intent tools (e.g., 6sense, ZoomInfo) to support targeting and engagement
• Partner with Revenue Operations to maintain clean data and reporting accuracy
• Ensure alignment between Marketing and Sales

Success Profile

Within 6–9 months: A structured demand generation plan is in place and aligned with revenue targets; campaigns are consistently generating measurable pipeline; funnel performance is visible, tracked, and improving; conversion rates across stages show measurable improvement; campaign ROI and channel performance are clearly understood; Marketing contribution to pipeline is predictable and scalable; Knowledge, Skills, and Abilities Required: 5–10 years of experience in B2B demand generation, growth marketing, or digital marketing roles; Proven track record of generating measurable pipeline and improving conversion rates; Strong understanding of multi-channel campaign execution and funnel management; Experience working within marketing automation platforms (HubSpot preferred); Experience with paid media platforms (LinkedIn, Google, Bing); Familiarity with ABM and intent-based marketing tools (6sense, ZoomInfo, Demandbase or similar); Strong analytical skills with the ability to interpret performance data and drive optimization; Experience collaborating cross-functionally with Sales and marketing teams; Experience in cybersecurity, cloud services, managed services, or B2B technology preferred; Preferred Experience: Experience working in a private equity-backed or high-growth environment; Experience supporting complex B2B sales cycles; Familiarity with regulated industries such as financial services or compliance-driven environments.