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Demand Generation Marketing Manager

🇺🇸 Remote - US

🕑 Full-Time


💻 Marketing

🗓️ December 16th, 2022

Marketo Salesforce B2B
At Instructure, we believe in the power of people to grow and succeed throughout their lives. Our goal is to amplify that power by creating intuitive products that simplify learning and personal development, facilitate meaningful relationships, and inspire people to go further in their education and careers. We do this by giving smart, creative, passionate people opportunities to create awesome. And that's where you come in:

The Demand Generation Marketing Manager is responsible for planning and executing multi-channel, multi-touch programs that create new sales pipeline, improve win rates and increase sales velocity. You will partner with a senior sales leader to determine the strategic priorities for your specific market. You will create a set of marketing objectives and programs to meet these business priorities for your segment. You will decide the optimal mix of channels (both digital and face-to-face), vendors and offers to most effectively use your budget to hit pipeline and bookings targets. You will need to employ holistic strategies that span from high-touch ABM programs to traditional always-on email nurture to broad display advertising as well as executive, owned and industry events. You will manage external agencies and internal resources to execute your strategy. To be successful in this role you must forge partnerships with multiple disciplines including Sales, Revenue Operations, Lead Development, Corporate Marketing and Product Marketing

  • Develop and execute measurable demand creation and pipeline acceleration programs that predictably create quality pipeline and and convert it to bookings
  • Optimize and iterate the plan to decrease CAC
  • Drive tight and regularly alignment with Sales on programs to influence key pipeline opportunities
  • Work with event and digital marketing to ensure a balanced demand program portfolio, adjusting as required by changing market conditions and emerging opportunities
  • Work with website resources and digital channel managers to ensure a best-in-class web/digital experience, with best-in-class engagement and conversion rates
  • Assess performance, create strategies and work with testing team to optimize conversion rates
  • Help optimize the end-to-end lead management process in conjunction with Revenue Ops, including lead capture, scoring, nurturing, recycle, and SLAs
  • For your segment, forecast, measure, analyze and report on the impact of all demand creation activities (both in-person and digital) on sales pipeline, bookings and sales cycle length
  • Proactively engage with sales to determine sales needs and work with marketing resources to develop training and content to enable sales to execute appropriate tactics
  • Communicate and educate the sales team regarding new and planned marketing activities
  • Manage and adhere to budget

Success Metrics:
  • Demand funnel KPIs (volume, conversion, velocity, value) 
  • Sourced and Influenced Pipeline
  • Sourced and Influenced Bookings
  • Account Engagement 
  • Database Health (growth, quality, deliverability)
  • Cost per inquiry, cost per lead, cost per SQO

  • 5-7 years of b-to-b demand creation experience—execution of successful seeding, demand creation, lead nurturing and pipeline acceleration programs, preferably in SaaS tech space, preferably at a medium to large company
  • Knowledge of account-based marketing, demand type, relative targeting and the b-to-b buying cycle
  • Mastery of Demand Waterfall processes and metrics
  • Understanding of lead scoring attributes and schematics
  • Demonstrated knowledge of channel-specific conversion reporting/metrics
  • Experienced in designing and implementing multi-touch, multi-channel marketing program plan
  • Strong knowledge of supporting technologies including: Marketing automation (Marketo preferred), Sales force automation (SFDC preferred), Web content management, Web analytics, Business intelligence
  • Proven record of supporting sales to meet or exceed pipeline and revenue targets
  • Excellent communicator with proven ability to clearly convey complex ideas and data in written, presentation and spoken formats to a variety of audiences
  • Team player with cross-functional project leadership skills; willingness and ability to set strategies and do the execution as needed
  • Highly motivated individual who thrives in a fast-paced team environment and is readily adaptable to changing market and organizational requirements
  • History of budget management

  • Detail-oriented, holistic thinker
  • Can balance competing priorities
  • Planning/project management—highly organized; Can juggle multiple projects in a dynamic, high-pressure environment
  • Leadership and initiative to drive business objectives—self-starter
  • Agency management, cross-matrix resource management 
  • Ability to understand decision impact on other areas of the business 
  • Strong oral/written communications skills 
  • Strong consultative marketing approach in order to effectively engage with sales
  • Ability to direct content requirements that drive demand and pipe acceleration 
  • Highly collaborative

Get in on all the awesome at Instructure:
  • Competitive salary and 401k 
  • Medical, dental, disability, and life insurance 
  • HSA program, vision, voluntary life, and AD&D 
  • Tuition reimbursement
  • Paid time off, 11 paid holidays, and flexible work schedules 
  • Gym club reimbursements and rewards-based fitness tracking  
  • iMacs or Macbooks

We’ve always believed in hiring the most awesome people and treating them right. We know that the more diverse we are, the more diverse our ideas will be and when we openly welcome those ideas, our environment is better and our business is stronger. 

At Instructure we participate in E-Verify and yes, in case you didn't catch it from the above, we are an Equal Opportunity Employer. 

All Instructure employees are required to successfully pass a background check upon being hired.
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