Demand Generation Specialist

Edtech.com's Summary

Incident IQ is hiring a Demand Generation Specialist. The role involves driving lead generation and pipeline growth through integrated, performance-focused marketing campaigns, managing multi-channel campaigns, optimizing segmentation and targeting, and collaborating with cross-functional teams to enhance campaign effectiveness.

Highlights

Plan and execute integrated marketing campaigns across paid media, email, SDR, and syndicated channels.
Manage pipeline performance and identify opportunities to increase inbound interest for assigned products or segments.
Develop and refine segmentation strategies using account lists, persona mapping, and intent data.
Collaborate with Paid Media, SEO, Email, Events, and Content teams to maximize campaign impact.
Conduct A/B and multivariate testing to optimize campaigns, nurture flows, and improve conversion metrics.
Provide campaign context and support to Sales and SDR teams for outreach efforts.
Manage campaign budgets and coordinate with vendors and syndication partners.
Required skills include experience with digital marketing channels, marketing automation tools like HubSpot or Marketo, and CRM systems such as Salesforce.
4-6 years of experience in B2B demand generation or digital marketing with a proven track record of generating pipeline and revenue.
Compensation is competitive and based on experience; benefits include medical, dental, vision, life insurance, 401k match, and paid-time off.

Demand Generation Specialist Full Description

Company Overview:

About Us:
Atlanta-based Incident IQ is the leading workflow management platform built exclusively for K-12 districts. Trusted by over 2,000 districts, Incident IQ powers mission-critical services for more than 12 million students and educators nationwide. By connecting technology and operational workflows, Incident IQ enables schools to streamline processes, reduce administrative burdens, and focus on what matters most: supporting students.

Purpose:
Incident IQ is committed to creating a future where every K-12 district operates with seamless efficiency. When operations are unified on a single platform, districts gain the clarity and control needed to build a stronger foundation for student success. Weâre focused on delivering the tools, support, and partnerships that help make that vision a reality.

Mission:
Incident IQ is on a mission to eliminate the friction of disconnected systems and clunky workflows that slow schools down. Weâre reimagining the critical work that happens behind the scenes, bringing visibility, efficiency, and impact to the processes that keep classrooms running. By streamlining the complex, automating the routine, and surfacing the insights that matter most, we can create the conditions for educators to teach, students to thrive, and districts to shape the future of education.

Demand Generation Specialist Overview:

As we scale, weâre looking for a Demand Generation Specialist to drive lead generation and pipeline for a specific segment or product line through integrated, performance-focused campaigns. This is a hands-on role for someone who understands how to blend strategy, execution, and optimization to move prospects through the funnel and generate real revenue impact.

You will run multi-channel campaigns and partner across teams to ensure every touchpointâpaid media, email, web, SDR, and contentâis working together to create results. Youâll also help define and apply segmentation strategies, shape content packaging, optimize automated nurture programs, and improve campaign conversion rates through structured testing.

If youâre excited about running smart campaigns, building programs that scale, and owning the digital demand engine for a key part of the business, this role is for you.

Demand Generation Specialist Responsibilities:

Own Campaign Execution

Plan and execute integrated campaigns aligned to Strategic, Targeted Demand, and Automated Nurture frameworks
Build campaign briefs, lead execution, and coordinate cross-channel distribution (paid, email, SDR, syndication)
Apply creative thinking to bring campaigns to life and drive interest, conversion, and pipeline

Drive Segment Demand

Own pipeline performance for your assigned product or segment
Partner with the Web Optimization & SEO Specialist and PMM to improve performance on key conversion pages
Identify new opportunities to drive inbound interest and expand reach across your segment

Own Segmentation & Targeting

Define and refine segmentation strategy for your campaigns with support from Marketing Ops
Leverage account lists, persona mapping, and intent data to improve targeting and lead quality

Partner Across Teams

Collaborate with Paid Media, SEO, and Email specialists to launch channel activations
Support pre- and post-event engagement with the Events team
Guide content needs and packaging in partnership with the Content team

Optimize Relentlessly

Run structured A/B and multivariate tests across campaign elements (email, ads, offers, landing pages, and automated nurture streams)
Continuously refine nurture workflows to better guide leads through the funnel and improve hand-raiser conversion
Analyze performance and optimize campaigns to improve conversion, MQL, MQO, and pipeline metrics
Own reporting in partnership with Marketing Ops to assess ROI and campaign health

Sales & SDR Alignment

Provide SDRs and Sales with campaign context, talking points, and follow-up materials
Support high-priority outreach plays (e.g., reheat campaigns, account sprints, list activations)

Manage Budgets & Vendors

Coordinate campaign-level budgets with the Demand Gen Manager
Manage vendors and syndication partners for third-party program execution

Demand Generation Specialist Requirements:

4-6 years of experience in B2B demand generation or digital marketing
Track record of executing campaigns that generate pipeline and revenue impact
Strong working knowledge of digital channels (email, paid media, SEO, SDR workflows, basic web)
Familiarity with marketing automation tools (e.g., HubSpot, Marketo) and CRM (Salesforce)
Comfort with campaign data, performance analysis, and structured testing
Organized and proactive, with strong project management and collaboration skills

This Role is Not:

A content creation role â youâll help guide content needs but not write them
A marketing generalist â this is a focused, performance-driven role
An events role â youâll support digitally, but not own event planning or execution
A channel specialist â youâll collaborate with channel owners but wonât own the tactics directly

What makes Incident IQ different:

We facilitate whole-person growth where employees can develop personally as well as professionally.
We offer an energetic and collaborative environment; everyoneâs opinion matters!
We produce software that empowers K-12 schools to run efficiently, allowing for a better classroom experience for students to THRIVE!
We provide excellent work/life balance. Two amazing offices - a Downtown Atlanta office location and one at Halcyon in Alpharetta!

Incident IQ offers a competitive salary based on experience with a benefits package for full-time employees that includes medical, dental, vision, life insurance, 401k match, and paid-time off (PTO).

Incident IQ is an Equal Opportunity Employer

Original Job Description