Demand Generation Specialist

The Demand Generation Specialist plans, executes, and measures outbound and lifecycle marketing campaigns that generate qualified leads and pipeline. Working with Marketing and Sales, this role aligns lead qualification and handoff processes and improves campaign performance through data analysis and experimentation. The specialist uses marketing automation, AI tools, and accurate CRM data to improve efficiency, reporting, and decision-making.

Essential Duties and Responsibilities

• Integrated campaigns. Design and execute omnichannel demand generation campaigns with the Marketing team across email, social, paid media, web, and events. Generate qualified leads and pipeline aligned with Marketing goals.

• Lifecycle and nurture programs. Develop and manage programs that guide leads from initial contact through sales qualification, using traditional marketing automation and AI-driven tools.

• Sales alignment. Partner with Sales leadership to define lead qualification, handoff criteria, and pipeline attribution so Marketing and Sales work from consistent data.

• Campaign optimization. Test channel mix, messaging, offers, and audience segments. Use the results to focus resources on the most effective strategies.

• Targets, reporting, and insights. Establish lead and pipeline generation targets. Oversee and continuously improve reporting on the following key performance indicators:

• Marketing Qualified Leads

• Marketing-generated pipeline

• Conversion rates

• Cost per lead

• Funnel velocity

Provide Marketing and Sales leadership with regular progress updates and insights that support decisions.

• AI enabled efficiency. Use AI tools, including Microsoft Copilot, to draft briefs, build multichannel plans, and summarize performance data. Improve campaign planning and execution so the team can accomplish more without additional headcount.

• CRM data management. Maintain Microsoft Dynamics and SalesHub through audience segmentation, list hygiene, and seamless handoffs. Ensure Marketing and Sales work from accurate, unified records.

• Performs other duties as assigned.

Preferred Qualifications

• Demand generation. B2B demand generation and multichannel campaign planning across email, paid media, social, web, content, and events.

• Lifecycle marketing. Marketing automation, segmentation, lead nurturing, scoring, and sales handoffs.

• Sales and Marketing alignment. Qualification criteria, handoff processes, and cross-functional communication.

• Analytics and experimentation. A/B testing, funnel analysis, attribution, KPI reporting, and actionable insights.

• AI productivity tools. Microsoft Copilot and other AI tools for campaign planning, content development, workflow efficiency, and performance summaries.

• CRM and reporting tools. Microsoft Dynamics, SalesHub, spreadsheets, and dashboards; CRM data management, including list hygiene, segmentation, and record accuracy.