Demand Generation ManagerJob Description

Demand Generation Managers focus on creating awareness and generating qualified leads through targeted campaigns across the full funnel. Growth Marketing Managers typically focus more on conversion optimization, retention, and product-led growth strategies. Demand gen is broader and more top-of-funnel focused.

While B2B SaaS experience is valuable, strong candidates from other B2B industries can succeed if they understand complex sales cycles and multi-touch attribution. Prioritize marketing automation expertise, analytical skills, and proven pipeline generation results over specific industry background.

Both matter, but strategic thinking edges out technical skills since tools can be learned. Look for candidates who understand buyer psychology, can design full-funnel strategies, and connect campaigns to revenue. Technical proficiency should be present but secondary to strategic capabilities.

Present a case study with your actual funnel metrics and ask them to audit performance and propose improvements. Request they walk through a past campaign including strategy, execution, results, and learnings. Review their analytical approach to attribution and ROI measurement.

Watch for candidates who focus only on vanity metrics without connecting to pipeline or revenue. Avoid those who can't explain attribution models or lack hands-on platform experience. Red flags include inability to discuss failed campaigns and learnings or poor cross-functional collaboration examples.