Demand Generation Manager

About HS GovTech HS GovTech delivers mission-critical software solutions that empower government agencies to manage inspections, permitting, licensing, compliance, enforcement, and public health workflows. Our highly configurable SaaS platform supports municipalities, counties, state agencies, and other government organizations across North America. Our Values Excellence, Every Day Win as One Team Celebrate and Connect Position Summary The Demand Generation Manager is responsible for developing and executing integrated marketing strategies that drive qualified pipeline, increase brand visibility, and support revenue growth at HS GovTech. This role focuses on reaching U.S. state and local government agencies, particularly Environmental Health and regulatory departments, through targeted demand generation campaigns, strategic partner marketing, and high-quality content. Combining hands-on campaign execution with content strategy and marketing automation, the Demand Generation Manager will work closely with Sales, BDRs, and strategic partners to engage government decision-makers throughout complex buying cycles. A key focus of the role is improving HS GovTech’s organic discoverability through Answer Engine Optimization (AEO), generative AI search, and educational content that positions the company as a trusted resource for government agencies. The ideal candidate is a strong writer, analytical marketer, and independent project manager who can translate complex software solutions into compelling content and measurable marketing results in a fully remote environment. Key Responsibilities Demand generation and pipeline development (45%) Develop and execute integrated demand generation campaigns targeting state and local government agencies, particularly Environmental Health and regulatory departments. Partner with Sales AEs and BDR teams to build account-based marketing (ABM) campaigns for strategic accounts. Create targeted email campaigns, nurture programs, webinars, and event follow-up campaigns that generate qualified opportunities. Own campaign execution and performance measurement within HubSpot, including lead scoring, attribution, conversion, and pipeline contribution. Develop content and campaigns that support longer government buying cycles, budget planning, procurement processes, and RFP-driven opportunities. Partner and channel marketing (15%) Develop joint marketing programs with strategic technology, implementation, and government procurement partners. Coordinate co-branded campaigns, webinars, case studies, email campaigns, and joint events. Create partner enablement materials, including solution briefs, sales collateral, presentations, and campaign toolkits. Work with partner organizations to expand reach into government agencies and generate partner-sourced or partner-influenced pipeline. Track partner campaign performance, engagement, and contribution to revenue opportunities. Content generation, AEO, and organic discoverability (40%) Develop high-quality, authoritative content designed to improve visibility in AI-powered answer engines and organic discovery channels. Apply Answer Engine Optimization (AEO) principles to improve the likelihood that HS GovTech content is surfaced and cited by platforms such as ChatGPT, Google AI Overviews, and Perplexity. Produce blog articles, thought leadership, customer success stories, FAQs, educational resources, and government-specific solution content. Collaborate with subject matter experts to translate complex Environmental Health workflows into clear, relevant content for government decision-makers. Structure content around the questions government buyers ask, including product evaluation, procurement, regulatory requirements, and operational challenges. Monitor AI search visibility, brand mentions, referral traffic, and content engagement to refine the content strategy. Use AI-assisted content tools responsibly while maintaining accuracy, originality, and appropriate review processes. Marketing operations and measurement Manage campaign workflows, segmentation, automation, and reporting in HubSpot. Maintain marketing data quality and collaborate with Sales Operations on lead management and attribution. Measure campaign effectiveness through engagement, marketing-sourced pipeline, influenced pipeline, and conversion rates. Optimize campaigns based on performance data, sales feedback, and account engagement. Required Qualifications At least 5 years of B2B or B2G marketing experience, preferably in SaaS. Demonstrated experience marketing to U.S. state or local government agencies. Some experience executing partner or channel marketing programs. Strong writing skills and experience independently developing marketing content. Working knowledge of AEO, generative AI search, and organic content discovery. Hands‑on experience with HubSpot or a comparable marketing automation platform. Experience working closely with Sales and BDR teams to support pipeline generation. Strong project management skills and ability to manage multiple campaigns independently in a fully remote environment. Core Competencies Demand Generation & Pipeline Growth: Ability to develop and execute integrated marketing campaigns that generate qualified leads, create sales opportunities, and contribute to revenue growth. Content Strategy & Storytelling: Strong writing and content development skills, with the ability to translate complex SaaS solutions and government workflows into clear, engaging, and valuable content. AEO & Organic Discoverability: Understanding of Answer Engine Optimization (AEO), generative AI search, and SEO principles to improve brand visibility and content discoverability across traditional and AI-powered search platforms. Government & B2B Marketing: Knowledge of U.S. state and local government audiences, including their operational needs, procurement processes, budget cycles, and purchasing considerations. Partner & Channel Marketing: Ability to develop collaborative marketing programs that strengthen partner relationships, expand market reach, and generate shared pipeline opportunities. Sales Alignment & Collaboration: Strong cross‑functional communication skills and the ability to work closely with Sales, BDRs, and subject matter experts to align marketing activities with business priorities. Marketing Automation & Analytics: Proficiency with HubSpot or comparable marketing automation platforms, including campaign management, lead nurturing, segmentation, attribution, and performance reporting. Project Management & Execution: Strong organizational skills, attention to detail, and the ability to manage multiple campaigns, competing priorities, and deadlines independently in a remote environment. Data‑Driven Decision‑Making: Ability to interpret campaign performance data, identify opportunities for improvement, and use insights to optimize marketing effectiveness. Adaptability & Innovation: Willingness to test new approaches, leverage AI‑assisted tools responsibly, and adapt marketing strategies to evolving buyer behaviours and digital discovery trends. What Success Looks Like Pipeline Generation: Consistently generates qualified leads and sales opportunities through targeted campaigns aligned with HS GovTech’s revenue goals and target government accounts. Effective Sales Alignment: Partners closely with AEs and BDRs to execute account-based marketing initiatives, improve lead quality, and support progression through the sales pipeline. Improved Organic and AI Search Visibility: Increases the discoverability of HS GovTech’s content across search engines and AI-powered answer platforms through a consistent, measurable AEO and content strategy. High‑Quality Content Production: Develops relevant, authoritative content that addresses the needs of Environmental Health and regulatory professionals and supports government buyers throughout the evaluation and procurement process. Partner‑Sourced Opportunities: Establishes effective co‑marketing programs with strategic partners that expand reach, strengthen relationships, and contribute to marketing‑sourced or influenced pipeline. Campaign Performance and Optimization: Uses HubSpot reporting and campaign analytics to monitor engagement, conversion rates, lead quality, and pipeline contribution, continuously improving campaign effectiveness. Efficient Marketing Operations: Maintains organized campaign workflows, reliable marketing data, effective lead nurturing, and clear reporting that supports collaboration between Marketing and Sales. Measurable Business Impact: Demonstrates a clear connection between marketing activities, target‑account engagement, qualified pipeline, and HS GovTech’s broader growth objectives. #J-18808-Ljbffr HS GovTech