Demand Generation Manager

Company Overview

At NetCov, we specialize in delivering cutting-edge IT and cybersecurity solutions designed to protect and optimize the digital infrastructure for the industries we serve. We differentiate ourselves from our competition through our deep and intimate knowledge of our customers' business.

About the Role

As a key member of the Marketing Team, the Demand Generation Manager is responsible for building and scaling NetCov's predictable, measurable pipeline engine.This role owns campaign strategy, demand generation programs, and funnel performance across digital and account-based channels. The Demand Generation Manager is accountable for turning marketing initiatives into qualified pipeline and measurable revenue outcomes.

This is not a content creation role. This role partners closely with the Content Marketing Manager, who owns storytelling and messaging, while the Demand Generation Manager owns campaign execution, distribution, and performance. Working closely with Sales leadership, this individual will ensure that marketing efforts are aligned to revenue targets, high-value accounts, and pipeline priorities.

NetCov operates in a private equity-backed environment with a strong focus on measurable outcomes, operational discipline, and revenue impact. This role is expected to operate with urgency, accountability, and a clear connection to pipeline performance.

Accountabilities

Demand Strategy & Pipeline Planning

• Build and own the quarterly demand generation plan aligned to revenue targets and sales capacity
• Define channel mix and budget allocation across digital and field marketing efforts
• Align campaign priorities with ICP verticals (credit unions, financial institutions, AEC) and core offerings
• Partner with the Content Marketing Manager to align content strategy with campaign execution
• Collaborate with Sales leadership to define target accounts, priority opportunities, and whitespace

Campaign Development & Execution

• Design and execute integrated campaigns across the full funnel: awareness → consideration → decision
• Launch and manage multi-channel campaigns including:
  • Paid media (LinkedIn, Google, Bing)
  • Email nurture and lifecycle campaigns
  • Retargeting and digital engagement programs
  • Webinar and event promotion campaigns
• Ensure campaigns are aligned with content, messaging, and growth priorities
• Coordinate closely with the Experiential Marketing Manager on event-driven campaigns

Account-Based Marketing (ABM)

• Partner with Sales + RevOps to define and tier target account lists
• Develop and execute ABM programs for high-value accounts
• Coordinate multi-channel engagement strategies across paid, email, and digital channels
• Support personalized campaign execution leveraging content created by the Content Marketing Manager

Funnel Management & Conversion Optimization

• Own performance across the full marketing funnel: MQL → SAL → SQL → Closed Won
• Identify and address bottlenecks impacting conversion and pipeline progression
• Optimize landing pages, calls-to-action, and campaign performance
• Refine lead scoring models and qualification criteria in partnership with Sales and RevOps

Sales Alignment & Pipeline Integration

• Establish consistent operating cadence with Sales (pipeline reviews, campaign feedback loops)
• Ensure alignment on lead definitions, follow-up expectations, and campaign priorities
• Support pipeline acceleration through targeted campaigns and account engagement strategies
• Partner with Sales to improve lead quality and conversion efficiency

Performance Analytics & Reporting

• Own reporting on pipeline creation, campaign performance, and channel effectiveness
• Track key metrics including:
  • Pipeline generated
  • Cost per opportunity (CPO)
  • Conversion rates by stage
  • Pipeline velocity
• Continuously reallocate budget and effort toward highest-performing channels

Marketing Technology & Systems

• Manage and optimize marketing automation platforms (HubSpot or similar)
• Ensure data integrity, campaign tracking, and attribution accuracy
• Utilize ABM and intent tools (e.g., 6sense, ZoomInfo) to support targeting and engagement
• Partner with Revenue Operations to maintain clean data and reporting accuracy

Success Profile

Within 6-9 months:

• A structured demand generation plan is in place and aligned with revenue targets
• Campaigns are consistently generating measurable pipeline
• Funnel performance is visible, tracked, and improving
• Conversion rates across stages show measurable improvement
• Campaign ROI and channel performance are clearly understood
• Marketing contribution to pipeline is predictable and scalable

Knowledge, Skills, and Abilities Required

• 5-10 years of experience in B2B demand generation, growth marketing, or digital marketing roles
• Proven track record of generating measurable pipeline and improving conversion rates
• Strong understanding of multi-channel campaign execution and funnel management
• Experience working within marketing automation platforms (HubSpot preferred)
• Experience with paid media platforms (LinkedIn, Google, Bing)
• Familiarity with ABM and intent-based marketing tools (6sense, ZoomInfo, Demandbase or similar)
• Strong analytical skills with the ability to interpret performance data and drive optimization
• Experience collaborating cross-functionally with Sales and marketing teams
• Experience in cybersecurity, cloud services, managed services, or B2B technology preferred

Preferred Experience

• Experience working in a private equity-backed or high-growth environment
• Experience supporting complex B2B sales cycles
• Familiarity with regulated industries such as financial services or compliance-driven environments

Impact & Performance Expectations

This role directly influences:

• Marketing-sourced and influenced pipeline
• Cost per opportunity (CPO) and customer acquisition cost (CAC)
• Funnel conversion rates and pipeline velocity
• Campaign ROI and channel performance
• Alignment between Marketing and Sales

Role Logistics

• Full-time, exempt position
• Fully remote within the United States
• Travel required approximately once per quarter for team meetings, events, or company initiatives