Head of Demand Generation (B2B)
Directs the strategy and execution of marketing programs to drive business-to-business revenue growth.
Overview
This career centers on the systematic creation of interest and desire for a company's products or services. On a daily basis, the work involves a blend of creative campaign design and rigorous data analysis, as leaders must decide how to allocate budgets across search engine marketing, social media, content production, and email automation. The rhythm is dictated by quarterly revenue targets, requiring a constant cycle of testing, measuring, and refining tactics to improve conversion rates and lower acquisition costs.
Successful professionals in this field demonstrate a balance of technical proficiency in marketing technology and strategic business acumen. The role requires navigating the tension between long-term brand building and short-term lead generation requirements. It is a high-stakes environment where performance is measured by tangible metrics such as pipeline value and return on ad spend, appealing to those who enjoy solving complex puzzles and driving measurable business impact through digital and traditional channels.
Responsibilities
- Develop and execute comprehensive multi-channel demand generation strategies to meet revenue objectives.
- Manage the marketing budget across various paid, earned, and owned media channels.
- Collaborate with sales leadership to ensure high-quality lead delivery and funnel alignment.
- Oversee the marketing technology stack to automate processes and track campaign performance.
- Analyze key performance indicators to provide regular reports on marketing ROI and pipeline health.
- Lead and mentor a team of specialists in areas like SEO, paid media, and content marketing.
- Design lead scoring and nurturing programs to move prospects through the sales cycle efficiently.
Qualifications
- A minimum of eight to ten years of experience in B2B marketing or growth roles.
- Proven track record of managing significant marketing budgets and achieving growth targets.
- Deep expertise in using marketing automation platforms and customer relationship management software.
- Strong analytical skills with the ability to interpret complex data sets into actionable insights.
- Experience leading cross-functional teams and managing external vendor relationships.
Nice to have
- A Master of Business Administration or equivalent advanced degree in marketing.
- Certification in specialized platforms such as Salesforce, HubSpot, or Marketo.
- Direct experience in the specific industry or vertical of the hiring organization.
Work environment
- Work is typically performed in a fast-paced corporate office or remote setting.
- Collaboration is constant, involving frequent meetings with sales, product, and finance departments.
- Standard business hours are common, though campaign launches may require additional flexibility.
- The role relies heavily on digital tools including project management software and data visualization dashboards.
Benefits & growth
- Compensation often includes a performance-based bonus tied to pipeline or revenue targets.
- Many technology-based roles offer equity or stock options as part of the total package.
- Career progression typically leads to executive positions such as VP of Marketing or Chief Marketing Officer.
- Opportunities for professional development include industry conferences and specialized leadership training.
Frequently asked questions
What does a Head of Demand Generation (B2B) do?
A Head of Demand Generation (B2B) leads the strategic engine of a business by optimizing the marketing and sales funnel to drive scalable revenue growth. They design and execute multi-channel campaigns that create brand awareness and capture high-intent leads for the sales team. Their primary focus is managing the lead-to-revenue lifecycle through data-driven performance marketing and sales alignment.
What skills are needed for a Head of Demand Generation (B2B)?
Essential skills include expertise in marketing automation platforms, CRM management, and data analytics to measure funnel conversion rates. They must possess strong strategic planning abilities to align marketing output with sales goals, alongside deep knowledge of SEO, SEM, and account-based marketing (ABM). Strong leadership and communication skills are vital for managing cross-functional teams and reporting on ROI.
What is the career path for a Head of Demand Generation (B2B)?
The career path typically begins with roles in growth marketing, digital advertising, or marketing operations before advancing into a Demand Generation Manager position. After serving as a Head of Demand Generation, professionals often progress to executive leadership roles such as VP of Marketing or Chief Marketing Officer (CMO). Success in this role is demonstrated through consistent revenue growth and the ability to scale marketing infrastructure.
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