Director, Demand Generation

Introduction to Demandbase:

Demandbase is the only pipeline AI platform that empowers GTM teams to automate growth at scale. With a unified view of data, insights, actions, and outcomes, B2B enterprises can seamlessly align and execute their account-based GTM strategies with confidence. Thousands of businesses trust Demandbase to maximize revenue, minimize waste, and consolidate their data and tech stacks – all in one platform.

As a company, we’re as committed to growing careers as we are to building world-class technology. We invest heavily in people, our culture, and the community around us. We have also continuously been recognized as One of The Best Places To Work in the San Francisco Bay Area by Fortune, and One of The 60 Best Companies To Sell For by Selling Power. Our offices are located in San Francisco, New York, Austin, Seattle, India, and the United Kingdom.

About the Role

Own the strategy, performance, and evolution of the demand generation engine, with accountability for pipeline creation, funnel efficiency, and revenue impact. This role leads a pod-based team model and partners closely with Sales to drive predictable growth. Success looks like owning the pipeline number in the QBR — not just reporting on it.

What you’ll be doing:

Pipeline Strategy & Ownership

• Own pipeline targets across segments (e.g., Enterprise, Commercial)

• Translate company revenue goals into demand generation plans

• Allocate budget across programs, channels, and segments based on performance

• Direct agency and vendor partners (media buying, campaign execution) to pipeline outcomes, not activity

Team Leadership & Operating Model

• Lead and develop a team of campaign managers and specialists

• Establish a pod-based model with clear segment ownership

• Drive accountability for pipeline outcomes vs. activity metrics

Sales Alignment

• Partner closely with Sales and SDR leadership on:

  • Pipeline targets and coverage

  • Lead quality and conversion

  • Feedback loops on campaign performance

• Ensure tight alignment on ICP, messaging, and priorities

Full-Funnel Optimization

• Oversee performance across the entire funnel: Acquisition → Lead → Opportunity → Pipeline

• Own the handoff points explicitly — where demand gen ends and lifecycle/SDR ownership begins — so leads and pipeline don't stall at the seams

• Identify and remove bottlenecks in conversion

• Drive alignment between acquisition and lifecycle strategies

Performance Management & Analytics

• Define and track core metrics: pipeline generated, CAC/efficiency, conversion rates by stage

• Partner with RevOps to close tracking and attribution gaps (e.g., ad platform → MAP → CRM sync issues) that distort the numbers

• Lead weekly/monthly performance reviews focused on business outcomes, not activity

Experimentation & Growth

• Build a culture of testing and continuous improvement

• Prioritize experiments that drive pipeline and conversion lift

• Scale what works, cut what doesn't

About You:

• 8+ years in B2B marketing, with strong demand gen experience

• Proven ownership of pipeline or revenue targets

• Experience leading cross-channel, full-funnel programs

• Strong track record partnering with Sales

• Analytical mindset with ability to translate data into action

Bonus:

• Experience evolving a digital or campaign team into a demand gen org

• Familiarity with lifecycle marketing and funnel optimization

• ABM or segment-based marketing experience, Demandbase experience highly desired

• Experience managing outside growth agencies

Our Commitment to Diversity, Equity, and Inclusion at Demandbase

At Demandbase, we believe in creating a workplace culture that values and celebrates diversity in all its forms. We recognize that everyone brings unique experiences, perspectives, and identities to the table, and we are committed to building a community where everyone feels valued, respected, and supported. Discrimination of any kind is not tolerated, and we strive to ensure that every individual has an equal opportunity to succeed and grow, regardless of their gender identity, sexual orientation, disability, race, ethnicity, background, marital status, genetic information, education level, veteran status, national origin, or any other protected status. We do not automatically disqualify applicants with criminal records and will consider each applicant on a case-by-case basis.

We recognize that not all candidates will have every skill or qualification listed in this job description. If you feel you have the level of experience to be successful in the role, we encourage you to apply!

We acknowledge that true diversity and inclusion requires ongoing effort, and we are committed to doing the work required to make our workplace a safe and equitable space for all. Join us in building a community where we can learn from each other, celebrate our differences, and work together.

Unsolicited Submissions

At Demandbase, we value thoughtful partnerships and direct connections with candidates. We’re not accepting unsolicited resumes or outreach from third-party recruiting agencies. Any unsolicited submissions will not be reviewed, and no fees will be paid.