Demand Gen
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What you'll do
- LinkedIn, Google, and Meta end to end: audiences, creative direction, bidding, budget, and STRATEGY
- The conversion tracking stack: CAPI, measuring success, using our own ads product, and the judgment on what we trust in-platform versus what we rebuild in Salesforce
- Measurement across channels. Exposed versus unexposed accounts, geo and account-level holdouts, and a point of view on where self-reported attribution fits
- Account tiering alongside sales, and what changes about creative, bidding, and budget between tiers
- Channel expansion calls. Whether CTV pencils at our spend level, whether a new surface is worth testing, and what that test looks like before we put money behind it
- The creative pipeline with our freelance designers and content teams, including what's worth producing at volume and what's a waste of a design cycle
- Demand behind our webinars, launches, and field programs
What they're looking for
- Have run LinkedIn Ads and Meta at meaningful spend in B2B, hands on keyboard
- Have a clear position/opinion on how B2B teams should be running their demand gen
- Have built an incrementality test with an actual control group and can walk me through what it told you
- Can wire your own tracking instead of filing a ticket and waiting and are comfortable within a CRM and MAP platform (we use Salesforce and Conversion)
- Are comfortable being measured against the ceiling of a channel rather than quarter over quarter
- Work well sitting next to sales and understanding how to allocate budget across net-new, ABM, mid-funnel, etc.
Nice to have
- Have owned paid somewhere with a long enterprise cycle and a committee buyer
- Are fluent in Clay, enrichment, and suppression logic
- Have run ABM where the target list was a few hundred named accounts and the creative changed by tier
- Have opinions about who's doing B2B paid well right now
- Believe in high-intensity in-person teams and want to be around people pushing in the same direction
- Follow thought leaders such as Emily Kramer, Dave Gearhardt, and Kyle Poyar
Summarised by NextRaise from the employer’s description, which follows in full below.
Full description from employer
About Us
Conversion is the agentic marketing automation platform for modern enterprises such as Plaid, ClickHouse, Webflow, and Productboard. Our platform lets growth teams run their entire go-to-market motion in one place, from acquisition through retention, with AI agents doing the work that legacy tools like Marketo, HubSpot, and Pardot can't.
We've raised $30M+ from Abstract Ventures, True Ventures, and HOF Capital. The team is based in San Francisco and includes engineers, designers, marketers, and operators from Airbnb, Palantir, Pinterest, IMC, Shopify, LinkedIn, and Microsoft.
About the Role
Hey 👋 Kyle here. I am lucky to run our amazing marketing team here at Conversion. Right now, our paid program is owned by our GTME, who also owns ABM, sales enablement, and all of our MOps and Salesforce infrastructure. He’s incredible but he has so so much on his plate and I know there’s a lot of juice to squeeze here!
So I'm hiring someone to own demand gen outright. This role primarily run demand gen through LinkedIn, Google, and Meta (but open to exploration!), the tracking/performance underneath them, and the measurement and budget across all of our paid work.
A little context about our business: our buyer is a MOps director or CMO at a 1,000+ person SaaS company. 6-figure ACV’s, longer sales cycles, and five people in the buying group. You do not get clean feedback loops with our type of GTM motion. A campaign that looks great in the platform dashboard can produce nothing, and a channel that looks flat can be the reason a deal closed two quarters later. A lot of this job is building the instrumentation and the tests that let us tell those two apart and relying on intuition on which campaigns, activations, and efforts are truly driving SQOs (sales qualified opportunities).
Because of this, I want someone who has been in the accounts themselves and has strong opinions on demand gen and paid. This role is not for someone who briefed an agency and read the deck back. If you've built the audience, written the targeting, argued with a rep about lead quality, wired CAPI, pushed offline conversions back into LinkedIn, and then killed something that was making you look good, you might be a great fit! You will also be heavily supported by a great creative team and designers to help rotate and create net-new ad concepts, formats, etc. I would expect that in this role, quality and quantity of content/ad creatives will not be a blocker – which is hopefully an exciting prospect 🙂
This role is in-person 5 days/week in San Francisco.
What You’ll Own
LinkedIn, Google, and Meta end to end: audiences, creative direction, bidding, budget, and STRATEGY
The conversion tracking stack: CAPI, measuring success, using our own ads product, and the judgment on what we trust in-platform versus what we rebuild in Salesforce
Measurement across channels. Exposed versus unexposed accounts, geo and account-level holdouts, and a point of view on where self-reported attribution fits
Account tiering alongside sales, and what changes about creative, bidding, and budget between tiers
Channel expansion calls. Whether CTV pencils at our spend level, whether a new surface is worth testing, and what that test looks like before we put money behind it
The creative pipeline with our freelance designers and content teams, including what's worth producing at volume and what's a waste of a design cycle
Demand behind our webinars, launches, and field programs
You might be a good fit if you
Have run LinkedIn Ads and Meta at meaningful spend in B2B, hands on keyboard
Have a clear position/opinion on how B2B teams should be running their demand gen
Have built an incrementality test with an actual control group and can walk me through what it told you
Can wire your own tracking instead of filing a ticket and waiting and are comfortable within a CRM and MAP platform (we use Salesforce and Conversion)
Are comfortable being measured against the ceiling of a channel rather than quarter over quarter
Work well sitting next to sales and understanding how to allocate budget across net-new, ABM, mid-funnel, etc.
You might be a great fit if you
Have owned paid somewhere with a long enterprise cycle and a committee buyer
Are fluent in Clay, enrichment, and suppression logic
Have run ABM where the target list was a few hundred named accounts and the creative changed by tier
Have opinions about who's doing B2B paid well right now
Believe in high-intensity in-person teams and want to be around people pushing in the same direction
Follow thought leaders such as Emily Kramer, Dave Gearhardt, and Kyle Poyar
Useful links
Website: https://conversion.ai/
Company culture: https://conversion.ai/careers
Company
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