Everything you need to know about the key role of Demand Generation Manager for your B2B or B2C Marketing team
The Demand Generation Manager on a SaaS Marketing team is responsible for driving brand awareness and generating new leads through a combination of inbound and outbound marketing strategies and tactics.
This role is most commonly found on B2B marketing teams (usually SaaS marketing) and focused on building scalable, long-term customer relationships. Lead gen strategies will vary based on the company and their marketing goals, and can include everything from PPC and social advertising campaigns, building campaigns around assets such as eBooks and blog posts and other content, to building automated email “drip’ campaigns, organizing webinars, responding to questions on social media and Quora, and launching PR initiatives.
Depending on the size of the company, this person may report to a Director of Marketing, a VP of Marketing, a Chief Marketing Officer (CMO), or in some cases in smaller companies, directly to a founder.
According to this graph from Google Trends, the Demand Generation Manager position is a pretty new role originating around 2010. Overall, search interest has steadily grown since then.
The Demand Generation Manager is one of the most important roles on a SaaS Marketing team. As you build out your B2B or B2C marketing team, he or she will likely be one of your first six marketing hires, and will be a huge influence on your lead generation numbers.
Here are some signs that you are ready to hire:
According to our report, the average annual salary of a Demand Generation Manager can range from $90,000 for more inexperienced candidates in smaller cities to around $140,000 for experienced candidates in cities like San Francisco, Los Angeles, and New York City.
Pro Tip: View our compensation guide for more information on all marketing positions.
|San Francisco, CA||New York, NY||Austin, TX||Chicago, IL||Los Angeles, CA||Denver, CO|
|Base | OTE||Base | OTE||Base | OTE||Base | OTE||Base | OTE||Base | OTE|
|$110-160K | (+bonus)||$90-125K | –||$95-130K | (+bonus)||$90-125K | (+bonus)||$90-130K | (+bonus)||$90-125K | (+bonus)|
The day-to-day responsibilities of a Demand Generation Manager may include:
Whether you’re starting with a dozen leads or several thousand, the metrics you look at will stay pretty consistent.
Since Demand Generation is focused on building long-term, sustainable lead generation growth, you’ll want to measure this position based on a combination of engagement, performance, and monetary ROI KPIs.
Here are some examples of engagement metrics, including:
Here are some examples of performance metrics, including:
Here are some examples of monetary ROI KPI metrics, including:
In our experience, many B2B marketing teams focus too much on finding someone with experience in the tools that they use and not enough on finding someone who can craft and execute an effective, long-term lead gen strategy.
Here are some skills to look for:
Looking for a Demand Generation Manager for your SaaS marketing team? We can help. Reach out to us today, and we’ll be in touch soon. Looking for a job in demand generation? We can help with that too. Reach out to us here to talk to a recruiter.