Sales Marketing Manager, Demand Generation & Pipeline Marketing

The Sales Marketing Manager - Demand Generation & Pipeline Marketing is a strategic and hands-on role responsible for driving exhibitor, sponsorship, and media revenue through targeted demand generation programs. You will design and execute acquisition-focused campaigns and own lead scoring infrastructure to convert marketing-qualified leads into closed revenue. This role sits within Emerald's central marketing group and works closely with Sales, Brand Marketing, and Revenue Operations.

KEY RESPONSIBILITIES:

Demand Generation Strategy & Campaign Planning

• Develop integrated demand generation best practices and campaign plans tied to exhibitor, sponsorship, and media revenue goals across all brand portfolios.
• Define target audiences, ideal customer profiles (ICPs), and account-level targeting in partnership with brand and sales teams.
• Build campaign briefs covering objectives, messaging, audience segmentation, channel mix, cadence, and top-of-funnel conversion goals.
• Recommend and iterate on demand generation approaches - including paid, outbound, and inbound tactics - aligned to each brand's sales cycle.
• Maintain up-to-date Gong sequences and outbound flow strategies for assigned brands.

• Implement and manage exhibitor lead scoring models in HubSpot, defining engagement signals, fit criteria, and threshold settings by brand.
• Apply and maintain MQL frameworks to ensure marketing-qualified leads reflect genuine buying intent and are sales-ready.
• Partner with Sales and Sales Operations to establish lead routing workflows, disposition SLAs, and closed-loop feedback processes.
• Continuously refine scoring models based on conversion data, pipeline feedback, and AI-assisted signal analysis.

• Brief and coordinate offshore execution resources - ensuring accurate campaign builds, QA, on-time deployment, and post-send reporting.
• Oversee campaign staging, approvals, and asset management across demand gen deliverables.
• Maintain campaign quality standards across emails, demand gen campaigns, and acquisition-focused content.

• Own monthly demand generation performance reporting across all brands - tracking lead volume, MQL conversion rates, and pipeline contribution to closed deals.
• Identify acquisition gaps, funnel drop-off points, and optimization opportunities; bring data-backed recommendations to brand and sales stakeholders.
• Use AI-powered analytics tools to surface insights and automate performance trend reporting.

• Serve as the primary demand generation marketing partner to all brand and sales teams, presenting pipeline best practices, lead quality insights, and campaign results.
• Collaborate cross-functionally with Brand Marketing, Sales Operations, and technology partners on pipeline-building initiatives.
• Contribute to Emerald-wide demand generation playbooks, lead management frameworks, and best practices.

• HubSpot (Marketing Hub): Lead scoring model configuration, MQL workflows, campaign automation, and funnel reporting - primary day-to-day platform.
• Salesforce CRM: Lead routing, pipeline visibility, opportunity tracking, and closed-loop reporting with Sales.
• Gong: Outbound sequence management, sales conversation intelligence, and MQL handoff optimization.
• AI Tools (e.g., ChatGPT, Claude, Jasper, 6sense, or similar): AI-assisted audience segmentation, campaign brief generation, predictive lead scoring, and performance analysis.
• Campaign analytics & BI tools: Reporting on funnel KPIs, channel attribution, and pipeline contribution.

• 5+ years of B2B marketing experience with a focus on demand generation, lead management, or acquisition marketing.
• Demonstrated track record building campaigns that contribute measurably to pipeline and revenue growth.
• Hands-on expertise with HubSpot - including lead scoring, workflow automation, and campaign reporting.
• Hands-on experience with Salesforce CRM for pipeline and lead management.
• Deep understanding of MQL frameworks, lead scoring best practices, and B2B buyer journey marketing.
• Experience with AI tools for campaign acceleration, audience targeting, or performance analysis.
• Analytical mindset - comfortable interpreting funnel data and translating insights into pipeline recommendations.
• Ability to manage multiple campaigns and brand relationships simultaneously in a fast-paced environment.
• Strong project management instincts - organized, deadline-driven, and a clear communicator.