Demand Generation Specialist

About Us

Insightful is a market-leading platform for workforce analytics. We process really big data, synthesize it into actionable insights, and ultimately provide an easy-to-use product that empowers enterprise customers to improve employee productivity, business processes, and overall staff well-being.

Job Description

This is a high-impact, execution-focused demand generation role sitting within the Marketing team, reporting directly to the Head of Demand Generation. The Specialist will drive cross-channel customer acquisition by executing digital campaigns, managing organic and third-party channels, and owning the operational infrastructure that powers MQL velocity. The role operates with a strong bias toward speed, data, and measurable pipeline contribution.

The Specialist collaborates closely with key internal stakeholders across Product Marketing, Content, Design, and Sales, and is expected to bring both strategic awareness and hands-on execution to every channel they touch.

This role is well suited for an experienced B2B marketer who thrives in a fast-paced SaaS environment, is comfortable owning outcomes, and knows how to close the gap between traffic and pipeline.

Core skills:

• Digital campaign execution across paid and organic channels
• Data storytelling and insight generation
• Cross-functional stakeholder management
• Project management in fast-paced environments
• SEO and GEO execution
• Partner and affiliate channel management

Tools:

• SEO & GEO - Ahrefs, Semrush, Mangools
• Analytics & Reporting - Google Analytics 4, Google Search Console, Looker Studio, Google Trends
• CRM & Marketing Automation - HubSpot
• Documentation & Collaboration - Notion, Slack
• Ad platforms: Google Ads; Microsoft Ads; LinkedIn Campaign Manager

Responsibilities

Digital Demand Generation & Campaign Execution

• Execute high-performance digital marketing campaigns across SEM, SEO, programmatic, and paid social channels.
• Implement audience-based digital marketing strategies including paid search, display advertising, and automated email campaigns.
• Support ABM initiatives in collaboration with Sales, targeting SMB/MM/ENT SaaS buyers.
• Run multi-channel campaigns including gated content, webinars, and sponsored digital events to generate leads and increase product awareness.
• Contribute to website performance - ensuring it is optimized for SEO outcomes and aligned with performance marketing best practices.

Outreach & Link Building

• Research and secure high-authority (DA 60+) referral partnerships, guest posting opportunities, and content placements within target verticals.
• Manage end-to-end outreach sequences for brand mentions, backlinks, and content asset distribution.
• Handle inbound collaboration requests (guest posts, backlinks, partnerships) as first point of contact - evaluating each for strategic fit.
• Maintain competitor backlink and web presence trackers, pulling data from SEO tools on a regular cadence and communicating findings to the broader team.
• Coordinate with the Content team to identify assets suitable for external promotion and secure placements through syndication and resource pages.

SEO & GEO

• Execute on-page SEO tasks including metadata updates, internal linking, and content brief preparation, in collaboration with the SEO Specialist.
• Pull and interpret regular reports from Ahrefs, Google Search Console, and Semrush covering rankings, keyword movements, and backlink changes.
• Monitor and document Insightful's visibility in AI-generated answers (ChatGPT, Perplexity, Google AI Overviews and others) as part of an evolving GEO strategy.

Affiliate & Channel Operations

• Manage day-to-day affiliate operations - tracking partner activity, maintaining records, and flagging performance trends.
• Lead research, outreach coordination, and communication for the MSP/VAR partner channel initiative, in alignment with the SMB Sales lead.
• Prepare enablement materials and assets for affiliate and partner use.
• Evaluate new affiliate vendors and platforms, summarizing findings with a clear recommendation.

Directory & Review Site Management

• Own the accuracy, completeness, and narrative consistency of Insightful's listings across top-tier directories (G2, Capterra, GetApp, TrustRadius, Gartner Peer Insights, and others).
• Coordinate with Product Marketing to keep messaging current across all directory profiles.
• Maintain an internal tracking system logging current status, recent changes, and planned next steps for each listing.

Reporting, Attribution & Performance

• Prepare marketing performance reports by collecting, analyzing, and summarizing data across channels - delivering clear, actionable insights to the marketing organization.
• Ensure universal UTM protocol adoption across all third-party channels, maintaining sound attribution and 100% trackability of outbound efforts.
• Monitor OKRs and flag upward or downward trends using GA4, Looker Studio, HubSpot, and affiliate platform dashboards.
• Support CRM data optimization for marketing and sales campaigns.
• Stay current on market trends and the competitive landscape in digital advertising and acquisition.

Process & Documentation

• Maintain process documentation, outreach templates, and campaign playbooks in Notion to ensure scalability and team-wide knowledge sharing.
• Keep all internal trackers (directories, affiliates, outreach pipelines) up to date and accurate at all times.

You are a great fit for this role if you have

• 3–6 years of experience in digital marketing or demand generation, with a strong focus on B2B SaaS
• Demonstrated hands-on experience across SEM, SEO, programmatic, and/or paid social - with a track record of driving pipeline, not just traffic.
• Strong working knowledge of SEO principles and proficiency with at least one major SEO platform (Ahrefs or Semrush required).
• Analytical thinking - you are comfortable building reports, interpreting data, and translating findings into clear recommendations.
• Solid understanding of UTM tracking, attribution models, and CRM data hygiene (HubSpot experience strongly preferred).
• Experience managing affiliate programs, software directory listings, or channel partner relationships is a strong plus.
• Excellent written and spoken English - confident in professional outreach, partner correspondence, and internal stakeholder communication.
• High organizational skills and reliability - you're able to manage multiple recurring work streams and flag issues proactively.
• Strategic thinking and experience in executing - you're equally comfortable building a plan and doing the work.
• Continuous-improvement mindset; you know how to test, learn, and iterate quickly.