Growth Marketing & Demand Generation Lead, B2B

Weston Distance Learning is a trusted leader in online education, seeking a Growth Marketing & Demand Generation Lead to enhance their B2B demand generation efforts. The role involves executing and optimizing marketing programs, managing campaigns across various channels, and partnering with teams to drive lead generation and revenue growth.

Responsibilities:

• Own the execution and optimization of our B2B demand generation programs
• Develop and execute integrated campaigns across paid digital, email marketing, webinars, podcasts, industry association partnerships, and events
• Build landing pages, lead capture campaigns, email nurture workflows, and automated marketing programs
• Manage paid media campaigns across LinkedIn, Google Ads, and other relevant platforms
• Continuously test, measure, and optimize campaigns to improve lead quality, conversion rates, and pipeline contribution
• Own the planning, production, promotion, and execution of our webinar and podcast programs
• Coordinate speakers, agendas, registrations, and technical logistics
• Host or facilitate webinars and podcast recordings as appropriate
• Perform light editing using tools such as Descript, Riverside, or similar platforms to prepare recordings for publication
• Partner with the content team to repurpose webinar and podcast content into blogs, social media, email campaigns, and sales enablement resources
• Develop promotional campaigns that maximize registrations, attendance, engagement, and post-event conversion into qualified opportunities
• Identify, evaluate, and cultivate strategic partnerships with industry associations, professional organizations, and key industry groups that align with our target markets
• Develop annual engagement plans that leverage memberships, sponsorships, speaking opportunities, webinars, newsletters, and association marketing programs to generate qualified leads and strengthen brand awareness
• Research, coordinate, and support participation in conferences, trade shows, networking events, and association programs
• Build integrated pre-event and post-event marketing campaigns that maximize attendee engagement and pipeline generation
• Partner with Sales to establish event objectives, lead generation goals, meeting targets, and follow-up strategies
• Develop sales playbooks, messaging, and enablement materials to support successful event execution
• Measure and report on the ROI and pipeline contribution of association partnerships and event marketing initiatives to guide future investment decisions
• Build and manage campaigns in marketing automation platforms
• Create lead scoring models, audience segmentation, nurture programs, and campaign workflows
• Maintain campaign reporting dashboards and identify opportunities to improve funnel performance
• Ensure seamless lead routing and alignment with Sales
• Partner with Sales to improve lead quality, follow-up processes, and conversion rates
• Measure and optimize marketing performance through key metrics including: Marketing Qualified Leads (MQLs), Sales Qualified Leads (SQLs), Pipeline contribution, Opportunity creation, Cost per Lead (CPL), Cost per Opportunity, Campaign ROI, Webinar registrations, attendance, and conversion rates, Association and event-generated pipeline
• Provide regular reporting and recommendations to improve campaign effectiveness, marketing-attributed revenue, and overall pipeline health

Requirements:

• 4–6 years of experience in B2B demand generation, growth marketing, or digital marketing
• Demonstrated success building and executing multi-channel demand generation campaigns that generate qualified pipeline
• Experience managing paid advertising platforms including LinkedIn Campaign Manager and Google Ads
• Hands-on experience with marketing automation and CRM platforms such as HubSpot, Salesforce, or Marketo
• Experience planning, producing, and promoting webinars, virtual events, or podcast programs
• Experience supporting industry association partnerships, conferences, trade shows, or field marketing initiatives
• Familiarity with basic audio/video editing tools such as Descript, Riverside, or Adobe Premiere Rush
• Strong analytical skills with the ability to translate campaign data into actionable recommendations
• Excellent project management, communication, and collaboration skills
• Experience working closely with Sales to improve lead quality and pipeline performance
• Experience with Account-Based Marketing (ABM) strategies is a plus