Marketing Manager, Demand Generation – Cybersecurity Services

📋 Description

• Take ownership of the strategy and execution for pipeline creation within the cybersecurity services sector, from initial targeting to the handoff to sales.

• Develop and enhance multi-channel campaigns (including digital, events, email, partner collaborations, and outbound support) to generate marketing-sourced and influenced pipeline.

• Assess, forecast, and enhance funnel conversion and deal velocity, linking activities directly to revenue targets for the segment.

• Establish and continually refine Ideal Customer Profiles (ICP), personas, and segment positioning within the various verticals that the company serves.

• Lead competitive intelligence initiatives and market messaging frameworks, converting technical capabilities into outcome-focused narratives that align with compliance and risk reduction objectives.

• Collaborate closely with product marketing, delivery, and sales leadership to synchronize go-to-market (GTM) priorities, assist in new offering launches, and incorporate segment-level market intelligence into positioning strategies.

• Develop persona- and stage-specific enablement materials (such as decks, one-pagers, talk tracks, brief videos, and email sequences) to support both technical and non-technical sales teams.

• Create battlecards, competitive matrices, and objection-handling frameworks for key competitors and alternatives (including status quo and in-house solutions).

• Facilitate cross-sell initiatives throughout the entire portfolio by designing campaigns and enablement tools that empower legacy representatives and acquired sellers to confidently introduce cybersecurity services into existing accounts.

• Leverage buyer insights, campaign performance metrics, and consistent feedback loops with sales leadership to continuously enhance enablement effectiveness and reduce time-to-close.

⛳️ Requirements

• 7-10 years of experience in B2B marketing with a proven emphasis on demand generation, integrated campaigns, and contributing to pipeline in long-cycle, high-consideration environments (preferably in cybersecurity, managed services, or related IT services).

• Demonstrated capability to design and implement integrated campaigns that not only generate leads but also influence pipeline.

• A history of functioning both strategically and tactically as a player-coach in lean teams, with a measurable impact on pipeline, win rates, and sales productivity.

• Experience working directly with sales leadership and technical subject matter experts to translate complex offerings into buyer-focused narratives and programs.

• Comfortable collaborating cross-functionally across sales, product marketing, delivery, revenue operations, and finance to align GTM strategies and measurement efforts.

• Proficiency in HubSpot or a similar marketing automation/customer relationship management stack (such as Marketo, Pardot, Salesforce) for managing campaigns, lead routing, and reporting.

• Experience in developing attribution and funnel reporting that connects spending to pipeline, revenue, and customer acquisition cost/lifetime value where data permits.

• Familiarity with integration and automation tools (e.g., Zapier, APIs, enrichment tools) to link marketing, sales, and service systems.

• An early adopter of AI tools (such as large language models, copilots, analytics copilots) to enhance research, content creation, business processes, and analysis while ensuring data security, quality, and adherence to brand standards.

• Working knowledge of cybersecurity and managed services (e.g., EDR, MDR/XDR, network security, identity management, cloud security, managed IT, etc.).

• Experience navigating compliance-driven buying environments (such as PCI, SOC 2, HIPAA, or similar regulatory frameworks) and understanding how they drive urgency and budget considerations.

• Insight into multi-stakeholder buying committees (including CIO, CISO, IT Director, Finance, Operations, Compliance) and the ability to create tailored content and programs for each group.

• Proficient in translating technical solutions into outcome-based messaging for both technical and executive audiences.

• Willingness to travel up to 25%.

🏝️ Benefits

• Competitive salaries

• Above-average benefit packages

• Health insurance

• Flexible working hours

• Professional development opportunities