What does a Demand Generation Manager do?
Demand generation managers create qualified pipeline for B2B sales teams through paid, events, content and account-based programs.
- Open roles now
- 57
- Median pay (7 posts)
- $209k
- Remote
- 37%
- Most-requested tool
- SQL
The job
Demand generation managers are the B2B version of growth: their number is pipeline, measured in qualified opportunities and revenue for the sales team. They run the programs that create it, usually a mix of paid social and search, webinars and events, content syndication, account-based marketing and outbound support.
The job sits at the line between marketing and sales. A good demand gen manager knows the sales process, agrees definitions (what counts as a qualified lead) with sales leadership, and can trace a closed deal back through the touches that created it. Bad ones report on leads nobody wants.
The craft is shifting from lead volume to buying groups and intent. Many teams now focus on a list of target accounts, use intent data to see who's in market, and judge programs by opportunities and revenue rather than form fills.
A typical week
- Review pipeline created by program and source against the quarterly target
- Meet with sales leadership about lead quality and follow-up
- Launch or optimise LinkedIn and search campaigns for target accounts
- Plan the next webinar or field event with the events team
- Work with marketing ops on attribution and routing fixes
How they're measured
- Marketing-sourced and influenced pipeline
- Qualified opportunities created
- Cost per opportunity and pipeline ROI
- Conversion from lead to opportunity to closed-won
- Engagement from target accounts
Skills that matter
- Pipeline math
- Working backward from a revenue target to the programs you need.
- Paid B2B channels
- LinkedIn, search and retargeting carry most programs.
- Sales alignment
- Pipeline only counts if sales accepts and works it.
- Attribution
- You need to defend your budget with credible numbers.
- Account-based marketing
- Many B2B teams focus spend on named accounts.
- Marketing automation
- HubSpot, Marketo and Salesforce are where programs run.
Tools employers ask for
Share of 59 growth marketing job posts on HeyMarketers in the last 12 months that name each tool.
- SQL29%
- Generative AI27%
- ChatGPT25%
- Salesforce22%
- Looker22%
- Marketo15%
- Google Ads14%
- Asana14%
- Google Analytics12%
- HubSpot10%
Pay
The median base salary on full-time growth marketing posts is $209k, and the middle half pay $206k to $217k (7 posts with published pay, last 12 months).
Career path
- 1
Marketing coordinator or demand gen specialist
Runs campaigns and programs under a manager.
- 2
Demand generation manager
Owns pipeline targets for a segment or region.
- 3
Senior manager or director of demand gen
Owns the full program mix and budget.
- 4
VP marketing or growth
Owns marketing's revenue contribution.
Open growth marketing roles by level right now: entry level 4%, mid level 56%, senior 19%, lead or director 21%.
How to stand out
- Talk in pipeline and revenue, not leads.
- Show a program you built from zero with its cost per opportunity.
- Explain how you worked through a disagreement with sales about lead quality.
- Know your conversion rates at each stage cold.
Preparing for interviews? See the questions demand generation managers get asked, or read a typical job description.
Open growth marketing roles
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Hiring now: Fivetran, OpenAI, Dovetail, Airbnb, Stripe, Brex.
See all 57 open growth marketing jobsQuestions
What does a Demand Generation Manager do?
Demand generation managers are the B2B version of growth: their number is pipeline, measured in qualified opportunities and revenue for the sales team. They run the programs that create it, usually a mix of paid social and search, webinars and events, content syndication, account-based marketing and outbound support.
How much does a Demand Generation Manager make?
Full-time growth marketing roles on HeyMarketers pay a median base salary of $209k, and half pay between $206k and $217k. That's from 7 job posts with published pay in the last 12 months.
Are demand generation managers remote?
37% of the 57 open growth marketing roles on HeyMarketers right now are remote. The rest are on-site or hybrid.
What tools do demand generation managers use?
The tools named most often in growth marketing job posts on HeyMarketers are SQL (29% of posts), Generative AI (27% of posts), ChatGPT (25% of posts), Salesforce (22% of posts), Looker (22% of posts).