About the role
Inbound is mostly word of mouth and a handful of comparison pages. You will decide which channels are worth a contract budget, stand up measurement that sales will trust, and hire or contract the writers and designers who produce the work. Six months in, the founders should be able to see which campaigns created trials, not just traffic.
What you'll do
- Set the quarterly channel plan and the spend you will not make
- Own trial and demo attribution end to end, including the definitions sales agrees to
- Brief and review campaign creative so it speaks to operators leaving spreadsheets or an oversized ERP
- Hire or contract the specialists you need, and review their work against pipeline, not vanity metrics
What we're looking for
- Several years leading demand or growth for a B2B product with a real sales cycle
- You have killed a channel that looked busy and did not create pipeline
Nice to have
- Inventory, wholesale, or operations software
- Hands-on work in a CRM and a product-analytics tool