Founding Demand Generation Lead

About the role

Clasp is on the lookout for a dynamic individual to spearhead the creation and management of our demand generation initiatives from the ground up. This position is in crafting the strategy, executing various tactics, and evaluating the success of our demand creation efforts. Your contributions will be vital in determining how we engage with and convert prospective customers into loyal clients.

Key facts

What you'll do

• Develop and implement a demand generation strategy that includes paid advertising, organic outreach, account-based marketing, and partnership initiatives, focusing on guiding prospects from initial awareness to scheduled meetings.
• Create and oversee systems for monitoring essential performance metrics such as Marketing Accepted Leads (MAL), Marketing Qualified Leads (MQL), Sales Qualified Leads (SQL), and Customer Acquisition Cost (CAC) using HubSpot, providing regular reports with actionable insights.
• Build and enhance the campaign tracking framework to ensure accurate, attributable data for all marketing efforts, transparently reporting on lead volume and conversion rates in relation to established targets.
• Lead the creation of thought leadership materials, including white papers, reports, blog content, videos, and webinars, while identifying and fostering strategic content partnerships.
• Analyze and determine the most effective channels for engaging our target audience, including LinkedIn (both organic and paid), Google search, AI-driven platforms, channel partnerships, and paid webinars, taking ownership of the strategy for each.
• Collaborate with the Website Marketing Manager to improve Clasp's B2B online presence, with a focus on driving traffic and enhancing conversion rates.
• Actively seek and evaluate new campaign and content ideas from various departments, prioritizing data-driven experimentation to identify and scale successful initiatives.
• Establish a feedback mechanism with the sales team regarding lead quality and work closely to ensure alignment between marketing and sales efforts.

Requirements

• A minimum of 5 years of experience in B2B demand generation, including at least 2 years dedicated to building a demand generation engine from the ground up in a startup that has achieved Series B funding or earlier.
• Proven ability to operate as the primary marketing contributor within a lean team, with the potential to guide future team members as the function expands.
• Experience in independently defining funnel stages and metrics, rather than relying on existing frameworks.
• A successful history of meeting lead volume targets, with the ability to clearly communicate attainment numbers, targets, and the specific factors that influenced any shortfalls.
• Hands-on experience in configuring lead scoring, attribution, and campaign tracking within HubSpot, with the capability to explain the implementation process clearly.
• A track record of independently establishing channel and content strategies, making informed decisions on resource allocation, and measuring the impact of those decisions.

Nice to have

• Experience in marketing to enterprise-level buyers in the healthcare or HR sectors, such as Chief Human Resources Officers (CHROs) or Vice Presidents of Talent Acquisition (VPs of TA), or to related enterprise or clinical audiences.
• Familiarity with advanced marketing analytics and reporting tools.
• Previous involvement in cross-functional team collaborations that drive marketing success.

Skills & tools

• Proficiency in HubSpot for marketing automation and CRM management.
• Expertise in utilizing LinkedIn for both organic engagement and paid advertising campaigns.
• Strong understanding of Google Search and its application in demand generation.
• Familiarity with AI-driven marketing tools to enhance campaign effectiveness.

Practical notes

• Some travel may be required, estimated at less than 20%.
• Benefits include comprehensive health, dental, and vision insurance, a 401k retirement plan, and commuter benefits.
• A flexible paid time off (PTO) policy is available to support work-life balance.

About the company

Clasp is a venture-backed, mission-driven startup transforming access to education and career pathways. We are revolutionizing the way employers attract and retain critical talent, while simultaneously tackling the student debt crisis. (Yep, we think BIG.