HG Insights

Senior Lifecycle and PLG Marketing Manager

HG Insights

full-time

Posted on:

Location Type: Remote

Location: United States

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Job Level

Senior

About the role

  • Own lifecycle strategy for prospects and pre-customer audiences, including early-stage and marketing-engaged leads, marketing-qualified leads (MQLs), and sales-accepted leads and early-stage opportunities (SALs / SQOs)
  • Design and evolve lifecycle journeys that support lead education and value articulation, pipeline acceleration and velocity, opportunity progression and sales readiness
  • Ensure lifecycle programs are aligned to revenue targets, ICP priorities, and sales motion requirements
  • Own and execute PLG campaigns focused on pre-customer audiences, such as trial, freemium, or evaluation experiences, product tours, demos, or data previews, and usage- or intent-triggered engagement programs
  • Partner with Product Marketing to translate product value and insights into scalable PLG messaging and design campaigns that drive activation, engagement, and sales qualification
  • Leverage product signals and intent data to identify high-intent prospects and trigger sales-assisted follow-up at the right moment
  • Continuously optimize PLG journeys to improve activation, qualification, and pipeline conversion
  • Build and manage multi-touch, behavior-based lifecycle campaigns across email, in-product, and sales-assisted channels
  • Support product launches, new data offerings, and content initiatives with targeted prospect and PLG nurture
  • Partner with Product Marketing to ensure consistent, persona-driven messaging across lifecycle and PLG campaigns
  • Test and optimize messaging, cadence, sequencing, and CTAs to improve engagement and conversion
  • Develop advanced segmentation using firmographics, technographics, intent signals, buyer roles and personas, funnel stage, engagement, and product behavior
  • Leverage HG Insights’ proprietary data to personalize lifecycle and PLG messaging at scale
  • Partner with Marketing Ops and RevOps to ensure accurate data flow and routing, scoring models aligned to lifecycle and PLG signals, scalable automation and clean reporting
  • Drive measurable improvements in MEL/MQL to SQO conversion, lead-to-opportunity conversion, pipeline quality, velocity, and sales readiness
  • Identify friction points across the pre-customer funnel and PLG journeys and implement optimizations
  • Maintain strong alignment with Sales on handoffs and SLAs, follow-up timing and messaging, and feedback loops on lead and opportunity quality
  • Own performance measurement for lifecycle and PLG programs, including engagement and conversion rates by stage, pipeline influence and contribution, performance by segment, campaign, and PLG motion
  • Build dashboards and insights in partnership with Marketing Ops
  • Document learnings, share insights, and continuously optimize programs.

Requirements

  • 5-7 years of experience in B2B lifecycle, PLG, demand generation, or marketing automation
  • Proven experience driving pipeline-focused lifecycle and/or PLG programs
  • Strong understanding of B2B buyer journeys and longer sales cycles
  • Hands-on experience with marketing automation platforms (e.g., HubSpot, Marketo, Pardot) and demonstrable AI tools usage for analytics, nurturing, and engagement optimization.
  • Data-driven mindset with strong analytical and optimization skills
  • Experience in B2B SaaS, data, or insights-driven companies
  • Comfort in building Salesforce and RevOps workflows
  • Experience supporting PLG motions, trials, or product-driven qualification
  • Experience with ABM or account-based lifecycle programs
  • Solid communication, project management, and collaboration skills; working cross-functionally with Product, Sales, and Product Marketing.
Benefits
  • Enjoy a holistic compensation package that rewards performance and potential, encompassing competitive salary, incentives (bonus and equity), comprehensive benefits, and career development.
  • Direct impact on pipeline creation and acceleration
  • Opportunity to help shape HG Insights’ PLG and hybrid GTM motion
  • High-visibility role within Growth Marketing with room to scale impact
  • A “Plan, Do, Check, Act” environment that embraces remote work while empowering ingenuity, collaboration, ownership, and achievement.
Applicant Tracking System Keywords

Tip: use these terms in your resume and cover letter to boost ATS matches.

Hard Skills & Tools
B2B lifecyclePLGdemand generationmarketing automationpipeline-focused lifecycle programsmarketing automation platformsSalesforce workflowsABMdata-driven mindsetadvanced segmentation
Soft Skills
analytical skillsoptimization skillscommunication skillsproject managementcollaboration skills