Payscale

Demand Generation Manager

Payscale

full-time

Posted on:

Location Type: Remote

Location: United States

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Salary

💰 $95,120 - $142,680 per year

About the role

  • Develop a campaign strategy specifically aimed at driving expansion, cross-sell, and upsell revenue within existing accounts.
  • Identify high-value customer segments and behavioral triggers that signal readiness for growth opportunities (e.g., product usage trends, milestone achievements, intent signals).
  • Build playbooks that articulate the right message, moment, and motivation for expansion campaigns.
  • Integrate product roadmap and new feature releases into expansion-focused messaging.
  • Partner with Sales leadership to understand target accounts and collaborate with RevOps on account routing, list targeting criteria, and outbound plays executed through sales engagement tools like Outreach.
  • Create and execute multi-channel campaigns—email, in-app messaging, webinars, nurture tracks, customer events, paid retargeting, and community engagement—tailored to expansion goals.
  • Craft high-impact messaging that clearly communicates the value of additional products, add-ons, higher tiers, or expanded usage.
  • Collaborate with Creative, Product Marketing, and Content to develop assets that showcase ROI, feature benefits, use cases, and customer success stories relevant to expansion paths.
  • Partner with Sales and Account Managers to ensure campaigns complement human-led outreach and follow-ups.
  • Work with Email Specialist to guide copy and sequence strategy for customer upsell programs and CDR/AM outreach.
  • Develop webinar strategies for customer upsell programs, partnering with the Webinar Channel Owner to execute campaign needs.
  • Work closely with Account Management to understand account health, adoption rates, and time-to-value drivers that influence expansion potential.
  • Coordinate with Sales and Account Managers to hand off qualified expansion leads, campaign-driven signals, and high-intent activity.
  • Provide teams with ready-to-use messaging kits, expansion talking points, and persona-specific value propositions.
  • Monitor engagement, pipeline creation, and expansion revenue influenced by campaigns.
  • Track and report on conversion rates across the upsell funnel—from awareness to interest to expansion.
  • Assess which messages, segments, or channels produce the highest expansion lift and adjust strategy accordingly.
  • Work with Marketing Operations to build dashboards and ensure accurate tracking of campaign-sourced growth.

Requirements

  • 3–6 years of experience in customer marketing, lifecycle marketing, demand generation, or revenue-generating customer programs.
  • Strong understanding of customer segmentation, buying triggers, and lifecycle behaviors tied to upsell and cross-sell success.
  • Demonstrated ability to craft persuasive, value-driven messaging for existing customers.
  • Experience partnering with Sales, Account Management, and Customer Success in a revenue-centric environment.
  • Analytical mindset with the ability to interpret behavioral signals and campaign data to identify expansion opportunities.
  • Experience executing multi-channel campaigns and working with Marketing Operations on workflow setup and measurement.
  • Strong project management skills and comfort navigating multiple stakeholders and competing priorities.
Benefits
  • Flexible paid time off, giving you the opportunity to rest, relax and recharge away from work
  • 14 Paid Company Holidays, includes 2 floating holidays (you choose!)
  • A comprehensive benefits plan including medical, dental, life, vision, disability, and life insurance covered up to 100% by Payscale
  • Unlimited infertility coverage benefits through our medical plans
  • Additional supplemental health benefits offered to you and your family
  • 401(k) retirement program with a fully vested immediate company match
  • 16 weeks of paid parental leave for birthing and non-birthing parents
  • Health Savings Account (HSA) options and company contributions each pay period
  • Flexible Spending Account (FSA) options for pre-tax employee allocations
  • Annual remote work stipend to be used on wellness or home office equipment
Applicant Tracking System Keywords

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

Hard Skills & Tools
customer marketinglifecycle marketingdemand generationcampaign strategycustomer segmentationmulti-channel campaignsanalytical skillsproject managementupsell programssales engagement tools
Soft Skills
persuasive messagingcollaborationcommunicationstrategic thinkingadaptabilitystakeholder managementanalytical mindsetprioritizationcreativityproblem-solving