Demand Generation Manager

Who We Are

Akkadian Labs is a Collaboration Lifecycle Automation Platform that services some of the largest global enterprises and government agencies. Our platform currently reduces manual work by up to 90% and costs by as much as 50%, while improving accuracy and governance across leading Unified Communications platforms.

This ability to innovate at scale defines who we are: big enough to compete at the highest level, yet agile enough to stay ahead of a rapidly evolving market. Our culture is people-first, fully remote, and rooted in grit, clarity, trust and respect, because when our people thrive, so do our customers.

Who You Are

You thrive in complex B2B environments, driving demand through Account-Based Marketing - direct enterprise channels and, through partner ecosystems including authorized resellers, service providers, and integration partners. You understand how to build scalable partner-led programs, co-marketing motions, and joint pipeline engines that create predictable demand.

You bring rigor to how pipeline gets built, working backward from the ARR target to determine how much qualified pipeline needs to be in motion at any given time, and you hold yourself accountable to that math. You dig into account and funnel data regularly, not just to report on it, but to catch where deals are stalling and bring sales clear, specific recommendations on what to do next.

You care as much about clean, standardized data (HubSpot lifecycle stages, attribution, partner association) as you do about the campaigns themselves, because you know unreliable data undermines every decision built on top of it. Equal parts analyst and operator, you turn every dollar of spend into measurable pipeline, revenue, and customer impact.

Core Responsibilities

Marketing & Campaign Management

Build, manage, and continuously refine orchestrated, account-based and partner-based campaign sequencing, integrated end-to-end (email, LinkedIn, partner, events, sales follow-up), that proves out the account-based, partner-led model and establishes a repeatable template for future campaigns.

Lead multi-channel demand generation marketing (SEM, paid social, programmatic, retargeting, affiliates) to drive leads, pipeline, and revenue.

Ensure we are focused on the right accounts, and the right people in them.

Maintain and update ICP inclusion/exclusion criteria; continuously rescore and prioritize Tier 1–3 accounts to concentrate high-touch effort on a manageable, well-defined set.

Maintain and continually update buying committee maps across target accounts (economic, technical, operational, security, procurement, and champion roles), ensuring key contacts across those roles are identified and actively engaged for all Tier 1–2 accounts.

Own the account-level funnel (ICP → Target → Engaged → MQA → SAA → Qualified Opportunity → Pipeline → Closed-Won) as the core measurement framework for demand generation performance.

Continuously analyze account and funnel data to identify where accounts are stalling or losing momentum, and proactively bring findings and recommended next actions to sales to keep opportunities moving.

Activate partners as a primary route to market, not a channel.

Establish partner prioritization criteria based on ICP alignment, account access, and willingness to execute; maintain a ranked view of highest-value partners.

Maintain and continually update the mapping of priority partners to target accounts, determining, account by account, whether activity is Akkadian-led, partner-led, or joint.

Track and report partner-sourced versus partner-influenced pipeline as a standing metric, distinct from general partner activity.

Develop and execute partner-led demand generation programs with authorized resellers and integration partners, including co-marketing campaigns, MDF utilization, webinars, and joint events.

Build scalable partner enablement and activation workflows, including partner-specific messaging, playbooks, landing pages, nurture streams, and analytics dashboards to measure partner pipeline contribution.

Backsolve pipeline from the ARR target and make it measurable.

Standardize HubSpot data structure and attribution, including lifecycle stage, source, persona, tier, and partner association, distinguishing sourced from influenced contribution; collaborate with Sales on UTM hygiene and offline conversion tracking.

Run the weekly, monthly, and quarterly operating cadence that reports progress against the account-level funnel and pipeline targets.

Leadership Responsibilities

Supervise the Marketing Coordinator, setting clear goals and regularly measuring progress against them.

Provide ongoing feedback and coaching and conduct formal performance reviews on Akkadian's standard cadence.

Support the Marketing Coordinator's development by identifying growth opportunities and building toward increased ownership over time.

Supporting Responsibilities

Develop messaging and assets that resonate with our ICP, using generative AI to accelerate ideas while safeguarding brand voice.

Partner with leadership to review and reallocate budget for maximum ROI.

Apply the latest tools to accelerate content, forecasting, segmentation, and spend optimization.

Stay ahead of industry trends and explore AI-powered tools to keep our marketing stack efficient, insightful, and growth-focused.

Optimize the website for SEO, UX, and conversion.

Lead high-impact field and virtual events (e.g., Cisco Live, enterprise UC user groups), ensuring clear playbooks and ROI analysis.

Meet KPIs including CAC, payback, pipeline coverage, lead-to-SQL conversion, and MQL velocity, delivering marketing insights weekly to leadership.

Requirements

• Our Ideal Candidate has the following qualifications: 5+ years in B2B SaaS marketing with significant experience generating pipeline through partner-led go-to-market, including resellers, service providers, or system integrators.
• Demonstrated track record building partner co-marketing programs that produce measurable sourced or influenced revenue.
• Proven success scaling revenue and pipeline with clear KPI ownership.
• Experience building and maintaining ICP and account-tiering frameworks to focus go-to-market effort on the highest-value accounts.
• Experience running ABM, paid search/social, and lifecycle email programs, integrating intent data, predictive scoring, and AI-driven content.
• Familiarity with buying-committee mapping methodologies (e.g., MEDDIC) to identify and engage economic, technical, operational, security, procurement, and champion roles within target accounts.
• HubSpot fluency, including lifecycle stage tracking, attribution, and campaign management.
• Experience partnering directly with sales on funnel-stage and deal-level analysis, not just campaign reporting, to help identify stalled opportunities and recommend next steps.
• Hands-on experience with AI-powered marketing tools including prompt libraries, AI-generated ad tests, predictive scoring, and forecasting.
• Fluency in growth metrics (CAC, LTV, NRR, ACV) and strong modeling skills.
• Strong storyteller and copywriter able to translate technical value into compelling campaigns.
• Certifications welcome: Google Analytics IQ, HubSpot Reporting, HubSpot Inbound/RevOps, 6sense Practitioner, Prompt Engineering.
• Bachelor’s degree appreciated, but proven performance, demand generation expertise, and adaptability matter most.