B2B Marketing Lead

Responsibilities

Own the B2B web experience and conversion infrastructure

• Revamp B2B landing pages & site architecture, including use case pages segmented by team, company size, and industry.
• Build ROI calculator and value proof tools grounded in customer data.
• Optimize conversion paths end-to-end with continuous experiments on copy, layout, social proof, and CTAs.

Drive the case study and proof engine

• Build repeatable case study pipeline: identify high-signal stories, capture problem/workflow/outcome, drive recruitment to approval.
• Create segment-specific proof assets (case studies, quote cards, data points, competitive hooks) for ICPs like startup CTOs, legal ops directors.

Own B2B content strategy and thought leadership

• Develop editorial calendar mapped to buyer journey (awareness, consideration, decision).
• Build content for AI-native search, SEO, LLM citations.
• Create sales enablement content: battle cards, competitive one-pagers, objection guides, pitch decks.

B2B paid and ABM support

• Own creative, audience strategy for LinkedIn ads and paid channels.
• Build marketing motions on PLG signals: custom pages, gifting, events for high-value accounts.
• Set up multi-touch attribution to prove ROI on pipeline and revenue.

Leverage the PQA engine

• Use product usage signals with AE team to prioritize accounts.
• Automate insights from Gong, support, product data.
• Create feedback loops to product and sales.

Requirements

• Experience building B2B marketing function in PLG company transitioning to sales-assisted/enterprise.
• Translate customer insights (qualitative/quantitative) to marketing strategy.
• Full-stack B2B content and conversion: write copy, build infrastructure (Figma/Canva, A/B testing).
• Data fluency with BI tools (e.g., Hex) for dashboards and decisions.
• AI-native operations: use AI for workflows, prompting, pipelines.
• Speed and independence in startup environment.