Demand Generation Manager B2B Cybersecurity

Experience: 5+ years

Location: [Bangalore / Hybrid]

Function: Marketing

Role Overview

We are looking for a hands-on Demand Generation Manager to build and execute integrated B2B marketing programs that generate qualified pipeline and accelerate revenue growth.

The role will own demand generation across campaigns, ABM, paid media, webinars, third-party programs, intent-led outreach and nurture. You will work closely with Sales, Product Marketing, SDRs and Revenue Operations to translate GTM priorities into measurable demand programs across target accounts, industries and geographies.

The ideal candidate combines strong B2B demand generation fundamentals, campaign execution expertise and a commercial mindset, with experience in cybersecurity, enterprise technology, SaaS or other complex B2B categories preferred.

Key Responsibilities

Demand Strategy & Pipeline

• Translate revenue, pipeline and GTM priorities into actionable demand generation plans.
• Build demand programs around defined ICPs, buyer personas, priority solutions, industries and geographies.
• Own marketing-generated and marketing-influenced pipeline targets across campaigns.
• Develop campaign forecasts, funnel targets, conversion benchmarks and pipeline coverage metrics.
• Identify new audience, segment and channel opportunities to improve demand creation.
  

Integrated Campaigns

• Plan and execute integrated campaigns across email, paid media, social, webinars, content, events, retargeting and third-party channels.
• Build campaigns from the buyer and segment backwards: who we are targeting, why now, what problem we are solving, what message will resonate and what action we want them to take.
• Manage campaign calendars, briefs, timelines, audience segmentation and cross-functional execution.
• Build always-on nurture programs as well as solution, industry, event and moment-based campaigns.
• Continuously test messaging, audiences, creatives, offers and channels to improve campaign performance.
  

Account-Based Marketing

• Partner closely with Sales to identify, tier and prioritise strategic accounts.
• Build 1:1, 1 and scaled 1 ABM programs based on account potential and sales priorities.
• Map buying groups and develop campaigns for different stakeholders across the decision-making journey.
• Develop industry-specific ABM plays, particularly for sectors such as BFSI, payments and other regulated industries.
• Create repeatable ABM playbooks that can be scaled across accounts and regions.
  

Webinars, Events & Nurture

• Build webinar and virtual-event programs that support thought leadership while generating qualified demand.
• Develop pre-event, during-event and post-event nurture journeys to maximise pipeline impact.
• Partner with field marketing on event activation, target-account engagement and post-event conversion.
• Create nurture journeys for prospects at different stages of awareness and buying readiness.
  

Sales Alignment

• Work closely with Sales, SDRs and Product Marketing to ensure campaigns align with active sales priorities.
• Support account and territory strategies with campaign, engagement and intent insights.
• Develop coordinated marketing and SDR outreach motions for priority campaigns and accounts.
• Partner with Sales Enablement on campaign messaging, outreach sequences and supporting assets.
• Establish clear processes for lead follow-up, qualification and feedback.
  

What We're Looking For

• 5+ years of experience in B2B demand generation, growth marketing, digital marketing or integrated campaigns.
• Experience marketing enterprise technology, cybersecurity, SaaS, BFSI or other complex B2B solutions; cybersecurity experience is strongly preferred.
• Demonstrated experience generating and influencing pipeline through integrated marketing programs.
• Strong understanding of ABM, buyer journeys, demand funnels and enterprise buying groups.
• Hands-on experience running paid media, email nurture, webinars, content syndication and digital campaigns.
• Familiarity with marketing automation, CRM, analytics and intent platforms such as HubSpot/Marketo, Salesforce, GA4, ZoomInfo, 6sense, Demandbase or equivalent platforms.