About This Role
Driving demand generation for NTWIST, an Industrial AI / B2B SaaS company, is the core of this role. The Demand Generation Manager will build and run a scalable MQL and pipeline engine, focusing on turning marketing budget into high-quality MQLs and sales pipeline to exceed revenue targets. This position involves owning strategy and execution across various channels, including paid media, LinkedIn, search, email, events, partner marketing, and ABM for ICPs in industrial, mining, metals, manufacturing, and energy sectors. It is ideal for a B2B SaaS / Growth Marketing / Revenue Marketing professional who enjoys experimentation, funnel analysis, and close alignment with Sales.
Responsibilities
- Own NTWIST’s global demand generation strategy for 2025–2026, with a clear focus on MQL and pipeline targets by segment and region
- Build and maintain a funnel model (lead → MQL → SQL → Opportunity → Closed-Won) with explicit conversion benchmarks and volume targets
- Develop quarterly and annual demand gen plans aligned with Sales capacity and the ideal customer profile (ICP) in mining, metals, manufacturing, and energy
- Plan, launch, and optimize integrated campaigns across paid search (Google Ads / Bing), paid social & LinkedIn Ads (content + precision targeting), industry events & conferences (e.g., CIM, PDAC, SME, mining & manufacturing forums), webinars, digital events, and content launches
- Build always-on programs for the core ICP (remarketing, account-based sequences, nurture programs, website conversion optimization)
- Work closely with Product Marketing and Content to develop compelling offers: whitepapers, case studies, ROI calculators, landing pages, webinars, and email sequences
- Design and maintain dashboards in HubSpot / Salesforce (or equivalent) for weekly and monthly performance reviews by channel, campaign, geography, and segment
- Implement and maintain attribution, UTMs, lead scoring, and lead lifecycle stages to ensure accurate reporting and forecastability
- Continuously experiment and A/B test across ads, landing pages, forms, offers, and email sequences to drive incremental gains
- Partner with Sales and SDR/BDR teams to define and refine MQL and SQL criteria for the industrial ICP
- Build strong feedback loops with Sales on lead quality, conversion, objections, and campaign performance
- Create enablement assets (talk tracks, outreach cadences, prospecting one-pagers and sequences) that help Sales and SDRs convert MQLs to opportunities
- Own event strategy (which conferences to sponsor, speak at, or attend) with a clear focus on 10x+ ROI in pipeline and MQLs
- Coordinate with partners (OEMs, consulting partners, technology alliances) on joint campaigns and co-marketing
Requirements
- 4–8+ years in B2B demand generation / growth marketing / revenue marketing, ideally in SaaS, industrial
About the Company
NTWIST is an Industrial AI / B2B SaaS company that helps mining, metals, manufacturing, and energy customers optimize throughput, recovery, energy, emissions, and production planning. Its products combine advanced analytics, machine learning, and digital twins to deliver measurable ROI on complex industrial operations. The company is profitable, scaling, and investing heavily in data-driven demand generation to fuel its next stage of growth in 2025–2026.
