Demand Generation & ABM Manager

Talentful; Greater London; Hybrid; GBP 65,000 - 90,000; Full time

Benefits offered by this job

Learning & development

Flexible working

Healthcare options

Wellness allowance

Job summary

Talentful is hiring a Demand Generation & ABM Lead to drive pipeline across inbound, paid, and target accounts. You will build and run the ABM motion with the Sales team, turning content and events into measurable pipeline while guiding the integrated marketing calendar.

The role requires 5+ years in B2B demand generation, hands-on ABM ownership, and a data-led approach. You will collaborate with teams across Content, Events, and Social & Paid Leads, leveraging HubSpot for MQL-to-SQL handoff and

Qualifications

• 5+ years in B2B demand generation in a sales-led environment.
• Hands-on ABM ownership: built target account lists and tiered plays with measurable impact on pipeline/win rates.
• Data-led approach: build funnel and pipeline reporting to inform scaling decisions.
• Experimentation mindset: test and iterate campaigns and conversion, using small sample sizes.
• AI literacy: use AI tools for research, personalization, content or analysis.

Responsibilities

• Lead pipeline generation across inbound, paid and ABM with targets set with leadership.
• Design and run an integrated campaign calendar aligning across content, events, social and paid.
• Brief content, events, and social/paid teams; translate campaigns into measurable results.
• Build and maintain target account lists with Sales; tailor ABM plays by tier.
• Measure, report and drive decisions on campaign and account performance.
• Run structured experiments to improve conversion at funnel stages and use AI tools to scale insights.

Skills

Demand generation

ABM ownership

Data-driven

Experimentation

AI literacy

HubSpot skills

Paid strategy

Influencing without authority

Tools

HubSpot

LinkedIn Ads

Job description

Talentful is shaping the future of how high-growth companies build world-class teams. We partner with some of the fastest-scaling technology businesses to turn talent into a durable competitive advantage and help them win in the market by attracting, engaging, and retaining the top talent who accelerate growth.

Founded in 2015, Talentful brings together seasoned talent leaders who embed seamlessly alongside in-house teams. Through a flexible, subscription-based model, we provide the strategic horsepower and operational execution needed to scale with precision—from executive hiring and workforce planning to improving talent processes, employer brand activation, and building inclusive, high-performing organizations.

Our focus is not simply filling roles, but enabling talent functions to deliver measurable business outcomes. We’ve helped global innovators scale efficiently and thoughtfully, including Alphabet, Microsoft, Pinterest, Atlassian, Expedia, Instacart, Miro, and many more.

With a global team across Europe and the US, we’re united by a single mission: to help every company we work with grow to its highest potential. As we continue building the world’s leading talent consultancy, we’re looking for people who want to help redefine what “recruitment” can be by transforming it into a true driver of business value and long-term competitive advantage.

The role

We're hiring a Demand Generation & ABM Lead to lead the delivery of pipeline generation across inbound, paid and our target accounts. You'll turn the work of our Content, Events and Social & Paid Leads into measurable pipeline, and you'll build and run our account-based marketing motion with the Sales team.

What You'll Do

Drive pipeline generation

• Drive delivery against marketing-sourced and marketing-influenced pipeline targets set with the VP Global Marketing, and build the plan to hit them.
• Build the integrated campaign calendar across content, events, social and paid, so every channel pulls towards the same pipeline goals.
• Brief the Content, Events and Social & Paid Leads on what each campaign and account tier needs. They own the craft; you drive the results.
• Run nurture, lead scoring and the MQL-to-SQL handover with Sales in HubSpot.

Lead account-based marketing

• Build and maintain our target account list with Sales and leadership, tiered by fit and value.
• Design and run ABM plays by tier: deep, personalised programmes for top-tier accounts and lighter, programmatic plays for the wider list.
• Use engagement and intent signals to spot accounts warming up, and get Sales acting on them quickly.
• Map buying groups around TA leaders and tailor messaging to each stakeholder.

Partner on paid

• Partner with the Social & Paid Lead to set paid strategy, objectives and targeting for inbound and ABM campaigns.
• Own ABM audience and account targeting; the Social & Paid Lead owns channel execution, creative and optimisation.
• Use pipeline data to recommend where paid budget should shift.

Measure and report

• Own pipeline reporting and attribution in HubSpot, giving one source of truth for marketing's contribution.
• Report on campaign and account performance to marketing and leadership, and use the data to decide what to scale or stop.

Test and improve

• Run structured experiments on messaging, landing pages and booking flows, using approaches that work with hypergrowth and enterprise audiences.
• Analyse and improve conversion at each funnel stage, from first touch to booked meeting to opportunity.
• Use AI tools to scale account research, personalisation, content repurposing and analysis, and help the wider team adopt what works.

How You'll Work With The Team

The VP Global Marketing owns pipeline targets and strategy. You drive their delivery and own the ABM programme. The specialist leads own their channels and craft, and you bring everything together around shared targets.

What You'll Bring

• Around 5+ years in B2B demand generation, in a sales-led business with long cycles and buying committees.
• Hands-on ABM ownership: you've built a target account list, run tiered plays and can show what it did for pipeline or win rates.
• A data-led approach: you build funnel and pipeline reporting, spot what's working and use evidence to decide what to scale or stop.
• An experimentation mindset: you test and iterate on campaigns and conversion, and know how to learn from small sample sizes.
• AI literacy: you already use AI tools in your day-to-day work for research, personalisation, content or analysis, and can show the results.
• Strong HubSpot skills across campaigns, workflows, lead scoring and reporting.
• Paid strategy literacy: you can brief, challenge and interpret paid performance, especially on LinkedIn, without needing to run it day-to-day.
• A track record of influencing without authority, getting specialist peers and sales teams behind one plan.

Nice to have

• Conversion rate optimisation experience across landing pages, forms and booking flows.
• Experience in B2B services, an agency or enterprise sales-led SaaS.
• Experience marketing to HR, Talent Acquisition or other senior functional leaders.
• Client marketing or account expansion experience with existing customers.
• Experience with intent or ABM tools, or running effective ABM without much tooling.

Our Global Benefits

• Learning & development Accelerating your personal and professional growth.
• Flexible working Hybrid or Remote work to suit your lifestyle - we trust our people.
• Healthcare options From employer contributions to health insurance.
• Wellness allowance contributions Improve either your physical, financial, or mental health with our monthly stipend.
• Global co-working Deskpass memberships for everyone in our team to work globally on-demand.
• Enhanced parental leave 14 weeks paid maternity & 3 weeks paid paternity after 1 year service.
• Retirement plan Matched pension contributions or 401(k) plan to start saving.

At Talentful, we recognize our people are our strongest asset, and the diverse skills they bring to our international workforce are the driving force of our success. As an Equal Opportunity Employer, we do not discriminate on the basis of any protected attribute, including race, color, religion, national origin, gender, sexual orientation, gender identity, gender expression, age, marital or veteran status, pregnancy or disability, or any other basis protected under applicable law. We also consider qualified applicants with criminal histories, consistent with applicable federal, state and local law.