PLG Marketer (Self-Serve Growth)

12Build

Nijverdal

Hybrid

EUR 45,000 - 57,000

Full time

14 days+

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Benefits offered by this job

Home working allowance

Hybrid work model

Lease a Bike scheme

Hardware chosen by you

Free lunch

Job summary

12Build is a construction procurement platform enabling contractors, subcontractors and suppliers across NL, Belgium, Germany and Denmark. You will own the self-serve journey from free user to paid, shaping activation moments and lifecycle paths to drive revenue growth.

You’ll segment users, define activation signals, run experiments and collaborate with Product, Sales and Customer Success to scale self-serve revenue and renewals. A hybrid work model and data-driven culture are offered.

Qualifications

3+ years in lifecycle, growth or product marketing in a B2B SaaS environment.
Hands-on product-led growth experience in a B2B SaaS environment.
Proven experience with user segmentation, cohort analysis and activation or free-to-paid optimisation.
Strong analytical skills: you work with product and funnel data and draw sharp conclusions.
Hands-on experience with A/B testing and conversion optimisation.

Responsibilities

Build and own our user segmentation: cohorts, behaviour, and approach per cohort.
Design and run lifecycle, nurture and in-app journeys to drive activation and paid conversion.
Collaborate with Product on onboarding, feature gates and pricing presentation in-product.
Personalise messaging at scale, using AI where helpful.
Drive in-app adoption of new releases with Product Marketing.
Grow paying accounts without a sales call and manage upgrades to higher licences.
Hand accounts over to Customer Success at renewal for upsell.
Define PQLs and hand-off rules between Self-serve, Sales and Customer Success.

Skills

Lifecycle marketing

Product-led growth

User segmentation

Cohort analysis

Activation

A/B testing

Conversion optimization

HubSpot

Dutch language

English language

Tools

HubSpot

Userpilot

Amplitude

LaunchDarkly

Tableau

Segment

BigQuery

Job description

Thousands of subcontractors already use 12Build for free. Your job: turn them into paying customers, and grow those accounts without a sales call.

Do you dig into user data to find out why one cohort converts and another doesn't? Do you think in segments, experiments and activation moments? And do you want to own one of the biggest revenue streams in a SaaS scale‑up? Then we want to meet you.

The role

12Build is a construction procurement platform connecting general contractors, subcontractors and suppliers across the Netherlands, Belgium, Germany and Denmark. Most subcontractors join 12Build for free when a general contractor invites them to tender. That free pool grows through our network, not through ad spend.

You own the self‑serve journey of those subcontractors: from free user to paying customer, through to their first renewal. You split users into meaningful cohorts and find what each group needs to reach its 'aha' moment. Then you build the in‑app, email and lifecycle journeys that get them there.

You test continuously, measure everything and turn what works into a repeatable process. You sit in our Growth team and work closely with Product, Product Marketing, Sales and Customer Success.

What you'll do

Segmentation & cohort strategy

Build and own our user segmentation: which cohorts exist, how they behave and how we approach each one.
Use product and funnel data to find activation moments, drop‑off points and upgrade signals.

Activation & free‑to‑paid conversion

Design and run lifecycle, nurture and in‑app journeys that drive activation and conversion to paid.
Work with Product on onboarding, feature gates and how pricing is presented in the product.
Personalise messaging at scale, using AI where it helps.
Drive in‑app adoption of new releases, together with Product Marketing.

Self‑serve expansion

Grow paying accounts without a sales call: more users per company and upgrades to higher licences.
Hand accounts over to Customer Success at the right moment for renewal and further upsell.

Product-qualified leads

Define product-qualified leads (PQLs) and the hand‑off rules: when an account stays self‑serve, when it goes to Sales, and when it moves to Customer Success after the first payment.
Keep those rules working in HubSpot, together with Sales and Customer Success.

Experimentation & CRO

Own the experiment backlog: hypotheses, test design, statistics and documented learnings.
Optimise conversion paths across sign‑up flow, landing pages, onboarding and upgrade flows.

Analysis & reporting

Analyse cohort performance and turn insights into concrete actions.
Report on activation, conversion, expansion and self‑serve revenue, and make the impact of your work visible.

What tools we use

HubSpot: lifecycle and nurture journeys, segmentation, email, lead routing
Userpilot: in‑app onboarding and activation flows
Amplitude: funnels, cohorts, activation and conversion tracking
LaunchDarkly: in‑product A/B testing
Tableau: reporting on conversion, licences and revenue
Segment & BigQuery: cohort data and SQL analysis

What success looks like in your first year

A documented segmentation model with a clear approach per cohort.
Lifecycle and in‑app journeys live for the most important cohorts, with measurable uplift in activation.
PQL definition and hand‑off rules agreed with Sales and Customer Success, and in daily use.
A running experimentation programme with a steady test cadence and shared learnings.
More subcontractors upgrading to paid every month, and more users per paying account.

Who is 12Build?

With a healthy dose of Drive, Openness and Happiness, we are building a transparent construction sector. We are not only a SaaS platform that connects construction companies and promotes collaboration, we are also the market leader in the Netherlands. We have been around for almost twenty years and we are still growing. Our team now consists of more than 90 colleagues, working together from two offices and various home offices throughout Europe. A large part of the construction world in the Benelux, Germany and Denmark already works on our platform and uses our software every day. And we have the ambition to conquer the whole of Europe!

Sven’s tip for new 12Builders:

“Finding your own style and using it to inspire your colleagues is strongly encouraged!”

Must-haves

3+ years in lifecycle, growth or product marketing in a B2B SaaS environment.
Hands‑on product‑led growth experience in a B2B SaaS environment.
Proven experience with user segmentation, cohort analysis and activation or free‑to‑paid optimisation.
Strong analytical skills: you work comfortably with product and funnel data and draw sharp conclusions.
Hands‑on experience with A/B testing and conversion optimisation.
Experience with marketing automation, preferably HubSpot.
Fluent in Dutch (native or near‑native) and good English.

Nice‑to‑have

Experience with product analytics tools (Amplitude or similar) and SQL.
Experience using AI for personalisation at scale.
Experience with in‑app messaging and onboarding tools (Userpilot or similar).
Experience with sales‑assist or PQL routing in a hybrid self‑serve and sales model.
Affinity with construction or industrial B2B.

What do we offer you?

A starting salary between €4,000 and €5,150 gross per month (full‑time, excl. 8% holiday allowance), depending on experience.
30 vacation days per year.
A 'Lease a Bike' scheme with a €10 monthly employer contribution.
You choose your own hardware. Windows, Mac, Linux: anything is possible.
The option to work both at home and at the office, with a home working allowance for the days you work from home.
If you work at the office, you can leave your lunch box at home: we provide a free lunch every day.
Working in an organisation where culture really is number one.
Regular fun outings, team days, speakers and workshops.
No towering hierarchical layers. Just a flat organisation with short lines of communication, which makes things easy.