Manager, Demand Generation

BS&A Software; Lansing (MI); Remote; USD 100,000 - 145,000; Full time

Job summary

BS&A Software, a Bath, Michigan-based company serving local government, seeks a Manager, Demand Generation to build a data-driven demand engine for new-logo pipelines. You will lead ABM campaigns, manage paid media, email nurtures, webinars, and optimize the website to maximize qualified opportunities.

The role is remote across the United States and reports to the SVP, Marketing. Candidates should be hands-on with HubSpot and Salesforce, comfortable with attribution, and experienced in running

Qualifications

• Five or more years in B2B demand generation with long sales cycles and multiple stakeholders.
• Hands-on in HubSpot; build campaigns, emails, and landing pages yourself.
• Able to articulate pipeline performance; can discuss misses and hits.
• Comfortable in Salesforce; articulate attribution without overemphasis.
• Managed paid budgets and learned from spend that didn’t work.

Responsibilities

• Own the new-logo pipeline target and forecast for defined markets.
• Design and run ABM campaigns against named accounts across channels.
• Develop and manage paid media, email nurture, and webinars; drive lifecycle programs.
• Own the company website as a conversion asset: landing pages, forms, routing.
• Collaborate with Business Development and Sales on targeting and handoffs; define qualification.

Skills

Demand generation

Email marketing

Campaign design

Cross-functional collaboration

Analytical thinking

ABM

Tools

HubSpot

Salesforce

HTML/CSS basics

Job description

About BS&A Software

BS&A Software builds the software that keeps local government running. Founded in 1987 and based in Bath, Michigan, we provide SaaS-based enterprise solutions for financial management, utility billing, payments, human resources, licensing and permitting, assessing, and property tax. More than 3,500 municipalities count on us, and we’ve been named to Government Technology’s GovTech 100 list two years running.

Description

Manager, Demand Generation

BS&A Software

• Marketing
• Remote (United States)
• Reports to SVP, Marketing

About BS&A Software

BS&A Software builds the software that keeps local government running. Founded in 1987 and based in Bath, Michigan, we provide SaaS-based enterprise solutions for financial management, utility billing, payments, human resources, licensing and permitting, assessing, and property tax. More than 3,500 municipalities count on us, and we’ve been named to Government Technology’s GovTech 100 list two years running.

We’re growing into new states and new communities, and marketing is where a lot of that push starts.

The opportunity

There’s a real base to work from here. Inbound demand is healthy, our presence at municipal conferences around the country is genuinely strong, and we have decades of goodwill with the customers we serve. What we’re building now is a demand engine that turns all of that into new-logo pipeline on purpose rather than by happy accident - in the states we already serve and the ones we’re moving into next.

That’s your job. The pipeline number is yours, and so is most of the machinery behind it: campaigns, paid, email, webinars, and the website. We’re a small team by design, and this is a hands-on role.

One thing that makes this unusual: our market is finite and knowable. Every city, township, village, county, and special district in a target state is a named entity with a published budget, a fiscal calendar, and officials you can look up by name. You’re not guessing at an ideal customer profile. You’re deciding which accounts from a known set to go after and in what order, which makes account-based marketing the natural way to work here rather than a box to check.

What You’ll Do

Own the number

• Carry the new-logo pipeline target and forecast against it
• Track and report new-state pipeline separately from established territory, so early progress in new markets doesn’t get buried
• Know your cost per opportunity by channel well enough to move money away from what isn’t working

Build and run the programs

• Design and run account-based campaigns against our named account universe
• Manage paid media across search, programmatic, trade publications, and association channels
• Build email nurture and lifecycle programs suited to buying cycles that run long and involve a committee
• Run a thought leadership and demo webinar series for both prospects and existing customers - promotion, registration, follow-up, and the pipeline that comes out the other side
• Drive expansion campaigns into our existing customer base for cross-module adoption

Own the website as a conversion asset

• Search visibility, landing pages, forms, and lead routing
• Work with Creative on page design and with Marketing Operations on what happens to a lead after it converts

Work the seams

• Partner with Business Development on target accounts, campaign timing, and what happens to a lead after handoff
• Work with Field & Market Development on campaigns supporting entry into new states
• Help define, with Sales, what actually counts as a qualified opportunity

Requirements

What we’re looking for

Required

• Five or more years in B2B demand generation, with time spent on a considered sale - long cycles, several stakeholders, a real evaluation process
• Genuinely hands-on in HubSpot. You build campaigns, emails, and landing pages yourself and can talk about how you’ve set them up
• You’ve carried a pipeline number and can explain a quarter you missed as clearly as one you hit
• Comfortable in Salesforce, and opinionated about attribution without being precious about it
• You’ve managed paid budgets and can show what you learned from spend that didn’t work

Preferred

• Experience marketing to public sector, government, education, healthcare, utilities, or another regulated buyer
• Account-based marketing against a finite, named account list
• You’ve owned a webinar program end to end
• Hands-on use of AI-enabled tools for campaign production, content variants, and personalization at scale, with a sense of where automation helps and where it reads as canned
• Enough HTML and CSS to fix an email template without waiting on anyone
• You’ve worked closely with an SDR or BDR team on shared targeting

What Success Looks Like In Year One

• You hit the pipeline target, and the number holds up when someone digs into it
• Account-based programs running across our established states and the first few target states
• The webinar series on a steady cadence, with pipeline attached to it
• A website conversion baseline established and then measurably improved
• Cost per opportunity known by channel, with at least one thing defunded and the money moved somewhere better

Who You’ll Work With

You’ll report to the SVP, Marketing on a team of six. Day to day that means Creative & Brand for design and templates, Marketing Operations for data, platform, and reporting, Business Development for outbound alignment, and Field & Market Development on new-state strategy. We also use agencies and contractors for media buying and production, so part of the job is knowing what to keep in-house and what to hand off.

Location and travel

Remote within the United States. Occasional travel for team meetings, our annual ENGAGE customer conference, and a handful of industry events.

Why this one is worth a look

Plenty of demand gen jobs hand you an existing program and ask for ten percent more out of it. This one has more room than that. The market is knowable, the company has a reputation worth trading on, and the team is being built around this seat rather than the other way around. If you like owning a number and actually building the thing that produces it, there’s a lot to work with here.