Demand Generation Lead
About The Position
Fulcrum is looking for our founding Demand Generation hire to build the pipeline engine from the ground up. You'll own top-of-funnel for both mid-market and enterprise segments: outbound campaigns, paid channels, and the programs that feed our AE team a predictable stream of qualified pipeline. This is a 0→1 builder role where you can influence our entire GTM motion. You'll partner tightly with RevOps on lead definitions, handoff, and marketing ops fundamentals, and with Sales on messaging and targeting, to architect how an entire industry hears about AI-powered insurance software.
Requirements
- An extreme level of autonomy and ownership — this is Fulcrum's first marketing hire, so there's no existing playbook, team, or stack to inherit
- Strong analytical rigor; you own funnel metrics and CAC/ROI reporting without hand-holding
- A builder mentality across a wide channel mix (outbound, paid, SEO, content) with the judgment to sequence priorities across channels rather than spreading thin evenly across all of them from day one
- Comfortable as a hands-on IC with no team to delegate to initially
- 7+ years in B2B demand generation, ideally B2B SaaS
- Track record building outbound and paid pipeline-gen programs from zero — not just running an inherited playbook
- Working knowledge of SEM/paid search platforms (Google Ads) and SEO fundamentals (technical + content)
- Experience partnering directly with Sales/RevOps on lead handoff and SLAs
- ABM experience across both MM and ENT segments
- Experience running content-to-lead programs (gating strategy, nurture sequencing, lead scoring tie-in)
- Early experience with AEO/GEO practices, or demonstrated curiosity about AI-driven search — genuinely new territory, so treat as upside not a filter
Nice To Haves
- Insurance, insurtech, or vertical SaaS experience with complex, multi-stakeholder buyers
- Early-stage (Series A/B) experience building a marketing function from scratch
- Familiarity with marketing automation/lead scoring (HubSpot, Marketo, or similar) and Salesforce
Responsibilities
- Build and run outbound demand gen campaigns (email, LinkedIn, ABM) targeting commercial insurance brokerages
- Manage paid channels (LinkedIn Ads, Google Ads/SEM, industry-specific placements) and own CAC and pipeline-contribution metrics
- Own SEO strategy (technical, on-page, content/link) to build compounding organic pipeline — an always-on background investment rather than a quarter-one priority
- Monitor and optimize for AEO (answer engine optimization) — how Fulcrum shows up in ChatGPT, Perplexity, and other AI-driven research tools as buyers increasingly start vendor research there
- Build a gated content program (white papers, guides, benchmark reports) to convert organic and paid traffic into MQLs, and feed nurture sequences
- Run webinar programs that directly support AE pipeline targets
- Define and instrument the MQL → SQL → S2 funnel in partnership with RevOps
- Partner with Sales leadership on ICP, messaging, and campaign feedback loops
- Partner with RevOps to stand up marketing ops fundamentals — attribution, lead scoring, marketing automation/CRM integration — as the function scales
- Report pipeline contribution and ROI directly to leadership
Benefits
- Competitive salary ($160,000 - $200,000) + meaningful equity
- Full health, dental & vision
- High-ownership, high-trust culture with lightning-fast executors
- Regular team off-sites, dinners, and an office stocked for builders
Stand Out From the Crowd
Upload your resume and get instant feedback on how well it matches this job.
What This Job Offers
Job Type
Full-time
Career Level
Entry Level
Education Level
No Education Listed
