Demand Generation Lead

Fulcrum•San Francisco, CA

2d•$160,000 - $200,000•Onsite

About The Position

The $1.5 trillion insurance industry is powered by brokers. Every business needs insurance, and the brokerage industry is hamstrung by account management capacity. Account managers are constantly pulled in numerous directions — keying information into systems, chasing documents, doing mundane work — rather than focusing on the client interactions that actually matter. Most brokerages either outsource this work or grind through it manually. We’re building an AI platform to automate this insurance drudgery. Our platform already saves customers thousands of hours and millions of dollars every year. Our customers love the product — we have deep penetration within enterprise brokerages and genuinely enjoy making our customers’ lives better. We just raised our Series A and are just getting started. 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