Demand Generation Manager, Customers

Payscale

3d•Remote

About The Position

The Demand Gen Manager, Customer is responsible for developing and executing targeted campaigns that increase account growth, promote expansion opportunities, and support revenue generation within the existing customer base. This role focuses heavily on identifying upsell and cross-sell moments, improving customer awareness of higher-tier offerings, and equipping customers with the insights and value proof needed to expand their relationship with the company. You’ll collaborate closely with Sales, Account Management, Customer Success, and Product Marketing to build programs that unlock additional product usage, support multi-product adoption, and create measurable pipeline and revenue impact.

Requirements

3–6 years of experience in customer marketing, lifecycle marketing, demand generation, or revenue-generating customer programs.
Strong understanding of customer segmentation, buying triggers, and lifecycle behaviors tied to upsell and cross-sell success.
Demonstrated ability to craft persuasive, value-driven messaging for existing customers.
Experience partnering with Sales, Account Management, and Customer Success in a revenue-centric environment.
Analytical mindset with the ability to interpret behavioral signals and campaign data to identify expansion opportunities.
Experience executing multi-channel campaigns and working with Marketing Operations on workflow setup and measurement.
Strong project management skills and comfort navigating multiple stakeholders and competing priorities.

Responsibilities

Develop a campaign strategy specifically aimed at driving expansion, cross-sell, and upsell revenue within existing accounts.
Identify high-value customer segments and behavioral triggers that signal readiness for growth opportunities (e.g., product usage trends, milestone achievements, intent signals).
Build playbooks that articulate the right message, moment, and motivation for expansion campaigns.
Integrate product roadmap and new feature releases into expansion-focused messaging.
Partner with Sales leadership to understand target accounts and collaborate with RevOps on account routing, list targeting criteria, and outbound plays executed through sales engagement tools like Outreach.
Create and execute multi-channel campaigns—email, in-app messaging, webinars, nurture tracks, customer events, paid retargeting, and community engagement—tailored to expansion goals.
Craft high-impact messaging that clearly communicates the value of additional products, add-ons, higher tiers, or expanded usage.
Collaborate with Creative, Product Marketing, and Content to develop assets that showcase ROI, feature benefits, use cases, and customer success stories relevant to expansion paths.
Partner with Sales and Account Managers to ensure campaigns complement human-led outreach and follow-ups.
Work with Email Specialist to guide copy and sequence strategy for customer upsell programs and CDR/AM outreach.
Develop webinar strategies for customer upsell programs, partnering with the Webinar Channel Owner to execute campaign needs.
Work closely with Account Management to understand account health, adoption rates, and time-to-value drivers that influence expansion potential.
Coordinate with Sales and Account Managers to hand off qualified expansion leads, campaign-driven signals, and high-intent activity.
Provide teams with ready-to-use messaging kits, expansion talking points, and persona-specific value propositions.
Monitor engagement, pipeline creation, and expansion revenue influenced by campaigns.
Track and report on conversion rates across the upsell funnel—from awareness to interest to expansion.
Assess which messages, segments, or channels produce the highest expansion lift and adjust strategy accordingly.
Work with Marketing Operations to build dashboards and ensure accurate tracking of campaign-sourced growth.

Benefits

All around awesome culture where together we strive to live our 5 values:
Data informed decision making.
Customer first. Always.
Succeed together.
Relentless about results. Obsessed with excellence.
Lead the change. Shape the standard.
An open and inclusive environment where you’ll learn and grow through programs and resources like:
Monthly company All Hands meetings
Regular opportunities for executive leadership exposure through things like AMAs
Access to continued learning & development opportunities
Our commitment to a continuous feedback culture which allows us to drive performance and career growth
A growing network of Employee Resource Groups
Company sponsored volunteer hours
And more!
Our more standard benefits
Flexible paid time off, giving you the opportunity to rest, relax and recharge away from work
14 Paid Company Holidays, includes 2 floating holidays (you choose!)
A comprehensive benefits plan including medical, dental, life, vision, disability, and life insurance covered up to 100% by Payscale
Unlimited infertility coverage benefits through our medical plans
Additional supplemental health benefits offered to you and your family
401(k) retirement program with a fully vested immediate company match
16 weeks of paid parental leave for birthing and non-birthing parents
Health Savings Account (HSA) options and company contributions each pay period
Flexible Spending Account (FSA) options for pre-tax employee allocations
Annual remote work stipend to be used on wellness or home office equipment