Enterprise Demand Generation Lead

Maxima•San Mateo, CA

5d•Onsite

About The Position

As Maxima’s Demand Generation Lead, you’ll build the system that turns demand into repeatable pipeline. You’ll own the full funnel, from first engagement through qualified opportunity, and bring together our account-based, campaign, field, and lifecycle motions into one connected demand engine. The mandate has two halves. Capture the demand that already exists for financial close and accounting automation, where buyers know the category and are actively looking. And create demand for a category they don’t yet have a name for: agentic accounting. As our deals move toward six-figure contracts, the engine has to be built for an enterprise buyer rather than tuned for a mid-market one. Our audience is controllers and senior accounting leaders at mid-market and enterprise companies. They’re pressed for time, allergic to hype, and responsible for some of the highest-stakes workflows in the business. The marketing that reaches them has to be rigorous, and it shouldn’t be boring. This role is for someone who has seen great demand generation up close. You think beyond channels and campaigns to the system underneath them: how accounts become engaged, how intent gets recognized, how prospects are nurtured, how Sales gets activated, and how all of it translates into pipeline. If you’ve helped build a demand engine that works and you want to own one outright, this is your next move.

Requirements

Deep experience in enterprise B2B demand generation, with meaningful time spent selling into mid-market and enterprise buyers.
You’ve built or scaled a repeatable demand engine, not just successful campaigns. You understand how acquisition, field, ABM, lifecycle, intent, and Sales activation work together to create pipeline quarter after quarter.
Real depth in ABM and integrated campaigns: account identification, fit and intent signals, buying committees, multi-channel activation, and the operations underneath them.
You’ve owned or directly contributed to a meaningful pipeline number. You can quantify the opportunities, pipeline, and revenue your work generated and understand what it means to be accountable for a commercial outcome.
You’re a full-funnel systems thinker. You can diagnose whether the real constraint is audience, engagement, conversion, nurture, account activation, Sales follow-up, or something else entirely.
You understand modern B2B demand architecture. You’re fluent in lifecycle stages, nurture, routing, attribution, and funnel instrumentation.
You’re creative and commercially minded in the same breath. You think naturally in pipeline, CAC, conversion, velocity, and revenue, and you use those metrics to make fast, informed decisions about what to kill and what to scale.
Creative range: you’ve shipped B2B campaigns a consumer brand would have been happy to run, and you can show what they did to pipeline.
Experience with a category that had to be explained before it could be sold; demand creation, not only demand capture.
You’re obsessed with demand generation and all of its flavors, and you want this to be the role where you own it end to end.
Enterprise B2B experience specifically; consumer and product-led growth are different disciplines and do not substitute.
You’ve seen what excellent looks like. We’re not looking for someone building demand generation for the first time. We want someone who has helped build something great and wants to bring that experience, judgment, and ambition to Maxima.

Nice To Haves

Experience marketing to finance and accounting buyers
Experience with HubSpot, Clay, and an AI-native ABM stack
Experience marketing AI or agentic products
Fluency with the modern go-to-market stack and with AI in your daily workflow

Responsibilities

Own account-based marketing: Build and run ABM programs that engage our target accounts and the full buying group inside them, from account selection through activation.
Run integrated campaigns: Take a campaign from positioning brief to activation across paid, ABM, events, lifecycle, and web, so the same story lands everywhere it needs to.
Drive measurable pipeline: Own a marketing-sourced pipeline target and continuously improve the engine behind it, optimizing for CAC, conversion, velocity, and pipeline efficiency.
Experiment with rigor: Try things across channels, messaging, audiences, and formats. Measure against ICP impressions, ICP visitors, and ICP pipeline. Cut what doesn’t work quickly and triple down on what does.
Architect the buyer journey: Connect acquisition, field, ABM, lifecycle, intent, and Sales activation into a coherent journey, identifying and fixing the gaps where demand gets lost.
Build lifecycle and nurture: Create the system that turns the demand we already generate across events, paid, organic, content, and our website into engaged accounts and future pipeline.
Build repeatability: Understand what creates pipeline, turn what works into scalable playbooks, and build the processes and operating cadence that make performance increasingly predictable quarter over quarter.
Analyze and optimize the funnel: Build visibility into pipeline creation, CAC, conversion, velocity, account progression, and channel performance. Surface insights, develop hypotheses, and use data to determine where we invest and what we improve.
Partner closely with Sales and GTM leadership: Build tight feedback loops, shared account activation criteria, and clear handoffs so Marketing and Sales operate as one system around the accounts most likely to buy.
Partner across Marketing: Work closely with Product Marketing, Brand, Content, Corporate Marketing, and Customer Marketing to turn our strongest messaging, creative, thought leadership, and customer proof into demand.