Demand Gen Lead

Why this role exists

SigNoz is an open source observability platform built on OpenTelemetry: logs, metrics and traces in one tool. It's designed for an era where agents and humans run observability together. We are a YC company with 32K+ GitHub stars, and revenue grew 4x in 2025.

We have more buying signal than most companies our size. Thousands of teams run SigNoz self-hosted, hundreds of teams sign up for SigNoz Cloud every month, and we have product usage data for all of them. Very little of that signal gets acted on today. Your job is to turn it into pipeline.

You will work directly with the founders. We are looking for a builder: someone who sets up systems that keep working and scale well as we grow, not someone who runs one campaign after another by hand.

What you will own

1. Signal-based outbound (the biggest lever)

• Decide which signals mean an account is worth reaching out to: ICP signups, usage spikes, trial activity, large self-hosted installs, teams hiring for observability or platform roles, and companies moving off an incumbent tool.

• Turn each signal into a play. Decide who to contact, what to say, which channel (email, LinkedIn), what runs automated and what gets a personal touch, and when an account goes to an AE.

• Write and run the sequences yourself at first. Track reply, meeting and pipeline rates for each play, and kill the plays that don't convert.

• Work with our GTM Engineer, who builds the data and signal queues. You decide which signals matter and what we do with them. They make the signals reliable and automated.

• Own the handoff to sales: what counts as a qualified meeting, response SLAs, and a weekly loop on lead quality.

2. Lifecycle email

• Own the email journeys at every stage:

  • New signups, from onboarding through activation

  • Trials, through conversion to paid

  • Paying customers, toward expansion and annual plans

  • Self-hosted open source users, toward SigNoz Cloud or Enterprise

• Build campaigns triggered by product usage: first data sent, usage milestones, trial expiry, usage drops and billing changes.

• Write the way engineers like to be written to: plain, specific and useful. Run A/B tests, watch deliverability, and report what each journey adds to activation and revenue.
  

3. Social and paid (a plus, not core)

These aren't core skills for this role. If you understand them, that's a bonus, and you'll get to use them:

• Run SigNoz on LinkedIn and X in formats native to each platform. Help the founders and DevRel get their best material in front of the right people.

• Run paid experiments through an agency or freelancers first: Google on brand and competitor terms, and LinkedIn and Reddit retargeting. Scale only what pays back.

Across all of it

• Agree pipeline targets with the founders, then own the number.

• Build funnel reporting with the GTM Engineer so everyone knows what converts and what doesn't.

• Work with Product Marketing and DevRel on messaging. Join the weekly pipeline review with sales.
  

How the role grows

This role starts hands-on. For the first few quarters you will run the programs yourself: writing sequences, building journeys and launching campaigns. We are not looking for someone who needs a team before anything happens.

Once your programs reliably produce pipeline, you build the team. The first hires will likely cover lifecycle, outbound/SDR, and social and content.

What success looks like

• 30 days: You know the product, the users and the data. You've audited our current email journeys and signals, and your first signal-based outbound play is live.

• 90 days: Three or more outbound plays are running with measured meeting rates. Onboarding and trial journeys have been rebuilt, and nurture for open source users is live. The funnel baseline is agreed and trusted.

• 12 months: Demand gen is a predictable, measured source of qualified pipeline. Signup-to-SQL conversion is clearly up, and you've made your first hires.

Who we think fits

• 6+ years in demand gen, growth or lifecycle marketing at B2B software companies, selling to technical buyers in the US.

• You've run outbound built on data and intent signals, not on bought lists. You can walk us through plays you designed and the meetings and pipeline they produced.

• You've owned lifecycle email end to end on a self-serve or PLG product: segmentation, triggers, copy, testing and deliverability.

• You write well, and engineers don't tune out when they read it.

• You're comfortable with the math: attribution, conversion rates, CAC payback, and pipeline by channel.

• You're a builder. You set up systems, automation and processes that keep running without you and scale as volume grows.

• You measure yourself by pipeline and revenue, not MQLs.

• You've worked hands-on with modern GTM tools (HubSpot, Customer.io, Clay, Lemlist or similar) and have opinions on where AI actually helps.

• You can overlap with US mornings (India evenings) a few times a week.

Bonus points

• A background in engineering, and you can understand technical terms

• You've managed or mentored a small team

• You've run paid campaigns on LinkedIn, Google or Reddit, directly or through an agency

• You've grown a dev-facing social account

Why SigNoz

• Real product pull. This isn't cold-start demand. Thousands of teams already use SigNoz.

• Work directly with the founders, with a budget and a clear path to running the function.

• A global dev-infra product, backed by YC and leading Bay Area VCs. Fully remote.