Demand Generation Manager

About Documo

Documo helps healthcare organizations turn information into action. Referrals, records, and authorizations still arrive as faxes and forms, and someone has to read, sort, and key in every page. We automate that manual document work. Our platform combines HIPAA-compliant cloud fax, Direct Secure Messaging, and AI-powered document and workflow automation, so critical work moves faster and care teams get time back for patients.

We’re a small team, so everyone has real ownership and can see the impact of their work. We hire people who care about customers, sweat the details, and want to build something that matters in healthcare. If that sounds like you, we’d love to meet you.

The role

This is a pipeline generation role. You will decide who we target, when, why and with what message, then run integrated campaigns that carry that plan across our channels. Those channels include BDR outreach, events, LinkedIn and social, partner marketing, marketplaces, review sites, email, the website and paid media.

The job is campaign strategy and execution, not just channel management. You will need enough digital skill to work hands-on across web, email, social and paid, and you will help manage our paid media agency. You will work daily with the BDR team and sales, and with content, product marketing and SEO. Your ultimate KPI is pipeline.

What you'll own

Integrated and account-based campaigns

• Own the integrated campaign calendar: one theme and offer per campaign, sequenced across outbound, website, events, email, LinkedIn, paid media (with our agency) and content.
• Build and run our ABM program with sales: target account list, tiers (1:1 for top enterprise accounts, 1:few clusters by EHR or segment, 1:many for the broader ICP), and a play for each tier.
• Launch a go-to-market campaign for each new EHR integration: buy and enrich lists of that EHR's customers, target the right ICP titles and specialties, and brief content on EHR-specific messaging and assets.
• Build automated sales enablement that gives BDRs and AEs timely reasons to reach out to prospects and open opportunities, such as intent signals, EHR and technology fit, hiring, funding and event attendance.
• Brief content, product marketing and web on the assets and landing pages each campaign needs.
• Track engagement and pipeline at the account and buying-group level, not just leads.

BDR programs and outbound campaigns

• Be marketing's partner to the BDR manager: you build the lists and messaging, they run the team and the daily outreach. You work side by side on what each segment needs.
• Build target segments by ICP, EHR, specialty, organization size and buying trigger, with sales and the BDR manager.
• Source, enrich and maintain prospect lists using Salesforce, HubSpot, LinkedIn Sales Navigator, enrichment tools and intent data; keep data clean and routed.
• Write messaging and multi-touch sequences (email, phone, LinkedIn) for each segment with the BDR manager; test, measure and retire what doesn't book meetings.
• Run campaign sprints with the BDRs: account lists, talk tracks, offers and event follow-up plays.
• Report weekly on meetings booked, meeting-to-opportunity conversion and pipeline by segment.

Inbound lead programs

• Work with the website manager on campaign offers and CTAs, so each campaign's landing experience matches its segment and message.
• Run nurture for leads that aren't ready to buy, and track MQL-to-SQL-to-pipeline conversion with sales.

Events

• Own pipeline generation for every event on our calendar: industry shows such as HIMSS, EHR and partner events such as PointClickCare, and category events. Event selection, logistics and booth setup are run by our Content Marketing Manager.
• Before the show: build target attendee and account lists, and run pre-event outreach with the BDRs to book meetings.
• At the show: staff the booth, run booked meetings and capture leads (roughly 25% travel).
• After the show: run follow-up sequences with the BDRs within days, and track meetings and opportunities to close.
• Report meetings, pipeline and cost per meeting for each event, and recommend which events to keep, add or drop.

Paid media partnership

• Help manage our paid search and paid social agency: shape campaign ideas, set targeting and offers, and review results against pipeline.
• Align paid retargeting and ABM audiences with outbound and event target lists.

Reviews, marketplaces, partner marketing and LinkedIn

• Own our G2 profile and presence on other review sites (Capterra, TrustRadius, KLAS where relevant); keep listings, categories and screenshots current.
• Run an always-on review program with CS and sales: ask timing, incentives and quarterly targets; use reviews in campaigns and sales materials.
• Manage marketplace listings with EHR and technology partners and keep them generating leads. Support partner marketing with those partners: co-branded campaigns, joint webinars and partner events, and partner lead follow-up with the BDRs.
• Use LinkedIn (company page, Sales Navigator, employee and executive posting, events) as a pipeline channel, not just an awareness channel.

How we'll measure success

Pipeline is the measure that matters. Supporting indicators:

• Marketing-sourced and influenced pipeline against target, by campaign, segment and channel.
• Engagement, meetings and pipeline in target ABM accounts.
• Meetings and sales-accepted opportunities from BDR outreach, events and inbound, including MQL-to-SQL conversion.
• Pipeline per dollar for each event and campaign.
• Review count, rating and G2 category position, and leads from marketplaces, partners and LinkedIn.

What you bring

• 4–6 years in B2B SaaS marketing with direct ownership of field/event marketing and outbound or SDR programs.
• A record of running integrated, multi-channel and account-based campaigns, and of building lists and messaging that measurably increased meetings and pipeline.
• Hands-on with Salesforce and HubSpot. Required: building and enriching lists with LinkedIn Sales Navigator and data or enrichment tools such as Seamless.AI, ZoomInfo, Clay or Apollo.
• Experience driving pipeline from trade shows: pre-show outreach, booth work and post-show follow-up.
• A collaborative working style: you will share ownership of outbound with a BDR manager and must work well as a peer. Clear, concise writing for outbound email, LinkedIn and event invites.
• Comfort using AI tools to speed up research, list work and copy testing.
• Digital marketing fluency across web, email, social and paid, and comfort reporting on pipeline, not just activity.

Bonus points

• Healthcare, health IT or EHR-ecosystem experience (HIMSS, EHR user groups, KLAS).
• Experience running a G2 or review program.
• Experience with partner or app marketplaces.

The annual base salary range for this remote, US-based role is $100,000.00 to $120,000.00 USD. Actual compensation within this range will depend on relevant experience, skills, and qualifications, with consideration for internal equity.

In addition to base salary, this role offers bonus potential and benefits.