Demand Generation & ABM Lead – US Market

Role overview

This role owns pipeline creation.

You will build and run the demand generation and ABM engine for Bay6.ai and Xemplar, focused

exclusively on the US market. This is a senior, autonomous role for someone who can translate

GTM priorities into campaign strategy, execute across channels, align tightly with sales, and

consistently generate qualified pipeline.

Success in this role requires strong judgment, high execution velocity, and disciplined

measurement. The output is qualified meetings, pipeline, and revenue influence.

Key responsibilities

Demand generation strategy and planning

• Build the quarterly demand plan aligned to US ICPs, offers, and revenue targets.

• Translate GTM priorities into campaign roadmaps with clear deliverables, timelines, and

performance targets.

• Prioritize experiments that improve conversion across the funnel, from first touch to sales

accepted opportunities.

ABM ownership and execution

• Own account selection and prioritization with sales, including segment definitions and account

tiers.

• Design multi-touch ABM plays across paid, email, social, events, and outbound support with

clear sequencing.

• Build persona-based messaging and personalization approaches that improve meeting

conversion and pipeline quality.

Paid acquisition and performance marketing

• Plan, execute, and optimize paid programs across channels relevant for US B2B demand,

including search and paid social.

• Own targeting, creative direction, budget pacing, A/B testing, and conversion optimization with

clear pause rules.

• Ensure tight alignment between ad promise, landing page content, and follow-up workflows to

drive qualified meetings.

Lifecycle and nurture programs

• Build nurture programs that convert early interest into sales-ready conversations using

stage-based messaging.

• Define segmentation logic and follow-up paths based on intent, persona, and buying stage.

• Partner with content to map the right assets to each stage and ensure every campaign has a

complete follow-through.

Sales alignment and enablement for pipeline

• Maintain a weekly operating rhythm with sales to align on target accounts, active plays, and

conversion bottlenecks.

• Provide enablement inputs that improve outbound and follow-up, including messaging briefs and

proof-led assets.

• Use sales feedback to refine targeting, offers, and campaign angles to improve opportunity

quality.

Measurement, attribution, and performance reporting

• Define KPIs tied to meetings, pipeline, and revenue influence, and maintain clean campaign

hygiene for reliable reporting.

• Deliver weekly performance summaries with insights, decisions, and clear next actions.

• Diagnose funnel bottlenecks and propose prioritized fixes across audiences, creative, offers,

landing pages, and follow-up.

Cross-functional collaboration and execution

• Partner with content, design, product, and sales to ship campaign assets and landing pages on

time.

• Build SOPs, QA checklists, and approval workflows that improve speed and quality without

compromising standards.

• Manage external vendors or agencies when needed and hold them accountable to output and

performance.

What success looks like

First 30 to 60 days

• Clear demand plan for the quarter with a campaign roadmap and measurable KPIs.

• ABM account list and plays defined with sales alignment and operating cadence.

• Baseline reporting established with visibility into funnel conversion and pipeline contribution.

90 days

• Multiple campaigns running with structured testing and documented learnings.

• Consistent flow of qualified meetings from priority segments and accounts.

• Improved conversion rates across key stages (ad to landing, lead to meeting, meeting to

opportunity).

6 to 12 months

• Predictable pipeline engine with repeatable ABM and demand plays.

• Clear view of channel impact including assisted pipeline, not only last-click.

• Sales and leadership actively using demand assets and insights to focus on high-converting

motions.

Required qualifications

• 7 to 10+ years of experience in B2B demand generation, ABM, or performance marketing, ideally

in enterprise SaaS, AI, or InsurTech.

• Proven experience generating pipeline for the US market, including enterprise or mid-market

buying motions.

• Strong ABM execution across account selection, plays, personalization, and multi-channel

orchestration.

• Hands-on experience owning paid acquisition and optimizing to pipeline outcomes, not vanity

metrics.

• Strong understanding of attribution fundamentals and disciplined reporting that drives decisions.

• Ability to operate autonomously, manage stakeholders, and work on-site in Hyderabad with

some overlap for US hours when required.

Nice to have

• Experience marketing to P&C; insurance, education, CX, or enterprise AI stakeholders.

• Experience running webinars, virtual events, or partner campaigns that generate qualified

meetings.

• Experience supporting sales enablement and outbound motions with account plays and

messaging briefs.

• Startup or scale-up experience where speed, ownership, and prioritization matter