Leadfeeder is committed to transparent compensation practices. All candidates invited to any stage of the interview process will be provided with the salary range and key compensation details for this role before their first conversation with us.
","employmentType":["FULL_TIME"],"qualifications":"The short version: a demand generation marketer who thinks strategically, has something to say, and gets it made. Someone who came up through the craft, built a bit of a name for themselves along the way, and would rather ship a good idea than write a plan about one.
Must-have
These are the three things we will not compromise on, and they are assessed through the process rather than from a CV.
The concrete, checkable version of the above.
Leadfeeder turns B2B websites into lead generation engines.
Every day, potential buyers visit your website and leave without filling out a form. Leadfeeder reveals which companies are behind that traffic, shows what they care about, and helps teams act while interest is high.
By connecting website behavior with company data, intent signals, and automated workflows, Leadfeeder helps marketing and sales teams prioritize the right accounts and turn anonymous traffic into qualified pipeline.
We're a remote-first, international team building the next generation of lead generation technology for B2B marketers. Join us and help redefine how B2B companies generate leads from the signals already happening on their website.
The Demand Generation Manager builds and runs Leadfeeder's global demand generation programmes: the ideas, campaigns and initiatives that create demand for the product, and the distribution that carries them. The aim is compounding demand for our product-led growth (PLG) motion: work that brings the right people to the product, gets them using it, and turns that usage into the next wave of demand.
Something we want to say up front, because it shapes the whole role. Anyone experienced enough to do this job well is, in effect, one of the people we are trying to reach. We want that used. This role involves building a public presence in the market under your own name, through writing, publishing and presenting ideas, and where you are comfortable, on-camera formats. We are open to discussing what that looks like for the right person. Marketing to your own persona is a real advantage, and we would rather hire someone who already thinks that way than someone who needs persuading.
This is not a series of one-off launches. What we are building is a demand engine that matures: programmes that get sharper each time they run, an audience that compounds, and a body of work that keeps earning attention long after it ships.
We are a PLG business, and the demand model reflects that. We think in loops more than funnels. Content and community bring people in, the product gives them something worth talking about, and that talk brings the next cohort in. Designing for that compounding effect, and for the virality that makes it work, is core to this role rather than a bonus.
The role sits in the Demand Team and reports to the Director of Demand. It is global, with no regional mandate.
Four things make up the job. Demand generation is the outcome: programmes built to create and capture demand among the people who look most like our best customers. Content is the primary engine: the reports, frameworks, arguments and points of view that give the work something worth paying attention to, written largely by this person. Distribution is how it reaches anyone at all: every piece designed with a route to its audience, and the channels worked to carry it. Community is how far it travels: building audience and presence where our buyers already are, rather than relying entirely on channels we rent.
The person who has the idea is the person who makes it happen. Concept, positioning, the writing, the distribution plan, and the numbers afterwards. That does not mean doing everything alone, and you will pull in the people who own the pieces that are genuinely theirs. It does mean rolling your sleeves up rather than briefing someone else to do the work. And nothing is finished when it ships. The point is to learn from it and make the next one better.
This is not a channel role. Paid media and SEO sit with their existing owners, and building audiences and campaigns inside ad platforms is their job rather than this one. What this role brings them is the idea, the creative and a clear brief. The model is built to stand up on owned and organic channels, with paid amplification as upside rather than assumption.
Content, Creative & Thought Leadership
PLG, Virality & Growth Loops
Distribution & Community
Programme Ownership: Ideation to Delivery
Performance & Partnership
Performance is read along the whole path, not at a single point:
Because audience, community and loop-building compound rather than convert immediately, the first two quarters are also assessed on leading indicators: audience growth, engaged accounts, and engagement quality. The intent is explicit: build the thing that pays back over years, not just the thing that reports well this month.
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Publish. Then hope someone—anyone—cares enough to share or link to it. That’s the standard approach behind most 500-word SEO blog posts, built on the expectation that a few influencers will eventually notice and amplify it. In theory, it works. In practice, it usually doesn’t. If the content isn’t genuinely compelling, it gets ignored, no matter how much effort goes into pushing it.\n\nTypeform shifted from the tired “write, publish, beg” approach to creating beacon content—work so useful and well-crafted it attracts links and traffic without heavy outreach. Using the SURF standard and cross‑team collaboration, one Susan Bennett piece drove extraordinary, sustained results.\n\nKey takeaways : Prioritize creating truly remarkable, well‑researched, and useful content (SURF: Simple, Useful, Remarkable, Friendly) that earns sustained traffic and high‑quality backlinks without nonstop promotion.\n\nStandout strategies and tactics : Collaborate across teams (writers + devs), use multimedia and interactive elements, craft stories that tie to brand associations, and invest more in quality than in outreach.\n\nReal‑world lessons and frameworks : The SURF guideline (Simple, Useful, Remarkable, Friendly) helps gate projects; short or long format doesn’t matter—impact does. Beacon pieces should inspire interaction, be rigorously researched, and feel memorable.\n\nBudget and measurement advice : Be prepared to invest (the Siri article cost ~$10–15k) and track outcomes closely; propose one pilot, collect data, and compare long‑term value versus ad spends and team demotivation from low‑impact content.\n\n*This summary was created with AI assistance, using our original content.\n\nAccording to Sancar Sahin—Typeform’s Director of Marketing—this now “classic” approach to content marketing is far from the best way to do content marketing.\n\nInstead, he and his team implemented a straightforward system to produce “true 10X” content—before 10X content was even a thing (in case you haven’t seen it, here’s Rand Fishkin’s famous Whiteboard Friday video on 10X content from 2016).\n\nIn fact, Sancar has another name for it: beacon content. What is beacon content? Its content is so good that you don’t need to promote it to drive traffic.\n\nFor example, with one blog post , Sancar’s team drove 475k visitors to Typeform’s site, earned over 2,000 high-quality backlinks, and garnered over 10,000 social media shares.\n\nTypeform’s Susan Bennett article attracted 100k+ views and 2k+ backlinks—with zero promotion.\n\nThe kicker? They barely promoted the piece. They certainly didn’t beg for links, likes, or shares.\n\nInstead, they focused on making content so creative, so useful —it marketed itself.\n\nOne year later, it’s still generating traffic, shares, and backlinks for the site.\n\nNote: If you want to see which companies are reading your content, try Leadfeeder free .\n\nSancar wants Typeform to be associated with two words: -Conversation -Innovation\n\nTo create those associations, Typeform’s blog is designed to boost the company’s brand rather than just generate traffic.\n\nSince Susan Bennett had a history of bringing mechanical personas to life (from ATMs to Apple’s “personal assistant”), she seemed like a good person to interview for a story.\n\nSancar’s writers could have done some quick Google research, compiled some common knowledge about her career, and called it a day.\n\nInstead, they interviewed Susan in a studio setting, then created an interactive post, complete with audio clips, pictures, and a clickable timeline.\n\nIt was a true collaboration between the dev and writing teams.\n\nOnce the article was complete, Sancar posted it to the Typeform website. Then, the team sent a link to their email subscribers and internal staff. At the time, Typeform had fewer than 150 employees.\n\nFor the first few days, not much happened. A “share” here and there appeared, but nothing magnificent.\n\nThen, the media found the article.\n\nHigh-domain-authority sites like Entrepreneur began summarizing and citing their own work. Apple fans gobbled it up.\n\nNext, the article trended in Reddit’s Top 10, driving 150,000+ views in just a few days. Today, the article has been seen by over 475k people, shared over 10,000 times, and earned over 2,000 backlinks.\n\nBy the way…the average domain authority of those backlinks is 50+, in case you were wondering. You just can’t beg for numbers like those.\n\nSancar estimates the Siri article cost them between ten and fifteen thousand dollars to produce, much more than you might expect to pay for a normal blog post.\n\nStill, $10-15k is far less than many companies spend on branding campaigns that don’t generate exposure anywhere near this level.\n\nA content piece that has 2,000 backlinks? For it, the traffic keeps coming. For all these reasons, Sancar believes the cost is more than justified.\n\n“We’ve spent way more on ad campaigns that don’t get anywhere near the kind of response this did,” he explained. And it certainly outperformed the pre-beacon content he used to write.\n\nEven before joining Typeform, Sancar chafed against the old ways of content marketing.\n\n“You’d spend half a day at most writing a post, then the rest of your life begging for backlinks,” he recalled.\n\nIn Sancar’s experience, most marketers favor promotion over content. Others follow a 50/50 rule of thumb.\n\nBut Sancar noticed that it took hundreds, if not thousands, of those infamous 500-word articles to move the needle on any of their KPIs. And his team hated every second of it.\n\nMediocre content is just hard to promote.\n\nWhen he joined Typeform, Sancar got the green light to test the beacon content he always wanted to create.\n\nTheir first big success was the article on Siri’s voice, Susan Bennett. During its development (and future endeavors), the Typeform team adhered to a simple guideline: SURF.\n\nEven before publishing their first post or sending their first email, the Typeform marketing team hammered out a set of rules for their work.\n\nTypeform’s gold standard for any communication is SURF :\n\nSimple\n\nUseful\n\nRemarkable\n\nFriendly\n\nYou’ll notice he didn’t mention length. It doesn’t take 5,000 words to make beacon content. Sometimes, shorter is better.\n\nIt’s more important to write something truly insightful that someone will want to share.\n\nFor Sancar, a true piece of beacon content is something that “you reference in a conversation the same way you do a good book or a good movie. ”\n\nIf he enjoys it—or learns from it—so much that he’ll talk about it with coworkers or casual friends, then it deserves a beacon title.\n\nHe also thinks beacon content should…\n\nInspire you to interact with it\n\nBe super well researched\n\nBe well-crafted\n\nAnd of course, it needs to pass SURF. Readers should learn something useful or remarkable while enjoying the friendly tone and accessible style.\n\nSancar admits that, if his CEOs had known up front how expensive the Siri article would be, they might never have approved it.\n\nNow that they’ve seen the numbers, Sancar has free rein to continue producing them.\n\nWhen considering costs, Sancar says, “Think about the cost of demotivation.”\n\nHow is your current strategy holding back the talented marketers and writers on your team? What kind of viral content could they produce if they worked on a beacon piece?\n\nIf you have receptive CEOs, then sit down with them to confirm budget numbers and set up initial goals. “Make sure they understand you’ll be spending money and time.”\n\nIf they’re skeptical, start by asking them for one project . Have an idea ready and bring examples of what other companies have achieved. If they do approve it, make sure you collect data carefully so you can show them how successful it was.\n\nUltimately, Sancar said, “Be clear about what you want to achieve.”\n\nIf you surround yourself with creative people who know what your goals are, you’re more likely to make your beacon content come alive…without begging for backlinks.\n\nNote: Ready to create your own beacon content? Try Leadfeeder Free to see which companies visit your site when you press ‘post.’\n\nCMO\n\nJillian Als is Chief Marketing Officer at Leadfeeder and a B2B SaaS marketing executive with nearly two decades of experience leading global go-to-market teams. She specializes in revenue-driven marketing strategy, demand generation, and aligning marketing and sales organizations.\n\nThroughout her career, Jillian has helped SaaS companies scale marketing-sourced revenue and build high-performing marketing teams across international markets. 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