Demand Generation Manager, Customers

Responsibilities

• Expansion & Upsell Strategy
• Develop a campaign strategy specifically aimed at driving expansion, cross-sell, and upsell revenue within existing accounts.
• Identify high-value customer segments and behavioral triggers that signal readiness for growth opportunities (e.g., product usage trends, milestone achievements, intent signals).
• Build playbooks that articulate the right message, moment, and motivation for expansion campaigns.
• Integrate product roadmap and new feature releases into expansion-focused messaging.
• Partner with Sales leadership to understand target accounts and collaborate with RevOps on account routing, list targeting criteria, and outbound plays executed through sales engagement tools like Outreach.
• Campaign Creation & Execution
• Create and execute multi-channel campaigns-email, in-app messaging, webinars, nurture tracks, customer events, paid retargeting, and community engagement-tailored to expansion goals.
• Craft high-impact messaging that clearly communicates the value of additional products, add-ons, higher tiers, or expanded usage.
• Collaborate with Creative, Product Marketing, and Content to develop assets that showcase ROI, feature benefits, use cases, and customer success stories relevant to expansion paths.
• Partner with Sales and Account Managers to ensure campaigns complement human-led outreach and follow-ups.
• Work with Email Specialist to guide copy and sequence strategy for customer upsell programs and CDR/AM outreach.
• Develop webinar strategies for customer upsell programs, partnering with the Webinar Channel Owner to execute campaign needs.
• Sales & Customer Success Alignment
• Work closely with Account Management to understand account health, adoption rates, and time-to-value drivers that influence expansion potential.
• Coordinate with Sales and Account Managers to hand off qualified expansion leads, campaign-driven signals, and high-intent activity.
• Provide teams with ready-to-use messaging kits, expansion talking points, and persona-specific value propositions.
• Data-Driven Insights & Optimization
• Monitor engagement, pipeline creation, and expansion revenue influenced by campaigns.
• Track and report on conversion rates across the upsell funnel-from awareness to interest to expansion.
• Assess which messages, segments, or channels produce the highest expansion lift and adjust strategy accordingly.
• Work with Marketing Operations to build dashboards and ensure accurate tracking of campaign-sourced growth.

Requirements

• 3-6 years of experience in customer marketing, lifecycle marketing, demand generation, or revenue-generating customer programs.
• Strong understanding of customer segmentation, buying triggers, and lifecycle behaviors tied to upsell and cross-sell success.
• Demonstrated ability to craft persuasive, value-driven messaging for existing customers.
• Experience partnering with Sales, Account Management, and Customer Success in a revenue-centric environment.
• Analytical mindset with the ability to interpret behavioral signals and campaign data to identify expansion opportunities.
• Experience executing multi-channel campaigns and working with Marketing Operations on workflow setup and measurement.
• Strong project management skills and comfort navigating multiple stakeholders and competing priorities.
• Success in This Role Looks Like
• Clear and measurable impact on expansion and cross-sell revenue.
• Stronger customer awareness and adoption of premium features, add-ons, or additional product lines.
• Growth in qualified expansion pipeline generated through campaigns.
• High alignmen

Benefits

Additional Information

About Payscale Payscale is the original compensation innovator for organizations who want to scale their business with pay and transform their largest investment into their greatest advantage. With decades of innovation in sourcing reputable data and developing AI-powered tools, Payscale delivers actionable insights that turn pay from a cost to a catalyst. Its suite of solutions - Payfactors, Marketpay, and Paycycle - empower top companies in the U.S. and businesses like Cintas, Leidos, Chipotle, Brookdale Senior Living, Ohio State University, American Airlines, and TJX Companies. Create confidence in your compensation. Payscale. To learn more, visit www.payscale.com . Job Summary The Demand Gen Manager, Customer is responsible for developing and executing targeted campaigns that increase account growth, promote expansion opportunities, and support revenue generation within the existing customer base. This role focuses heavily on identifying upsell and cross-sell moments, improving customer awareness of higher-tier offerings, and equipping customers with the insights and value proof needed to expand their relationship with the company. You'll collaborate closely with Sales, Account Management, Customer Success, and Product Marketing to build programs that unlock additional product usage, support multi-product adoption, and create measurable pipeline and revenue impact.

Your Match

How well this role fits your profile.

Company Intel

What employees say

Worked at payscale? Share your experience