Demand Generation Strategist

About ZwitterCo

ZwitterCo has developed a breakthrough in materials science, a new class of zwitterionic membranes with unprecedented fouling resistance, making it practical to filter challenging water, wastewater, and process streams. Our products are recognized as the premier tools for reusing wastewater, bringing new and impaired water resources into circulation, and maximizing efficiency in food and ingredient separations.

ZwitterCo was named Global Water Intelligence's 2023 Breakthrough Water Technology Company of the year and Fast Company's Top Innovators of 2024. The company has commercial operations in numerous food and beverage, agricultural, and industrial sectors around the world and continues to advance its technology platform to unlock broader water, wastewater, and process applications.

Overview of Role

The Demand Generation Strategist will manage the strategy and execution of a cross-functional pipeline of qualified leads, creating a successful customer journey from first touch to sales qualified lead. Reporting to the VP of Marketing this role will identify, engage, and qualify potential leads, building a robust pipeline for the marketing and sales teams. The Demand Generation Strategist will understand global nuances related to quality demand generation and have ownership of a proactive approach to finding new leads, creating personalized outreach strategies, and engaging with technical and executive-level audiences across industries in the landfill, food and beverage, and water and wastewater management space.

Responsibilities include:

Lead Identification & Outreach

• Use tools like 6Sense, LinkedIn, and other platforms to identify and profile companies and decision-makers in target markets
• Write and manage targeted email sequences in HubSpot tailored to different buyer personas. 
• Prospecting to target industries, delivering engaging initial pitches and handling objections to spark interest.
• Engage and nuture prospects via LinkedIn to grow contact lists and build lasting relationships

Lead Engagement & Qualification

• Confidently get on calls with cold leads, discuss ZwitterCo's offerings, understand their water treatment challenges, and ask insightful questions to assess fit
• Prioritize and manage Marketing Qualified Leads (MQLs) in the CRM, ensuring timely follow-up and systematic nurturing to move leads toward Sales Qualified Lead (SQL) status
• Work closely with sales to provide detailed insights from lead conversations, helping refine strategies and improve close rates

Develop Demand Generation Strategies

• Identify potential prospects through market research, industry events, and online research
• Conduct targeted customer research to understand needs and pain points  
• Develop the process for BDRs to prospect successfully and efficiently by actively engaging with leads and collecting data

Critical Success Factors:

Strategic Collaboration

• Collaborate with the sales team to learn scripts, discovery questions, and messaging to align sales and marketing efforts
• Provide feedback to the marketing team on first-call messaging, target audiences, and campaign strategies to improve conversion rates
• Assist in Account-Based Marketing (ABM) campaigns to strategically target high-value accounts, using insights from tools like HubSpot Insights

Continuous Improvement

• Continuously improve first-call messaging by analyzing customer needs and feedback
• Quickly learn the membrane space, especially RO membranes, and speak confidently to end users and OEMs about technical and operational benefits during initial calls
• Monitor website activity via HubSpot Insights and identify engagement trends for nurturing and campaign targeting
• Maintain a test and learn approach and an inclination for action to continually optimize and accelerate performance

Qualifications:

Required

• Bachelor's Degree, ideally in Business Administration, Marketing or a related field
• 3-5 years' experience working in a customer facing role
• Advance proficiency with marketing and sales tools such 6Sense, LinkedIn, and similar platforms
• Strong experience managing HubSpot email campaigns and CRM systems for lead organization and nurturing
• Wide range of interpersonal and customer interaction skills with the ability to confidently lead cold calls and ask probing questions to articulate and sell a vision
• Demonstrated ability to research and learn technical concepts quickly, especially in industrial sectors
• Experience in aligning sales and marketing efforts to improve lead-to-close conversion rates
• Analytical skills to monitor campaign performance, track MQLs, and provide actionable insights.

Preferred

• Familiarity with the water and wastewater industry, including RO membranes and filtration technologies
• Background in industrial B2B markets, sustainability, or related fields
• Experience with ABM strategies
• Curiosity around using AI tools to increase efficiency and scale demand generation programs

Schedule, Travel, Compensation, and Location

This full-time position will report directly to the VP of Marketing. The ideal candidate will work remotely from the US or Europe.  Travel for this role is expected to be less than 5%.  

Compensation will be commensurate with experience and include equity (US only) and benefits.