Demand Generation Marketer

🚀 Job Overview

As a Demand Generation Marketer at Surfly, you'll drive growth for this B2B SaaS company by developing and executing marketing campaigns that educate potential customers and create qualified pipeline opportunities. You'll help shape the go-to-market roadmap and promote the Surfly brand to build affinity within target markets for their web augmentation platform, which enables collaborative online experiences without modifying the original applications.

ASSUMPTION: This role appears to be a mid-level marketing position based on the required experience (3+ years) and the strategic responsibilities mentioned. The position likely reports to a Director or VP of Marketing and has significant impact on the company's growth trajectory.

📋 Key Responsibilities

• ✅ Collaborate with marketing agency (Unmuted) to implement positioning and messaging strategy
• ✅ Generate pipeline with healthy ROI and provide sales team with qualified leads
• ✅ Monitor and scale performance campaigns across Google Ads, paid social, and email marketing
• ✅ Expand marketing channels to potential new platforms (Reddit, Stackoverflow) and geographies
• ✅ Work cross-functionally with in-house and external teams (content marketing, visual design, copywriters, sales)
• ✅ Create content and campaigns tailored to the Ideal Customer Profile
• ✅ Research and understand the Decision Making Unit of prospects, including their pain points and needs
• ✅ Become an expert in where and how to communicate Surfly's value proposition

🎯 Required Qualifications

Education: Bachelor's or Master's degree, preferably in marketing or business

Experience: 3+ years of relevant work experience with at least 1 year in SaaS

Skills:

• Comprehensive knowledge of demand generation channels and tactics
• Experience with paid social, founder brand, retargeting, SEO, and paid search
• Solid project management skills
• Early business management experience
• Native English language proficiency
• Inventive mindset with ability to test and learn quickly
• Confidence to make mistakes and challenge others

Other Requirements: EU passport preferred

💰 Compensation & Benefits

Salary Range: Not specified

Benefits: Not specified

Industry Comparison: Not specified

ASSUMPTION: Marketing roles at high-growth SaaS companies in Amsterdam typically offer competitive compensation packages. Based on the seniority level and requirements, this position likely offers a salary in line with the Amsterdam tech industry standards for mid-level marketing professionals, potentially including equity options, given Surfly's description as a high-growth company.

🔍 Company Context

Industry Position: Surfly is a high-growth, award-winning web augmentation company that enables collaborative web experiences. Their co-browsing solution enhances online interactions with features like video chat, document signing, PDF completion, and file sharing.

Company Size: Not specified, but serves 300,000+ users worldwide

Company Stage: High-growth stage SaaS company

ASSUMPTION: Based on the description of "high-growth" and the user base mentioned, Surfly appears to be in the scale-up phase, having established product-market fit and now focusing on accelerating market penetration. The emphasis on building out marketing functions suggests the company is investing in structured growth strategies.

📊 Role Analysis

Career Level: Mid to Senior level

Reporting Structure: Not specified

Team Size/Composition: Not specified

Growth Opportunities: Potential to shape growth strategies for a scaling B2B SaaS company

ASSUMPTION: This role likely reports to a Marketing Director or VP of Marketing and may work with a small but growing marketing team. The opportunity to shape go-to-market strategies suggests room for advancement as the company scales. The cross-functional nature of the role indicates visibility across the organization and potential paths into strategic marketing leadership.

🌍 Location & Work Environment

Office Type: Not specified

Geographic Context: Amsterdam is a major European tech hub with a thriving startup ecosystem and international business community. It offers excellent quality of life but also has a high cost of living.

Work Schedule: Not specified

Regional Considerations: The Netherlands offers a good work-life balance and has a strong digital economy. Amsterdam specifically is known for its international environment, making it welcoming for expats.

ASSUMPTION: Based on the preference for an EU passport holder, this position is likely on-site or hybrid in Amsterdam. The tech industry in Amsterdam typically offers flexible work arrangements, but given the collaborative nature of marketing roles, some in-office presence is likely expected.

💼 Interview & Application Insights

Typical Process: B2B SaaS marketing roles typically involve multiple interview rounds, often including an initial screening, a meeting with the direct manager, a panel interview with stakeholders, and possibly a practical assessment or case study presentation.

Key Assessment Areas: Expect to be evaluated on your track record of campaign performance, understanding of B2B marketing funnels, knowledge of marketing technologies, strategic thinking, and analytical capabilities.

Application Tips: Highlight measurable results from previous campaigns, demonstrate understanding of B2B sales cycles, and showcase experience with relevant marketing channels. Emphasize any experience with SaaS products or tech industry marketing.

ATS Keywords: demand generation, B2B marketing, SaaS marketing, campaign management, paid social, Google Ads, lead generation, pipeline development, marketing ROI, customer acquisition

ASSUMPTION: These insights are based on standard practices for marketing roles in SaaS companies of similar size and growth stage.

🛠️ Tools & Technologies

• Google Ads platform
• Social media advertising platforms
• Email marketing tools
• Marketing automation software
• Analytics and reporting tools
• CRM systems

ASSUMPTION: While specific marketing tools aren't mentioned in the listing, B2B SaaS demand generation marketers typically work with platforms like HubSpot, Marketo, Salesforce, Google Analytics, SEMrush, LinkedIn Campaign Manager, and various email marketing platforms. Proficiency with these or similar tools would likely be valuable for this position.

👔 Cultural Fit Considerations

Company Values: The listing describes Surfly as seeking "ambitious, curious, driven and dependable teammates." They value innovation and being "user-centric."

Work Style: The job requires someone who is "inventive, test and learn fast, dare to make mistakes and challenge others" – suggesting a culture that values experimentation, agility, and constructive challenge.

Self-Assessment: Prospective applicants should consider:

• Are you comfortable in a high-growth environment that may evolve rapidly?
• Do you thrive when testing and iterating on marketing strategies?
• Are you willing to take calculated risks and learn from failures?
• Can you collaborate effectively across teams while also driving your own initiatives?

ASSUMPTION: Based on the language in the listing and the company's growth stage, Surfly likely has a dynamic startup culture that moves quickly and values results and innovation. The international user base suggests a globally-minded organization, which would fit with Amsterdam's multicultural environment.

⚠️ Potential Challenges

• Working with both in-house and external agency teams requires strong coordination skills and careful communication
• The responsibility to expand to new channels and geographies may involve navigating unfamiliar markets
• Developing deep understanding of complex B2B buying cycles and technical product features
• Balancing ROI requirements with brand-building initiatives

ASSUMPTION: These challenges are inferred from the responsibilities listed and are common in similar demand generation roles at growing SaaS companies. The actual challenges may vary depending on Surfly's specific market position and internal structure.

📈 Similar Roles Comparison

This Demand Generation Marketer role is focused on creating qualified pipeline through multi-channel campaigns. Similar roles include:

• Growth Marketing Manager: Often more focused on user acquisition and conversion optimization across the entire funnel
• Digital Marketing Manager: Typically broader in scope but may have less emphasis on direct pipeline generation
• B2B Marketing Specialist: Similar focus but potentially more tactical and less strategic than this role
• Marketing Operations Manager: More focused on the technology and processes that enable marketing campaigns

ASSUMPTION: This comparison is based on standard industry role definitions and the specific responsibilities outlined in the job posting.

📝 Sample Projects

• Developing and executing an integrated multi-channel campaign to target specific segments within Surfly's Ideal Customer Profile
• Analyzing performance of existing Google Ads campaigns and optimizing for improved lead quality and ROI
• Creating a test plan for expanding marketing efforts into new channels like Reddit or Stackoverflow
• Collaborating with content team to develop assets that address specific pain points in the customer journey
• Building targeted email nurture sequences based on prospect behaviors and interests

ASSUMPTION: These projects are examples derived from the responsibilities listed in the job description and represent typical work for demand generation marketers in B2B SaaS companies.

❓ Key Questions to Ask During Interview

1. What are the key performance indicators that define success in this role during the first 6 months?
2. How does Surfly's current customer acquisition cost compare to your targets, and what channels have been most effective so far?
3. Can you describe the collaboration process between the marketing team and your agency partner Unmuted?
4. How well defined is Surfly's Ideal Customer Profile, and what insights have you gathered about their decision-making process?
5. What are the biggest challenges Surfly faces in communicating its value proposition to potential customers?
6. How does marketing collaborate with sales to ensure a smooth handoff of qualified leads?

ASSUMPTION: These questions are tailored to the role description but should be adapted based on the specific interview context and the applicant's experience level.