Head Of Demand Generation

## About Guidanz and BI Connector Guidanz Inc. is a bootstrapped, profitable B2B SaaS company. Our product, BI Connector (biconnector.com), is the leading connector that brings Oracle Fusion data into modern analytics platforms including Power BI, Tableau, Microsoft Fabric, Snowflake, and Databricks. There are roughly 15,000 enterprise Oracle Fusion customers globally. Every one of them eventually faces the same problem: their Oracle data is locked inside a system they cannot easily query, while their business runs on Power BI or Tableau or a modern data warehouse. BI Connector is the bridge. Today, we serve customers across North America, the Middle East, and Europe. We are profitable. We have built a strong product. We are now building the team to scale from our current ARR to our $1B ARR North Star. ## The Mission of This Role In 12 months, this role will have built a predictable, measurable, and scalable demand generation engine that produces qualified pipeline for our sales team every week, from both inbound and outbound channels, at a cost per opportunity that scales with the business. You will not inherit a polished function. You will inherit a small, capable team that needs leadership, a strong product that needs sharper positioning, and an inbound funnel that produces leads but lacks discipline at conversion. Your job is to bring the discipline and the system. ## What Success Looks Like (12-Month Outcomes) - Pipeline volume: Qualified inbound pipeline (SQLs) increased 3x from current baseline, with documented funnel metrics at every stage. - Conversion discipline: Contact-to-SQL conversion rate and demo-to-PoV conversion rate measured weekly and improved by at least 50% from current baseline. - Cost efficiency: Cost per qualified opportunity tracked and trending down quarter over quarter. - Content engine: A predictable content publishing cadence (blog, case studies, comparison content, video) producing measurable organic search and direct demo requests. - Team capability: Content Marketing Specialist and SEO/GEO Marketing Specialist operating at a higher level under your coaching, with clear OKRs and weekly accountability. - Sales enablement: Outbound sequences, ICP documentation, and account intelligence delivered to our full-cycle sales lead, who is responsible for outbound execution. ## What You Will Own ### The inbound engine (60% of your time) - Own the funnel from first website visit through SQL handoff. Define every stage. Measure every conversion rate. Find and fix every leak. - Lead our content strategy. Content Marketing Specialist writes. You direct: what to write, for whom, with what call to action, measured by what outcome. - Lead our SEO and GEO strategy. SEO/GEO Marketing Specialist executes. You direct: which keywords matter, which clusters to build, which AI-search surfaces to optimize for. - Own website conversion. Test landing pages. Optimize the trial signup flow. Build the comparison pages that the buyer needs to make a decision. - Own marketing operations. Set up HubSpot for accurate funnel tracking. Build dashboards that show pipeline health at a glance. ### The outbound support layer (30% of your time) - Build and maintain the ICP framework. Of the 15,000 Oracle Fusion accounts globally, which 1,500 are highest-fit right now, and why? - Build account intelligence packages for our outbound sales lead. Trigger events, organizational mapping, persona priorities. - Build the outbound sequences (email, LinkedIn, multi-touch cadence) for our two primary personas: IT buyer and Finance buyer. - Run signal-based prospecting. Identify Oracle Fusion implementation signals, BI tool migration signals, and other buying triggers, and convert them into prospecting lists. ### The player-coach work (10% of your time) - Personally write the messaging frameworks, positioning documents, and category narratives that everyone else uses. - Personally run campaigns when you need to set the standard for the team. - Personally interview customers to extract the language buyers actually use, so our marketing reflects reality, not assumption. ## Who You Are ### Experience that matters - 8 to 12 years in B2B SaaS marketing, with at least 3 years in a demand generation leadership role at a company that scaled from $5M to $25M+ ARR. - You have built an inbound engine from a small team and a modest budget, not just inherited one at scale. - You have managed content and SEO functions directly, and you can teach them, not just coordinate. - You have set up and operated HubSpot (or comparable) as a funnel tracking system, not just a contact database. - You have worked with full-cycle sales reps to build outbound motions, including ICP definition, sequence design, and enablement. ### Mindset that matters more - You are an operator first, a strategist second. You write the brief, you review the work, you ship the campaign. - You are comfortable with bootstrapped constraints. You do not need a $2M budget to make pipeline happen. You make it happen with what you have. - You believe demand generation is fundamentally about understanding the buyer better than the buyer understands themselves. You spend time with customers, not just dashboards. - You hold your team to a high bar with warmth. You coach, you do not just delegate. - You are honest about what is and is not working. You bring problems to leadership early, with proposed solutions. ## You Are Not Right for This If... - You have only worked at well-funded Series B+ companies with mature marketing operations and large teams. You will be frustrated by our pace, our budget, and our scale. - You define your work primarily through strategy decks and frameworks rather than execution and outcomes. - You expect to be hands-off and lead through delegation alone. This role requires hands-on contribution for at least the first 12 months. - You need a large team to feel successful. This role starts with 2 reports and may stay that way for the first year. - You believe demand generation is primarily a paid ads function. We may use p