Overview
You build and run campaigns to generate qualified pipeline for SDRs and AEs. You're targeting HR leaders at employers and benefit brokers who advise those employers. Since Vitable is still building brand awareness, most of your work is outbound-focused: email campaigns, webinars, industry events, and broker partnerships. You're building demand gen infrastructure from scratch.
Role Snapshot
| Aspect | Details |
|---|---|
| Role Type | Demand Generation / Growth Marketing |
| Sales Motion | Outbound-heavy (email, events, partnerships) |
| Deal Complexity | N/A (marketing role) |
| Sales Cycle | N/A (supporting sales) |
| Deal Size | N/A |
| Quota (est.) | 50-100 MQLs/month, $500K+ pipeline generated/quarter |
Company Context
Stage: Series A-B (estimated based on 87 employees and active hiring)
Size: 87 employees
Growth: Rapidly hiring across sales and marketing to scale go-to-market
Market Position: Challenger brand in health benefits; low brand awareness outside existing customers
GTM Reality
Current Lead Sources:
- 70% Outbound sales efforts (SDRs cold calling, AE prospecting)
- 20% Partnerships (benefit brokers referring clients)
- 10% Inbound (website, content, word-of-mouth)
Your Job: Shift this mix by building scalable demand gen programs that feed the sales team
Marketing Stack: Likely basic - HubSpot or similar CRM, email tools, maybe LinkedIn Sales Navigator. You'll be building out the stack.
Competitive Landscape
Main Competitors: PEOs, traditional brokers, other ICHRA platforms
Market Education Needed: High - most buyers don't know what ICHRA is
Buyer Journey: Long - HR leaders research for months before engaging sales
What You'll Actually Do
Time Breakdown
Campaign execution (35%) | Content creation (25%) | Event/partnership coordination (20%) | Reporting/analysis (20%)
Key Activities
- Email campaigns: Building outbound email sequences targeting HR leaders (by industry, company size, geography). Writing copy, building lists, optimizing open/reply rates.
- Webinars and events: Running educational webinars on ICHRA and benefits trends. Coordinating trade show booths at HR conferences. Most leads come from these.
- Broker partnerships: Working with sales to activate benefit broker partners who can refer clients. Creating co-marketing content and campaigns.
- Content creation: Writing blog posts, case studies, one-pagers, and ROI calculators that sales can use. You're often the entire content team.
- Reporting: Tracking MQL volume, pipeline generated, and campaign ROI. Reporting to leadership on what's working.
The Honest Reality
What's Hard
- Inbound volume is low. You're not generating hundreds of leads per month from SEO or paid ads - you're grinding on outbound campaigns.
- ICHRA is a complex, unfamiliar topic. Most educational content you create will have low engagement because buyers don't know to search for it.
- You're a team of one (or two). No ops support, no design team, no agencies. You're building emails, writing copy, and pulling reports yourself.
- Attribution is messy. Deals take 2-8 months to close, and it's hard to prove which campaign influenced what.
- Sales will complain about lead quality. You'll need thick skin and strong collaboration with sales leadership.
What Success Looks Like
- Generating 50-100 MQLs per month (mix of hand-raisers and engaged prospects)
- Creating $500K-$1M in pipeline per quarter (that sales accepts as qualified)
- 20-30% of MQLs convert to sales-accepted opportunities
- Building repeatable programs (webinar series, email nurture tracks) that scale
Who You're Targeting
Primary Audiences:
- HR Directors/VPs at 50-500+ employee companies (varies by campaign)
- CFOs at smaller companies (100-300 employees)
- Benefit brokers and consultants
What They Care About:
- Reducing health benefits costs (biggest pain point)
- Understanding how ICHRA works (education needed)
- Risk mitigation (avoiding employee backlash)
- Compliance and legal considerations
Requirements
- 3-5 years demand gen or growth marketing experience, ideally in B2B SaaS, HR tech, or benefits
- Strong copywriting skills - you'll write a lot of emails, landing pages, and content
- Hands-on execution mentality - this isn't a strategy role, you're building and running campaigns
- Comfortable with ambiguity and building programs from scratch
- Data-driven - you track what works and kill what doesn't
- Interest in healthcare/benefits (helps when creating educational content)