Stated Local Education Demand Generation Manager Demand Generation Manager

Stated Local Education Demand Generation Manager Demand Generation Manager

Description -

Job Title: SLED Demand Generation Manager

Organization: HP Inc. – Public Sector
Segment: State, Local & Education (SLED)

Role Overview

HP Inc. is seeking a highly execution-oriented SLED Demand Generation Manager to drive pipeline growth and deliver Marketing Generated Opportunities (MGOs) across the State, Local Government, and Education segment.

This is a hands-on individual contributor role responsible for planning, building, launching, optimizing, and reporting on multi-channel demand programs. The ideal candidate thrives in a fast-paced B2G environment, understands public sector buying cycles, and partners closely with sales to translate marketing engagement into qualified pipeline.

This role carries direct accountability for MGO performance and measurable pipeline contribution.

Key Responsibilities

1. Integrated Campaign Execution (Hands-On)

• Build and execute end-to-end integrated campaigns aligned to SLED priorities and fiscal calendars.

• Develop campaign briefs including target audience, account lists, value proposition, messaging pillars, channel mix, and KPIs.

• Own campaign timelines, asset coordination, approvals, and launch execution.

• Manage campaign budgets and track spend vs. performance.

• Continuously optimize based on performance data and sales feedback.

2. Marketing Generated Opportunity (MGO) Ownership

• Own quarterly and annual MGO targets for the SLED segment.

• Partner with sales to define what qualifies as an MGO and ensure alignment on lead quality.

• Monitor MQL-to-SAL-to-MGO conversion rates and identify gaps.

• Audit lead routing and follow-up SLAs to ensure timely seller engagement.

• Run post-campaign pipeline reviews with sales to assess impact and improve future programs.

3. Event & Field Marketing (Execution-Focused)

• Plan and execute in-person and virtual events including:

  • Trade shows

  • Executive roundtables

  • Territory-based roadshows

  • Webinars

  • Partner co-marketing events

• Own event logistics including registration strategy, promotional plans, landing pages, email invitations, and paid support.

• Build pre-event outreach toolkits for sellers.

• Develop structured follow-up plans (email sequences, call guides, sales enablement decks).

• Track attendee engagement and conversion into pipeline.

4. Email Marketing & Nurture Programs

• Build segmented email sequences aligned to persona and buying stage.

• Develop nurture tracks specific to SLED sub-verticals (State Gov, Local Gov, K-12, Higher Ed).

• Conduct A/B testing on subject lines, messaging, and CTAs.

• Monitor engagement metrics and optimize performance.

• Ensure compliance with public sector communication guidelines.

5. Paid & Digital Media Management

• Develop paid media strategies across:

  • LinkedIn

  • Search (SEM)

  • Programmatic display

  • Industry publications

  • Education/government-focused platforms

• Manage targeting strategies including named account lists and persona filters.

• Monitor CPL, engagement rates, and pipeline influence.

• Optimize creative and messaging based on performance data.

• Retarget event attendees and content engagers to accelerate conversion.

6. Thought Leadership & Content Activation

• Identify high-impact topics relevant to SLED audiences (cybersecurity, hybrid learning, AI, sustainability, device lifecycle, etc.).

• Partner with SMEs and product marketing to develop:

  • Whitepapers

  • Executive briefs

  • Case studies

  • Solution guides

  • Blog posts

• Repurpose long-form content into multi-channel activation plans.

• Align messaging to public sector budget cycles and funding initiatives.

7. Sales Alignment & Field Enablement

• Conduct regular campaign briefings with sales leadership and account teams.

• Provide sellers with:

  • Campaign summaries

  • Account target lists

  • Outreach messaging templates

  • Social sharing copy

• Build and distribute campaign toolkits prior to launch.

• Encourage and track seller participation in campaigns and events.

• Actively drive adoption of social selling best practices.

• Motivate sales to become social champions by providing ready-to-share content and performance visibility.

8. Account-Based & Territory-Based Marketing

• Partner with sales to identify priority named accounts and white-space opportunities.

• Build account-based marketing (ABM) plays for high-value SLED accounts.

• Align campaigns to territory business plans.

• Support deal acceleration programs for late-stage opportunities.

9. Data, Reporting & Optimization

• Track performance across all channels and report weekly/monthly results.

• Build dashboards to measure:

  • MGOs

  • Pipeline contribution

  • Conversion rates

  • Cost per opportunity

• Identify underperforming programs and reallocate budget as needed.

• Conduct quarterly performance reviews with marketing and sales leadership.

10. Cross-Functional Collaboration

• Work closely with:

  • Sales leadership

  • Product marketing

  • Corporate marketing

  • Digital & paid media teams

  • Operations & analytics

• Ensure messaging consistency across campaigns.

• Align SLED initiatives with broader HP Public Sector priorities.

Qualifications

Required:

• 5–8+ years of B2B demand generation experience.

• Experience marketing to Public Sector, Government, or Education customers preferred.

• Proven track record of delivering MGOs and pipeline impact.

• Hands-on experience with marketing automation and CRM systems.

• Strong project management and organizational skills.

• Analytical mindset with ability to translate data into action.

Preferred:

• Experience in ABM strategy and execution.

• Familiarity with SLED procurement cycles and budget timing.

• Experience activating sales teams in social selling programs.

Success Profile

The ideal candidate is:

• Results-driven and accountable for pipeline impact

• Comfortable operating independently in a matrixed organization

• Highly collaborative with sales

• Data-driven and performance-focused

• Detail-oriented but strategic in thinking

• Proactive and comfortable managing multiple campaigns simultaneously

Education & Experience Recommended
• Four-year or Graduate Degree in Marketing, Business Administration, or any other related discipline or commensurate work experience or demonstrated competence.
• Typically has 7-10 years of work experience, preferably in segment marketing, channel marketing, partner marketing, or a related field.

Knowledge & Skills
• Analytics
• Business Development
• Business Marketing
• Business To Business
• Customer Relationship Management
• Data Analysis
• Demand Generation
• Digital Marketing
• Go-to-Market Strategy
• Key Performance Indicators (KPIs)
• Market Research
• Marketing
• Marketing Communications
• Marketing Management
• Marketing Strategies
• Product Marketing
• Project Management
• Salesforce
• Social Media
• Thought Leadership

Cross-Org Skills
• Effective Communication
• Results Orientation
• Learning Agility
• Digital Fluency
• Customer Centricity

Impact & Scope
• Impacts function and leads and/or provides expertise to functional project teams and may participate in cross-functional initiatives.

Complexity
• Works on complex problems where analysis of situations or data requires an in-depth evaluation of multiple factors.

Disclaimer
• This job description describes the general nature and level of work performed in this role. It is not intended to be an exhaustive list of all duties, skills, responsibilities, knowledge, etc. These may be subject to change and additional functions may be assigned as needed by management.

The pay range for this role is $105,050 to $161,800 USD annually with additional
opportunities for pay in the form of bonus and/or equity (applies to United
States of America candidates only). Pay varies by work location, job-related
knowledge, skills, and experience.

Benefits:

HP offers a comprehensive benefits package for this position, including:

 * Health insurance
 * Dental insurance
 * Vision insurance
 * Long term/short term disability insurance
 * Employee assistance program
 * Flexible spending account
 * Life insurance
 * Generous time off policies, including;
 * 4-12 weeks fully paid parental leave based on tenure
 * 11 paid holidays
 * Additional flexible paid vacation and sick leave (US benefits overview
   [https://hpbenefits.ce.alight.com/])

The compensation and benefits information is accurate as of the date of this
posting. The Company reserves the right to modify this information at any time,
with or without notice, subject to applicable law.

Job -

Marketing

Schedule -

Full time

Shift -

No shift premium (United States of America)

Travel -

50%

Relocation -

No

Equal Opportunity Employer (EEO) - 

HP, Inc. provides equal employment opportunity to all employees and prospective employees, without regard to race, color, religion, sex, national origin, ancestry, citizenship, sexual orientation, age, disability, or status as a protected veteran, marital status, familial status, physical or mental disability, medical condition, pregnancy, genetic predisposition or carrier status, uniformed service status, political affiliation or any other characteristic protected by applicable national, federal, state, and local law(s).

Please be assured that you will not be subject to any adverse treatment if you choose to disclose the information requested. This information is provided voluntarily. The information obtained will be kept in strict confidence.

For more information, review HP’s EEO Policy or read about your rights as an applicant under the law here: “Know Your Rights: Workplace Discrimination is Illegal"