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The Demand Gen Organisational Structure

When rolling out a demand gen model it is important to invest time building a team that is made up of the core skills you need to succeed. When building out this function at Cognism, CMO Alice de Courcy did just this, by using data to inform where the biggest opportunities were. 

Below are the key roles within our structure. 👇

The Demand Gen Organisational Structure

Click on the job titles below to learn more about the roles, their main responsibilities and the activities they can undertake to generate demand.

Global Head of Demand
Generation

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CMO
Chief Marketing Officer

CMO - Chief Marketing Officer

The Role

The process fanatic. The demand generation CMO is constantly reviewing team performance, and constantly exploring new possibilities. An asker of questions and a pusher of boundaries, the CMO is the inspiration for the new DG approach.

DG Activities

  • Absorbing information from leading DG marketers.
  • Overseeing all marketing hiring, looking for curiosity above everything.
  • Dedicating budget to experimentation.
  • Investigating suggestions from the team. Knowing when to test, and when to stop.
  • Overseeing attribution. Finding a comprehensive model beyond MQLs.
4

Global Head of Demand
Generation

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VP of Marketing

VP of Marketing 

The Role

Delivering on marketing KPIs. The VP of Marketing is responsible for managing many roles within the marketing team, and handles strategic brand management, reviews budgets, sets team goals to deliver on the company's business goals. 

DG Activities

  • Lead and support the Global Head of Demand Generation 
  • Takes responsibility for annual marketing plan, strategy and team
  • Drive the implementation of marketing campaigns that meet business objectives 
  • Manage marketing budget and expenditures
  • Maintain brand standards and ensure compliance across all marketing and communications channels
  • Identify and plan differentiated and impactful marketing strategies

 

5

Head of
Paid
Acquisition

Head of Paid Aquisition

The Role

Managing the paid ads behind the demand gen strategy. The Head of Paid Acquisition works closely with every function of the marketing team to create and optimise ads that create and capture demand.

DG Activities

  • Creating positive brand awareness by replacing lead gen ads with value-driven ads.
  • Envisioning the journey from ‘never heard of you’ to ‘want a demo’, and ensuring ads exist that speak to everyone on that journey.
  • Testing forms, channels and messaging to discover the content their audience engages with.
  • Tracking everything. Reporting on key metrics and optimising the journeys they’ve created.

Head of
Customer
Marketing

Head of Customer Marketing

The Role

Supporting customer success. The Head of Customer Marketing runs a team dedicated to the four key pillars of customer success: Retention, advocacy, expansion and customer community. The customer marketing team create content for and from customers to enrich the customer experience.

DG Activities

  • Capturing positive things customers have said to create content that generates and captures demand.
  • Identifying advocates by communicating closely with customer success and/or sales.
  • Asking happy customers for favours, such as references, case studies, reviews and social posts.
  • Creating an advocacy program that incentivises action from customers.

Head of
Product
Marketing

Head of Product Marketing

The Role

Turning technical product information into marketing materials. The Head of Product Marketing runs a team that focuses on 5 key pillars: Voice of the customer, messaging & positioning, product releases, content enablement, and competitive enablement.

DG Activities

  • Understanding the customers to inform product messaging and landing page copy.
  • Testing messaging 1 to 1 and on the website. Making sure optimisations positively impact conversion rates.
  • Creating multi-media campaigns and content that educate the market on product launches and releases.
  • Fuelling competitor campaigns with accurate product information.

Global Head of Demand
Generation

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Global Head of
Demand
Generation

Global Head of Demand Generation

The Role

Leading demand generation strategy and execution. The Global Head of Demand Generation is responsible for all of the ‘capture and create demand’ activity that drives direct inbound demo requests. Including the content, the promotional channels and the budget. But most importantly, overseeing how all of these factors work together to grow inbound pipeline and revenue.

DG Activities

  • Understanding the product, ICP and where they fit in the market.
  • Creating a content strategy that engages, entertains and educates their audience.
  • Designing a seamless inbound process. Making it easy to inbound.
  • Nailing distribution. Making sure the content isn’t just excellent, it’s seen.
3

Graphic Design Manager

Graphic Design Manager

The Role

Creating graphics that cement the company brand and level up content. The Graphic Design Manager is in charge of managing enough internal or freelance graphic designers to take content and campaigns to the next level. This includes the creation of banners, ads, infographics, and any other graphic briefed by the marketing team.

DG Activities

  • Creating a seamless process for graphic briefing and execution.
  • Ensuring graphics meet their brief, balancing company branding with campaign style.
  • Making sure every party involved in graphic design and branding operates seamlessly, ensuring graphics are delivered on time and to a high standard.

Head of Content

Head of Content 

The Role

Level up the company's content. The Content  Manager is in charge of managing the content team to take content and campaigns to the next level. This includes the creation of blogs, SEO progress, PR and any other content as needed/ 

DG Activities

  • Creating a content & SEO strategy 
  • Ensuring style guide is being used amongst the content team. 
  • Making sure every party involved in content operates seamlessly, ensuring all content is delivered on time and to a high standard.

Website Manager

Website Manager

The Role

Looks after all activities relating to the company's website. The Website  Manager is in charge of managing the website in all global regions, auditing the website for improvements and errors, discussing new projects for the team, implementing new tech on the website and testing landing pages from the demand generation team. 

DG Activities

  • Implement new technology for the website
  • Work with DG team to ensure web and landing pages are of the highest standard
  • Training DG team on tech relating to the website
  • Roll out new website features and domains 

Marketing & Insights Analytics Manager

Marketing & Insights Analytics Manager

The Role

Supports the team by providing marketing insights and analytics for key projects.  The Marketing & Insights Analytics  Manager is in charge of helping the marketing team report on their activities in the most efficient manner possible. 

DG Activities

  • Create new dashboards and reports for the team to make reporting easier
  • Work with DG team to discuss insights that have been found across campaigns and activities

Global Head of Demand
Generation

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Pod Demand
Generation
Manager

Pod Demand Generation Manager

The Role

Taking the strategies from the CMO and Heads of Demand Generation and turning them into campaigns, ads and content ideas. The Demand Generation Manager is concerned with the micro DG strategy. What is the core of the plan, how can they present it with a concise and entertaining message.

DG Activities

  • Gaining customer insights and feeding them to the team and leadership.
  • Making sure all projects align with the overall DG strategy.
  • Making sure all ads contribute to overall objectives, i.e. reach, demos, CTR etc.
  • Training the Demand Generation Executive to understand their vision and execute on it.
  • Taking knowledge from every campaign into the next one.

Pod Demand
Generation SEO &
Content Manager

Pod Demand Generation SEO & Content Manager

The Role

Content within the DG pod. Creating and optimising campaign and paid ad specific content. Not concerned with the overall SEO and growth of the company content, this writer operates purely as a function of DG and campaign performance.

DG Activities

  • Listening to customer and prospect calls to ensure content speaks to the audience.
  • Being involved in campaign gestation with the DG Manager to make sure the content plan is aligned and ready.
  • Providing the performance marketing team with updated content to keep ads fresh.
  • Creating actionable ungated content that provides value over everything.
  • Creating content that pushes the campaign narrative.
  • Measuring content performance to inform future campaign content strategy.

DG Activation Manager

Demand Gen Activation Manager

The Role

Taking the activities from  Demand Generation Manager and reporting on the success of campaigns, ads and content ideas. The Demand Generation Activation Manager is concerned with the media machine behind the DG Strategy. They are involved in understanding what is working well, what needs to be improved and how the team performs against specific persona growth goals. 

DG Activities

  • Reporting on all media machine activity on a regular basis 
  • Activating DG projects to support the Demand Gen Manager.
  • Working with the Demand Gen Content Manager to deliver on new projects.
  • Regularly audit the activities of the pod to look for areas of improvement.

More on our Demand Generation journey

B2B marketing
A Worked Example Of A Demand Generation Campaign (with Cognism's Marketing Team)
B2B marketing
Driving demand for B2B marketing (with Todd Clouser, Senior Brand Marketing Manager at Refine Labs)
B2B marketing
The Dark Funnel & what it means for Marketers
View all Resources

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