Manager, Demand Generation

Manager, Demand Generation

BS&A Software · Marketing · Remote (United States) · Reports to SVP, Marketing

About BS&A Software

BS&A Software builds the software that keeps local government running. Founded in 1987 and based in Bath, Michigan, we provide SaaS-based enterprise solutions for financial management, utility billing, payments, human resources, licensing and permitting, assessing, and property tax. More than 3,500 municipalities count on us, and we’ve been named to Government Technology’s GovTech 100 list two years running.

We’re growing into new states and new communities, and marketing is where a lot of that push starts.

The opportunity

There’s a real base to work from here. Inbound demand is healthy, our presence at municipal conferences around the country is genuinely strong, and we have decades of goodwill with the customers we serve. What we’re building now is a demand engine that turns all of that into new-logo pipeline on purpose rather than by happy accident — in the states we already serve and the ones we’re moving into next.

That’s your job. The pipeline number is yours, and so is most of the machinery behind it: campaigns, paid, email, webinars, and the website. We’re a small team by design, and this is a hands-on role.

One thing that makes this unusual: our market is finite and knowable. Every city, township, village, county, and special district in a target state is a named entity with a published budget, a fiscal calendar, and officials you can look up by name. You’re not guessing at an ideal customer profile. You’re deciding which accounts from a known set to go after and in what order, which makes account-based marketing the natural way to work here rather than a box to check.

What you’ll do

Own the number

• Carry the new-logo pipeline target and forecast against it
• Track and report new-state pipeline separately from established territory, so early progress in new markets doesn’t get buried
• Know your cost per opportunity by channel well enough to move money away from what isn’t working

Build and run the programs

• Design and run account-based campaigns against our named account universe
• Manage paid media across search, programmatic, trade publications, and association channels
• Build email nurture and lifecycle programs suited to buying cycles that run long and involve a committee
• Run a thought leadership and demo webinar series for both prospects and existing customers — promotion, registration, follow-up, and the pipeline that comes out the other side
• Drive expansion campaigns into our existing customer base for cross-module adoption

Own the website as a conversion asset

• Search visibility, landing pages, forms, and lead routing
• Work with Creative on page design and with Marketing Operations on what happens to a lead after it converts

Work the seams

• Partner with Business Development on target accounts, campaign timing, and what happens to a lead after handoff
• Work with Field & Market Development on campaigns supporting entry into new states
• Help define, with Sales, what actually counts as a qualified opportunity