Senior Lifecycle and PLG Marketing Manager

Senior Marketing Manager, Lifecycle & Product-Led Growth (PLG) 

HG Insights delivers AI-powered Revenue Growth Intelligence solutions that modernize GTM strategy and activation, enabling B2B companies to prioritize, target, engage, and convert the best opportunities faster. Our platform’s analytics and agents turn deep market, account, technology, spend, intent, and customer data into actionable insights and automated workflows that accelerate pipeline and enhance predictability. That’s why 95% of Fortune 1000 B2B tech companies and all major hyperscalers rely on HG Insights to grow revenue, boost efficiency, and improve retention.

About the Role

We’re seeking a Senior Marketing Manager - Lifecycle & Product-Led Growth (PLG) to own and optimize prospect lifecycle and PLG programs that drive engagement, conversion, and pipeline creation. This role focuses on the journey from first touch through sales qualification and early opportunity progression, supporting HG Insights’ B2B sales-led and hybrid go-to-market motion.

This role will lead behavior-driven nurture and PLG campaigns that help prospects experience value earlier, accelerate pipeline velocity, and improve lead and opportunity quality—excluding customer retention or expansion campaigns.

You will partner closely with Product Marketing, Sales, Marketing Ops, and RevOps to design data-driven lifecycle and PLG programs that align product usage signals, intent data, and buyer behavior into scalable growth motions. The role reports to the Senior Director, Growth Marketing.

What You’ll Do

Prospect & Lead Lifecycle Strategy

Own lifecycle strategy for prospects and pre-customer audiences, including:

• Early-stage and marketing-engaged leads
  
  
• Marketing-qualified leads (MQLs)
  
  
• Sales-accepted leads and early-stage opportunities (SALs / SQOs)
  
  

Design and evolve lifecycle journeys that support:

• Lead education and value articulation
  
  
• Pipeline acceleration and velocity
  
  
• Opportunity progression and sales readiness
  
  

Ensure lifecycle programs are aligned to revenue targets, ICP priorities, and sales motion requirements.

Product-Led Growth (PLG) Campaigns

• Own and execute PLG campaigns focused on pre-customer audiences, such as:
  
  
• Trial, freemium, or evaluation experiences
  
  
• Product tours, demos, or data previews
  
  
• Usage- or intent-triggered engagement programs
  
  
• Partner with Product Marketing to:
  
  
• Translate product value and insights into scalable PLG messaging
  
  
• Design campaigns that drive activation, engagement, and sales qualification
  
  
• Leverage product signals and intent data to:
  
  
• Identify high-intent prospects
  
  
• Trigger sales-assisted follow-up at the right moment
  
  
• Continuously optimize PLG journeys to improve activation, qualification, and pipeline conversion
  
  

Campaign Development & Execution

• Build and manage multi-touch, behavior-based lifecycle campaigns across email, in-product, and sales-assisted channels
  
  
• Support product launches, new data offerings, and content initiatives with targeted prospect and PLG nurture
  
  
• Partner with Product Marketing to ensure consistent, persona-driven messaging across lifecycle and PLG campaigns
  
  
• Test and optimize messaging, cadence, sequencing, and CTAs to improve engagement and conversion
  
  

Segmentation, Personalization & Data

Develop advanced segmentation using:

• Firmographics (industry, company size, region)
  
  
• Technographics and intent signals (HG Insights data)
  
  
• Buyer roles and personas
  
  
• Funnel stage, engagement, and product behavior
  
  

Leverage HG Insights’ proprietary data to personalize lifecycle and PLG messaging at scale.

Partner with Marketing Ops and RevOps to ensure:

• Accurate data flow and routing
  
  
• Scoring models aligned to lifecycle and PLG signals
  
  
• Scalable automation and clean reporting
  
  

Pipeline & Sales Alignment

Drive measurable improvements in:

• MEL / MQL to SQO conversion
  
  
• Lead-to-opportunity conversion
  
  
• Pipeline quality, velocity, and sales readiness
  
  

Support account-based and sales-assisted motions in partnership with Sales and SDR teams.

Identify friction points across the pre-customer funnel and PLG journeys and implement optimizations.

Maintain strong alignment with Sales on:

• Handoffs and SLAs
  
  
• Follow-up timing and messaging
  
  
• Feedback loops on lead and opportunity quality
  
  

Analytics, Reporting & Optimization

• Own performance measurement for lifecycle and PLG programs, including:
  
  
• Engagement and conversion rates by stage
  
  
• Pipeline influence and contribution
  
  
• Performance by segment, campaign, and PLG motion
  
  
• Build dashboards and insights in partnership with Marketing Ops
  
  
• Document learnings, share insights, and continuously optimize programs
  
  

Required Qualifications

• 5-7 years of experience in B2B lifecycle, PLG, demand generation, or marketing automation
  
  
• Proven experience driving pipeline-focused lifecycle and/or PLG programs
  
  
• Strong understanding of B2B buyer journeys and longer sales cycles
  
  
• Hands-on experience with marketing automation platforms (e.g., HubSpot, Marketo, Pardot) and demonstrable AI tools usage for analytics, nurturing, and engagement optimization.
  
  
• Data-driven mindset with strong analytical and optimization skills
  
  

• Experience in B2B SaaS, data, or insights-driven companies
  
  
• Comfort in building Salesforce and RevOps workflows
  
  
• Experience supporting PLG motions, trials, or product-driven qualification
  
  
• Experience with ABM or account-based lifecycle programs
  
  
• Solid communication, project management, and collaboration skills; working cross-functionally with Product, Sales, and Product Marketing
  
  

Why HG Insights

• Direct impact on pipeline creation and acceleration
• Opportunity to help shape HG Insights’ PLG and hybrid GTM motion
• High-visibility role within Growth Marketing with room to scale impact
• Enjoy a holistic compensation package that rewards performance and potential, encompassing competitive salary, incentives (bonus and equity), comprehensive benefits, and career development.
• A “Plan, Do, Check, Act” environment that embraces remote work while empowering ingenuity, collaboration, ownership, and achievement.

HG Insights recruits, employs, trains, compensates, and promotes regardless of race, religion, color, national origin, sex, disability, age, veteran status, and other protected status as required by applicable law.