Demand Generation Specialist - B2B Marketing

Demand Generation Specialist

About Neufin

Neufin is a tech-led energy retailer delivering clean, low-cost and flexible energy to India's mid-market Commercial and Industrial businesses.

Our energy software, Lumen, helps businesses track, pay, and optimise their electricity costs (/kWh). By integrating real-time IoT data with predictive AI, we enable lower power costs and easier compliance with clean energy targets.

What you'll be doing

You will conceptualise, design and execute full-funnel integrated demand generation campaigns across digital and offline channels - driving awareness of our offerings, creating demand for our products and building a robust, multi-channel lead pipeline.

• ICP Research and Segmentation: Build a deep understanding of our target customer profile, their key concerns and drivers, decision making matrix and primary channels of engagement. Segment, map, and message accordingly.
• Multi-Channel Campaign Execution: Design, implement, and manage a multi-channel demand generation strategy, including but not limited to, content marketing, SEO/SEM, email marketing, social media, webinars, and events. Every campaign should have a clear hypothesis, a defined audience, and a measurable outcome.
• Pipeline Ownership: Own the lead pipeline end-to-end - from MQL definition and lead scoring to nurturing sequences and hand-off to the Key Accounts team. You are accountable for the quality and volume of the pipeline, not just the top-of-funnel numbers.
• Experimentation and Optimisation: Build a structured experimentation framework. Test messaging, creative, channel, and audience variables systematically. Analyse results, kill what doesn't work, and scale what does. Document learnings for the team.
• Budget and ROI Management: Own the demand generation budget. Track CAC, pipeline contribution, and campaign ROI rigorously. Optimise spend across channels in real time. Know when to double down and when to cut.
• Analytics and Reporting: Build dashboards that track performance across the full funnel - impressions to closed deals. Present a weekly pipeline health report to the founding team. Surface insights, not just metrics.
• Collaboration: Work closely with the marketing team on strategy, the Content Marketing Specialist on assets, and the Key Accounts team on conversion patterns. Your campaigns succeed when the sales team closes the leads you generate.

Skills and Qualities we're looking for

Qualifications

• 4+ years in B2B demand generation or growth marketing demonstrating pipeline impact with specific proficiency in driving engagement and conversion.
• Hands-on performance marketing experience across B2B relevant digital channels - specifically LinkedIn, Google, e-mail and Industry media - you have built and managed campaigns personally, not just overseen agencies.
• Strong analytical skills - attribution modelling, funnel metrics, cohort analysis, A/B testing.
• Proven ability to run intensive, multi-channel campaigns in a target-driven environment.
• Extreme ownership and operating discipline - you build the process before the first campaign launches.
• The right attitude toward urgency, risk, and ambiguity that comes with an early-stage startup.

Tools you should know

We're not religious about specific tools, but we expect you to be dangerous with the category. Here's what our stack looks like:

• Cold email and sequencing: Smartlead, Instantly, or equivalent - you've built multi-step sequences, managed inbox rotation, and tracked reply rates obsessively.
• CRM and pipeline: HubSpot or similar - lead scoring, lifecycle stages, deal tracking, and reporting without needing someone to set it up for you.
• Task and project management: ClickUp - we run everything here; campaigns, tasks, docs, reporting.
• LinkedIn outreach: LinkedIn Sales Navigator for prospecting; experience with tools like Expandi, Dripify, or similar for automation.
• Data and prospecting: Apollo, Clay, or equivalent - building targeted prospect lists from scratch, enriching contacts, and keeping data clean.
• Analytics: Google Analytics, LinkedIn Campaign Manager, and comfort building dashboards in Looker Studio or similar.
• AI in your workflow: We expect you to use AI to write better copy faster, research ICPs, personalise sequences at scale, and cut time on anything repetitive.

Bonus Points if you:

• Have a genuine passion towards the energy / power sector.
• Have executed B2B Offline Demand Generations - Roadshows, Seminars, Round Tables etc.
• Background in renewable energy, sustainability, or climate tech.

Why Work at Neufin

Aside from being a highly motivated, mission-driven organisation, we offer:

• Highly competitive salaries including attractive stock options.
• Insurance for you and your spouse.
• 12% employer match for Provident Fund (PF) (maximum permissible limit).
• A yearly learning allowance to learn a new skill / develop new talent.
• A yearly allowance to use towards the improvement of your physical and mental health.