Demand Generation Specialist

“I am hugely excited about my future and the future of CyberOne. I have enjoyed my time here immensely and have learnt a huge amount in a short space of time, year-for-year I've learnt more here than I have at Microsoft and PwC.” - CyberOne Consultant

About CyberOne

CyberOne is a pure-play Microsoft security partner dedicated to helping enterprises realise the full value of the Microsoft Security portfolio—across Defender XDR, Sentinel, Entra, Purview, Intune, Copilot for Security and more. We combine deep technical expertise with outcome-driven services that accelerate secure cloud adoption, modernise threat protection and simplify compliance.

Job Title: Demand Generation Specialist

Location: Fully Remote

Employment Type: Full-time

The Role:

Own the demand generation and outreach engine: from intent signals, educating prospects, building trust and systematically converting Interest into Marketing Qualified Leads (MQLs) into Sales Qualified Leads (SQLs).

You will create, execute and continuously optimise multi-channel cadences that move ICP contacts through the funnel, using ZoomInfo GTM signals, website engagement data and HubSpot contact scoring to prioritise effort and personalise outreach.

This is not a cold-calling grind; it is a strategic, consultative role requiring a blend of technical curiosity, automation execution and solution-selling acumen.

Responsibilities: 

• Signal Identification, Company and Contact Prioritisation
• Monitor ZoomInfo GTM signals daily to identify ICP-aligned organisations showing purchase intent, technology change or relevant trigger events.
• Use HubSpot and website engagement data (page visits, content downloads, email clicks) to identify contacts already showing interest in CyberOne.
• Cross-reference ZoomInfo intent data with HubSpot contact and company records to enrich profiles and surface high-priority outreach targets.
• Build and maintain prioritised target lists in HubSpot, segmented by intent signal, lifecycle stage, persona and industry.
• Use LinkedIn Sales Navigator alongside ZoomInfo to map buying committees within high-priority accounts.
• Cadence Design and Ownership
• Build consultative engagements/cadences from first principles: define audience, sequence logic, channel mix, touchpoint timing and unenrolment criteria.
• Write cadence copy: subject lines, email body, LinkedIn connection requests and follow-up messages, personalised to persona and intent signal. Mapping their security challenges to CyberOne solutions.
• Configure and manage cadences in HubSpot Sales Hub including tasks, sequences, templates and enrolment triggers linked to contact score thresholds and lifecycle stage changes.
• Design sequences that reflect where a contact is in the funnel: early awareness cadences for new Prospects differ from re-engagement cadences for stalled Leads.
• Use A/B testing and engagement data to continuously refine messaging, offer, timing and channel selection.
• Maintain a documented library of cadences, variants and learnings so the team can build on what works.
• Engagement Scoring and Funnel Progression
• Work with Marketing to define and maintain HubSpot contact and company engagement scoring criteria, reflecting meaningful buying signals rather than vanity activity.
• Use score thresholds to trigger lifecycle stage transitions: from Prospect to Lead when engagement indicates genuine interest and from Lead to Opportunity when qualification criteria are met.
• Monitor score trends across accounts to identify clusters of activity that suggest buying committee engagement and warrant accelerated outreach.
• Ensure HubSpot records are clean and current: lifecycle stages, engagement scores, contact properties and activity notes must be accurate at all times.
• Campaign-Aligned Outreach
• Align cadences to live marketing campaigns, webinars and content launches so outreach reflects what CyberOne is currently doing in market.
• Pull newly published assets (case studies, threat reports, guides) into active sequences quickly, replacing weaker content touchpoints as soon as better material is available.
• Use social selling on LinkedIn to build familiarity before formal outreach: appropriately commenting on prospects' content, sharing relevant insight and engaging with their networks.
• Coordinate outreach timing with paid, organic and event activity to maximise relevance and response rates.
• Lead Qualification and Sales Handover
• Qualify engaged contacts against agreed ICP and intent criteria before progressing them to Sales-accepted Opportunities.
• Conduct initial discovery to assess budget, authority, need, and timeline (BANT), ensuring highly qualified opportunities are passed to the sales team.
• Book and confirm discovery calls for the Sales team, capturing full engagement history, intent signals and conversation context in HubSpot before handover.
• Maintain a tight feedback loop with Sales on lead quality, common objections and messaging performance.
• Progress both outbound-generated and inbound-responding contacts through defined funnel stages consistently.
• Reporting and Optimisation
• Collaborate closely with Marketing and Salesto refine lead quality, sharing insights on which pieces of content or channels are driving the highest-converting traffic.
• Report weekly on cadence performance and funnel movement: contacts enrolled by stage, engagement score progression, reply rates, meeting conversion and pipeline influenced.
• Track the volume and quality of contacts moving from Prospect to Lead to Opportunity each month as a primary measure of outreach effectiveness.
• Run structured experiments on subject lines, offers, sequence length and channel mix, documenting results and recommended changes.
• Stay current on HubSpot Sales Hub, Marketing Hub and ZoomInfo updates; surface new features that improve signal capture, scoring accuracy or outreach efficiency.
• Employees are expected to demonstrate a security-first mindset and ensure that information security considerations are incorporated into their day-to-day activities, decision-making, and interactions with customers, suppliers, and colleagues.
  
  

How will you work:

On any given day you might be:

• Reviewing ZoomInfo signals from overnight and deciding which accounts to prioritise for outreach that week.
• Noticing a spike in website visits from a target account and enrolling key contacts into a relevant cadence the same day.
• Rebuilding a cadence because reply rates dropped and the opening message needs a stronger hook.
• Pulling a newly published case study into three active sequences to replace a weaker content touchpoint.
• Updating engagement score criteria in HubSpot after Sales feedback that a certain signal is a stronger intent indicator than previously assumed.
• Briefing a Sales Executive on the full engagement history of a contact before their discovery call.
  
  

You will not be handed a script or a list and will be expected to identify the signal, build the response, test what works and improve it continuously.

Requirements:

Essential

• 2 to 4 years of B2B demand generation, outreach experience, with a clear focus on building and optimising cadences rather than executing pre-built ones.
• Exceptional copywriting and communication skills writing personalised, professional emails that stand out in a crowded IT executive's inbox.
• Hands-on HubSpot Sales Hub proficiency: sequences, tasks, templates, workflows, contact lifecycle stages, engagement scoring and reporting.
• Process-driven with high organisational skills obsessed with clean data and respecting pipeline hygiene.
• Experience using intent data or GTM signal tools (ZoomInfo, Apollo, Cognism or equivalent) to prioritise and personalise outreach.
• Experience with LinkedIn Sales Navigator for buying committee mapping and social selling.
• Understanding of account-based marketing (ABM) principles and multi-stakeholder buying journeys.
• Comfortable working to conversion targets across funnel stages, not just activity volume metrics.
  
  

Highly Desirable

• Experience in B2B technology, IT services or cyber security environments.
• Direct ZoomInfo GTM experience: configuring intent signals, exporting to HubSpot and building workflows around signal triggers.
• HubSpot Academy certifications: Sales Hub, Inbound Sales or Marketing Hub.
• Familiarity with HubSpot Marketing Hub: workflows, smart lists, campaign reporting and website engagement tracking.
• Exposure to video prospecting tools such as Loom or Vidyard.