Demand Generation Specialist – EdTech / Education Industry

Job Summary

We are seeking a results-driven Demand Generation Specialist with experience in the Education, EdTech, eLearning, or Digital Learning industry. The ideal candidate will be responsible for developing and executing multi-channel demand generation strategies to drive qualified pipeline, increase brand awareness, and support revenue growth across schools, universities, publishers, learning platforms, and corporate learning organizations.

The role requires expertise in inbound and outbound marketing campaigns, lead nurturing, account-based marketing (ABM), marketing automation, content-driven campaigns, and collaboration with sales teams to generate high-quality leads and accelerate conversions.

Key Responsibilities

• Develop and execute demand generation campaigns targeting the Education and EdTech market.

• Generate qualified leads and marketing pipeline through email campaigns, webinars, paid campaigns, LinkedIn outreach, SEO, content syndication, and events.

• Create and optimize lead nurturing workflows and drip campaigns using marketing automation platforms.

• Collaborate closely with Sales, SDR, and Business Development teams to improve lead quality and conversion rates.

• Build and manage Account-Based Marketing (ABM) campaigns for universities, schools, publishers, educational institutions, and learning solution providers.

• Analyze campaign performance, marketing funnel metrics, CPL, CAC, MQL-to-SQL conversion, and ROI.

• Manage inbound and outbound demand generation initiatives for EdTech products, learning platforms, accessibility solutions, digital content services, or educational technology solutions.

• Conduct market research to identify target accounts, buyer personas, industry trends, and competitor activities.

• Work with content and product marketing teams to develop whitepapers, case studies, webinars, email content, landing pages, and thought leadership assets.

• Optimize campaigns across channels including LinkedIn, Google Ads, email marketing, webinars, and partner marketing programs.

• Maintain CRM and marketing automation data hygiene and reporting accuracy.

• Support virtual and in-person industry events, conferences, and education-focused campaigns.

Required Skills & Qualifications

• Bachelor’s degree in marketing, Business, Communications, Education, or related field.

• 3+ years of experience in Demand Generation, Growth Marketing, Digital Marketing, or Lead Generation within the Education, EdTech, eLearning, or SaaS industry.

• Strong understanding of the Education technology ecosystem and buyer personas including K-12 institutions, Higher Education, Universities & Colleges, Educational Publishers, Learning & Development organizations, and Accessibility and Digital Learning providers.

• Experience with CRM and marketing automation platforms such as HubSpot, Marketo, Pardot, Salesforce, and Zoho CRM.

• Expertise in email marketing, lead nurturing, ABM campaigns, webinar marketing, LinkedIn campaigns, SEO/SEM, content marketing, and funnel optimization.

• Strong analytical and reporting skills using tools such as Google Analytics, Looker Studio, Tableau, or Excel.

• Excellent communication, stakeholder management, and campaign execution skills.

Preferred Qualifications

• Experience marketing EdTech, eLearning, accessibility, digital publishing, or instructional design solutions.

• Knowledge of education procurement cycles and institutional buying processes.

• Experience generating pipeline for B2B SaaS or enterprise education solutions.

• Familiarity with accessibility standards, digital learning transformation, or AI-driven learning solutions is a plus.

• Experience supporting North America, EMEA, or global education markets.