Marketing Manager · B2B SaaS · Seattle

Demand generation that sales actually thanks you for.

I'm Jordan Lee. For eight years I've built pipeline for B2B software companies: launches, account-based programs, and content engines, measured on revenue, not impressions.

See the campaignsContact
$14MMarketing-sourced pipeline, last 24 months
38%Of Q3 pipeline from one product launch
+120%Organic traffic growth in 12 months
$1.1MClosed-won from the enterprise ABM pilot

About

Marketing with a number attached

I run the marketing team at Lumen Analytics, a 140-person analytics software company selling to mid-market and enterprise operations teams. Six people, a $1.8M budget, and one job: fill the pipeline with deals sales can close.

Before that I ran demand generation at a Series B logistics platform and started out in paid media at an agency, which is where I learned to treat every dollar as a bet that has to be measured.

I'm the person who builds the dashboard before the campaign, writes the brief sales can repeat, and kills the channel that isn't working even if it's the one I like.

How I decide what to run

  1. Start from the revenue target and work backwards to the funnel.
  2. One clear message per campaign. Sales must be able to repeat it.
  3. Pilot small, measure to closed-won, then scale what pays.
  4. Report pipeline and ROAS, not clicks.

Campaigns

Three campaigns, measured to revenue

What the goal was, what we ran, and what it produced. Numbers rounded, attribution as reported to the board.

01 · PRODUCT LAUNCH

Insights 3.0 launch

Lumen Analytics · 10-week integrated campaign · $220K spend

The biggest release in the company's history was landing in a quarter where pipeline was behind plan. We built the launch around one promise ("see every bottleneck in one view"), a live demo event, a 14-piece content series, and coordinated paid, email, and partner channels around a single week.

The demo event alone drew 2,400 registrants. Sales got a one-page talk track and a demo script the week before launch, so every conversation told the same story.

2,400Event registrations
38%Of Q3 pipeline
$4.6MPipeline sourced
LAUNCH FUNNEL Registrants · 2,400 Attended · 1,310 MQLs · 640 SQLs · 148 Won · 19
Pipeline reported at SQL stage. 19 deals closed within two quarters.
02 · ACCOUNT-BASED MARKETING

Enterprise ABM pilot

Lumen Analytics · 62 target accounts · 2 quarters · $90K spend

Enterprise deals were taking 9 months and starting cold. With sales we picked 62 accounts that matched our best customers, built account-specific pages and ad creative for each, and paired every account with an SDR sequence that referenced the same content.

The point was not reach. It was making sure the 300 people who mattered saw the same three messages in the same six weeks.

19First meetings booked
5Closed-won deals
$1.1MNew ARR
62 ACCOUNTS · ENGAGEMENT TIER Engaged46 Meeting19 Opportunity11 Closed-won5 Sales cycle on won deals: 5.5 months vs 9-month average
Pilot was approved for 200 accounts the following quarter.
03 · CONTENT & SEO

The content engine

Lumen Analytics · 12 months · 2 writers + 1 designer

Organic traffic was flat and 80% of it was branded search. We rebuilt the blog around the 40 questions prospects asked sales most often, published two deep pieces a week, and turned the best into tools and templates that earned links on their own.

Every piece ships with a conversion path: a template, a calculator, or a demo request that matches the reader's stage.

+120%Organic traffic, 12 months
14Target keywords in top 3
31%Of inbound demos from organic
ORGANIC SESSIONS PER MONTH 18kQ1 24kQ2 31kQ3 40kQ4
Branded share of organic fell from 80% to 44% as non-brand traffic grew.

Channels & tools

What I run, and what I run it on

Paid acquisition

Google, LinkedIn, and review-site campaigns managed to pipeline cost, not CPL. Blended ROAS 3.2x.

Account-based marketing

Tiered account programs with sales, from 1:1 enterprise plays to 1:many mid-market sequences.

Content & SEO

Question-led editorial, tools and templates, and conversion paths matched to funnel stage.

Lifecycle & email

Nurture, onboarding, and expansion sequences in HubSpot, tested monthly and pruned quarterly.

HubSpotSalesforceGoogle AdsLinkedIn Campaign ManagerGA4SemrushWebflowFigmaLooker Studio6sense

Experience

Eight years in B2B

2022 — Present

Marketing Manager

Lumen Analytics · Seattle, WA
  • Lead a team of six across demand gen, content, and marketing ops with a $1.8M annual budget.
  • Grew marketing-sourced pipeline 41% year over year; 44% of new ARR is marketing-sourced.
  • Launched Insights 3.0, the ABM program, and the content engine described above.
2019 — 2022

Demand Generation Lead

Freightline (Series B logistics SaaS) · Seattle, WA
  • Built the demand function from one person to three; took inbound demos from 40 to 210 a month.
  • Owned paid media, webinars, and the HubSpot–Salesforce handoff with sales.
2018 — 2019

Paid Media Specialist

Northstar Digital (agency) · Portland, OR
  • Managed $2M in annual ad spend across eight B2B clients; certified in Google Ads and Analytics.
Education

B.A., Communication & Business Minor

University of Washington

Contact

Need pipeline next quarter?

I'm open to Senior Marketing Manager and Head of Demand Generation roles, and to advising early-stage B2B teams on their first launch or ABM program.

SEASeattle, Washington · hybrid or remote
INlinkedin.com/in/jordanlee-b2b
24HI reply within a business day