Director, Customer Demand Generation (Small Business Segment)

Job ID
US-CA-San Jose

About the Job



8x8 is looking for a rock star customer marketing professional to lead and execute demand generation and marketing programs across our small business customer base to support our goals for upsell, cross-sell, retention and adoption initiatives.  This is a highly visible role that will work across numerous departments and have a direct impact on accelerating growth of the business. 


In this role you will become the expert of who our customers are, knowing intimately the in’s and out’s of our customers’ behaviors and what signals indicate possible lifecycle changes (e.g. upsell, churn).  You will leverage these insights to create highly targeted campaigns to drive upsell and cross-sell demand generation across our current small business customer base.  You must have a passion for data analytics and ability to interpret data to understand root drivers of customer behavior.  You must also be able create compelling messaging and articulate value propositions to our customers in the campaigns you develop. 


You will be joining a high energy and incredibly self-driven team of marketing professionals.  We love what we do, we have a passion and curiosity for understanding our prospects and customers, and we know how to have fun after a productive work week.  



  • Own the customer marketing strategy and execution around upsell, cross-sell, and adoption for the small business segment
  • Responsible for demand generation across our small business install base, working closely with our Account Management sales team
  • Create highly targeted campaigns for adoption, cross-sell, and upsell that are measured against KPIs/ROI and undergo constant A/B testing
  • Be the expert in small business customer data to identify behaviors that indicate possible lifecycle changes (e.g., churn, stickiness, propensity to upsell, healthy customer KPIs)
  • Manage development of assets (e.g. emails, infographics) for customer demand generation campaigns
  • Establish key relationships cross-functionally with Sales, Sales Ops, Product Management, Product Marketing, and the Business Analytics team to identify and leverage key drivers of customer lifecycle changes into business development opportunities
  • Drive a comprehensive set of event, content syndication and digital marketing programs which includes integrated marketing campaigns
  • Work with Marketo and Salesforce to ensure leads are tracked and campaigns are executed and tracked successfully. Help optimize lead scoring and nurturing models with Marketo




  • 5+ years’ experience in customer marketing, demand generation, or other similar marketing experiences in a B2B space
  • BA/BS degree with an emphasis in Marketing, or Business, MBA a plus
  • Proven track record of creating and executing highly successful marketing campaigns
  • Strong business acumen, as well as strong analytical and strategic thinking abilities to draw conclusions based on data
  • Experience with SFDC and Marketo with lead generation, scoring, nurturing, and reporting
  • Strong project management skills with the ability to juggle multiple projects and consistently meet deadlines and objectives
  • Excellent written and verbal skills and strong attention to detail
  • A strong track record marketing program execution, social media, marketing automation, and event management.
  • Comfortable working in a demanding, dynamic and fast-paced environment.
  • A great attitude, high energy and a desire to take a fast growing company to the next level.


About the Company


8x8, Inc. (NYSE: EGHT) ​is the trusted provider of secure and reliable enterprise cloud communications solutions to more than 45,000 businesses operating in over 100 countries across six continents. 8x8's out-of-the-box cloud solutions replace traditional on-premises PBX hardware and software-based systems with a flexible and scalable Software as a Service (SaaS) alternative, encompassing cloud business phone service, contact center solutions, and conferencing. 


​In today’s competitive market 8x8 continues to deliver service excellence, with a consistent, innovative, cohesive, progressive and dynamic culture.


For additional information, visit, or connect with 8x8 on LinkedIn,

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Additional Information

8x8 is proud to provide equal employment opportunities (EEO) to all employees and applicants for employment without regard to race, color, religion, sex, national origin, age, disability or genetics.


For 8x8 jobs located in the US: 8x8 participates in the E-Verify program.
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