Senior Principal Demand Generation - Expansion
ZoomInfo · Waltham, MA
Posted today
Account Growth: you grow customers the company already has (upsell, cross-sell, renewals).
- Pay (base or OTE?)
- $151K–$237K
- OTE
- Not disclosed
- Quota attainment
- Not disclosed
- Posted
- 3h ago
Why it matters: OTE tells you what you could earn. Attainment tells you how realistic it is.
Ask: “What percentage of fully ramped reps hit quota last year?”
Still open · checked 2h agoon ZoomInfo's careers page
The job
- What you'd do
- Plan and run marketing campaigns, mostly on LinkedIn, aimed at sales, operations, and marketing leaders at existing customers. You'll also be on the hook for the deals and revenue those campaigns bring in.
- What you'd sell
Helps sales teams find the right people to call
When a sales rep needs to reach the right people at a company, they usually research each name and email address by hand. The problem is, that eats hours every day, and the contacts they dig up are often out of date. ZoomInfo keeps a large, searchable list of business contacts and company details, so reps can find the right person in a few clicks and spend more time in real conversations.
In plain English, from their own job posts. Something wrong? Tell me · More Sales & marketing companies →
- Who you'd sell to
- Sales, operations, and marketing leadersIn their words: “selling to sales, operations, and marketing leaders”
- Where deals come from
- A mix. Some leads come to you, some you find yourself.
The Braun Read
Ask hard questionsToo much is left unsaid. Make them answer before you invest.
- Pay
- Base is listed but not OTE. Ask what the variable is and how many people hit it.
- Transparency
- Says nothing about quota, attainment, deal size, territory or sales cycle. Ask about all five.
- Time on market
- Brand new.
- Company hiring
- Ramping up: posted 10 sales roles in the last 30 days.
Red lights
None spotted.
Yellow lights
- Base or OTE? Ask. They posted a number but didn't say if it's base salary or total pay with commission. It's high for a base, so ask which it is.
Green lights
None spotted.
Based only on what the posting says. Lights are a starting point for your first call, not a final judgment.
Questions to ask on the first call
Built from what this posting leaves out. How they answer tells you as much as what they say.
- 1.
What percentage of fully ramped reps hit quota last year?
OTE is what you could earn. This is how likely you are to earn it.
- 2.
What percentage of reps on the team have been here more than 18 months?
Tenure shows whether people stay long enough to get paid.
- 3.
Has the comp plan changed in the last 12 to 18 months? What changed?
A plan that changes every year means the goalposts keep moving.
- 4.
Who sits with reps and reviews calls each week?
Coaching is often what's behind a good or bad attainment number.
- 5.
Got an offer from ZoomInfo? Not sure about it?Ask me. I read every message myself. · JoshAsk Josh
Rather talk it through? Call or text me: 954-695-0844 (text)
Full posting
ZoomInfo is where careers accelerate. We move fast, think boldly, and empower you to do the best work of your life. You’ll be surrounded by teammates who care deeply, challenge each other, and celebrate wins. With tools that amplify your impact and a culture that backs your ambition, you won’t just contribute. You’ll make things happen fast.
ZoomInfo is hiring a Senior Principal, Demand Generation to own demand strategy for our existing business, selling to sales, operations, and marketing leaders. This is a value-driven role—not a lead-volume role. You’ll build integrated, multi-channel campaigns around what buyers care about, with LinkedIn Ads as a core channel for reaching and engaging the right audiences.
You’ll bring Sales, RevOps, Content, Product Marketing, and Website teams together around one plan. When the business commits to a growth target, you’ll translate it into a demand strategy the R&G team can execute—and own the qualified pipeline and revenue outcomes.
What You’ll Do
- Own the demand plan and pipeline number for existing business. Set strategy for our sales, operations, and marketing personas, and carry the qualified pipeline and revenue targets. Lead volume alone is not the measure of success.
- Set account strategy with R&G, Finance, and RevOps. Align on priority accounts, buying groups, and segmentation, then build and execute campaigns against them.
- Lead demand creation across channels, with deep expertise in LinkedIn Ads. Plan, launch, and optimize LinkedIn campaigns as part of an integrated mix spanning paid media, events, content, and partnerships. Own campaign messaging and ensure it stays consistent across touchpoints.
- Bring strategic depth to LinkedIn Ads. Structure campaigns around the audience and business objective—such as persona, account tier, buying-group role, funnel stage, or content theme. Select and use appropriate ad formats, explain the trade-offs, and match creative and offers to the audience and goal.
- Run LinkedIn campaigns that do more than create awareness. Use the channel to engage target accounts and buying groups, support demand creation and progression, and contribute to qualified pipeline and revenue. Measure performance beyond impressions and clicks, and optimize based on business outcomes.
- Own the investment case. Recommend where the demand budget goes, defend decisions with performance data, and reallocate spend as results indicate.
- Build and execute ABM for strategic accounts. Partner directly with the Account Management team to help expand and accelerate pipeline.
- Market to the customer base. Execute campaigns that support adoption of new product features and launches.
What You Bring
- 6+ years in B2B demand generation or integrated campaigns, ideally in SaaS, at a senior individual-contributor or leadership level.
- Direct accountability for a qualified pipeline or revenue target.
- Experience developing targeted account strategies and engaging buying groups through complex buying processes.
- Experience marketing to sales and marketing leaders and running demand in more than one market.
- Expert-level LinkedIn Ads experience. You can describe the campaign structures you’ve used and why—for example, organizing by persona, account segment, funnel stage, objective, or content theme. You’re familiar with LinkedIn ad formats and can explain which you’ve used, what tends to work best for different audiences and goals, and how you evaluate performance.
- A demand-oriented approach to paid social. You know how to use LinkedIn Ads as part of a broader strategy—not just as an awareness channel. You can connect targeting, creative, spend, and optimization to buyer engagement, qualified pipeline, and revenue.
- Strong command of pipeline metrics and attribution. Fluent in Salesforce, HubSpot or Marketo, LinkedIn Ads, and a tool such as Dreamdata.
- A commercial mindset: you understand how demand creation converts into pipeline and revenue, and you manage to those outcomes.
- Curiosity about AI and hands-on interest in testing how it can improve audience building, content, and campaign execution.
#LI-AP3
#LI-Hybrid
Actual compensation offered will be based on factors such as the candidate’s work location, qualifications, skills, experience and/or training. Your recruiter can share more information about the specific salary range for your desired work location during the hiring process. We want our employees and their families to thrive.
In addition to comprehensive benefits we offer holistic mind, body and lifestyle programs designed for overall well-being. Learn more about ZoomInfo benefits here.
Below is the US base salary for this position. Additional compensation such as Bonus, Commission, Equity and other benefits may also apply.
$150,850-$237,050 USD
About us:
ZoomInfo (NASDAQ: GTM), the all-in-one AI GTM platform, enables sales, marketing, and customer success teams to execute their go-to-market strategy with confidence. Powered by the industry's most comprehensive B2B data, including more than 100 million companies, 500 million contacts, and billions of signals, ZoomInfo delivers the intelligence, automation, and integrations that modern revenue teams need to identify, engage, and convert their best buyers.
ZoomInfo is committed to protecting your privacy when you apply for jobs with us. Please review our Job Applicant Privacy Notice for more details on how we handle your personal information.
ZoomInfo may use a software-based assessment as part of the recruitment process. More information about this tool, including the results of the most recent bias audit, is available here.
ZoomInfo is proud to be an equal opportunity employer, hiring based on qualifications, merit, and business needs, and does not discriminate based on protected status. We welcome all applicants and are committed to providing equal employment opportunities regardless of sex, race, age, color, national origin, sexual orientation, gender identity, marital status, disability status, religion, protected military or veteran status, medical condition, or any other characteristic protected by applicable law. We also consider qualified candidates with criminal histories in accordance with legal requirements.
For Massachusetts Applicants: It is unlawful in Massachusetts to require or administer a lie detector test as a condition of employment or continued employment. An employer who violates this law shall be subject to criminal penalties and civil liability. ZoomInfo does not administer lie detector tests to applicants in any location.