Demand Generation Insights Analyst

Role Summary

The Demand Generation Insights Analyst, ABM & Strategic Deals is part of a newly formed Marketing Demand Strategy function responsible for developing data-informed marketing strategies that grow enterprise, high-value pipeline. This role owns the analysis of Bonterra’s account-based marketing (ABM) programs and large-deal pipeline: target account selection, account engagement, segment coverage, and marketing’s contribution to creating and accelerating high-value opportunities.

Working closely with the Manager, Marketing Demand Strategy, this analyst will turn account, engagement, and pipeline data into clear recommendations on which accounts to prioritize, which plays and touchpoints work, and where marketing investment yields the highest long-term value - with LTV/CAC by Business Unit as a key lens. This is a hands-on, learning-oriented role well suited to an analyst who wants exposure to enterprise go-to-market strategy.

Key Responsibilities

• Target Account & ICP Analysis. Support the definition and refinement of the Ideal Customer Profile (ICP) and tiered target account lists by Business Unit, using firmographic, product, intent, and historical win data.
• Large-Deal Pipeline Insights. Analyze pipeline creation, deal size, win rates, and sales-cycle length for strategic and enterprise opportunities; quantify marketing-sourced and marketing-influenced pipeline on large deals.
• Program & Play Effectiveness. Evaluate the impact of ABM plays and high-touch tactics by Business Unit, partnering with field, event, and program owners to understand what’s driving engagement and where to double down or pull back.
• LTV/CAC Model Support. Support the LTV/CAC-based campaign planning model by Business Unit with accurate account and segment-level inputs, including SFDC data pulls, ICP data QA, and segment-level LTV analysis.
• Sales Partnership. Partner with Sales, BDR, and Account Management teams to deliver account insights and prioritization that help them focus effort on the highest-value opportunities.
• Reporting & Operating Rhythm. Build and maintain recurring ABM and strategic-pipeline dashboards; contribute to the monthly review cadence with clear readouts that explain what moved and why.

Qualifications

Required

• Bachelor’s degree in business, economics, statistics, marketing, or a related quantitative field, or equivalent practical experience.
• 0+ years of experience in marketing analytics, sales/revenue operations, business analysis, consulting, or a similar data-focused role (internships and relevant academic projects count).
• Strong spreadsheet skills (Excel or Google Sheets), including pivot tables, lookups, and building simple models.
• Interest in B2B go-to-market strategy and a basic understanding of how complex, multi-stakeholder sales work.
• Clear written and verbal communication; comfortable presenting findings to sales and marketing stakeholders.
• Curiosity, attention to detail, and a bias toward asking “why” and “so what.”

Nice to have

• Experience with Salesforce (SFDC) account, opportunity, and campaign data.
• Exposure to ABM or intent-data platforms (e.g., 6sense, Demandbase, Bombora) or data enrichment tools (e.g., ZoomInfo, Clay).
• Working knowledge of SQL; exposure to dbt or similar data pipelines.
• Experience with a BI tool such as Quicksight, Power BI, or Looker.
• Familiarity with the nonprofit, social impact, or public-sector market.

What Success Looks Like

Within the first 6–12 months, a strong analyst in this role will show:

• Fluency in the account-level levers. Develops a tactical understanding of what moves large deals forward - in-person meetings and events, executive engagement, buying-group coverage, account & segment selection - not just the roll-up metrics.
• Explains the why. Moves beyond reporting numbers to explaining why accounts and deals moved and what to do about it, framed against long-term growth rather than short-term metric management.
• Revenue-quality judgment. Internalizes that not all revenue is created equal - considering deal size, retention and expansion potential, and revenue type (e.g., AI, PLG, sales-led) when prioritizing accounts and programs.
• Trusted by Sales. Becomes a credible partner to sales and account teams, bringing account insights they find genuinely useful.
• Proactive insight and growing independence. Surfaces risks and opportunities in strategic pipeline before being asked and increasingly makes sound judgment calls when data is incomplete.