GTM Lead

GTM Lead (B2B Demand Generation Lead)

Location: London office, with up to two days per week working from home

Salary: From £80,000, depending on experience

About the opportunity

A growing UK-based digital healthcare provider is expanding its business-to-business offering. With technology and clinical services in place, the focus is on building a stronger, more consistent pipeline of commercial opportunities.

You’ll generate interest among HR and People leaders, insurers, employee benefits providers and employers of different sizes. As virtual and hybrid healthcare continues to grow, you’ll help the business reach new customers and partners.

The role

You’ll own B2B lead generation from research and planning through to campaign delivery and reporting. This is a hands-on role: you’ll create content and sales materials, manage the CRM, build automated go-to-market sequences, run campaigns and experiments, and bring in agency or freelance support when useful.

You’ll explore a range of routes to market, from automated outreach to industry events. You’ll be encouraged to test ideas, learn from the results and invest in the approaches that work.

Key responsibilities

• Research buying committees and decision-making processes across insurers, private medical insurers, benefits providers, large employers and SMEs.
• Use buyer research to refine the company’s proposition, positioning and messaging for different audiences.
• Create and launch content, copy and campaign materials that speak to each segment.
• Develop and test channel ideas, including outbound campaigns, broker and consultant partnerships, LinkedIn, industry events and referrals.
• Build repeatable lead-generation channels, assess their performance and scale the strongest ones.
• Generate qualified leads and meetings for the Sales team.
• Build and improve lead-nurture processes, including CRM workflows, sequences and basic automation.
• Create sales materials such as pitch decks, one-page overviews and case studies.
• Present clear monthly plans and report on campaign performance and return on investment.
• Track key objectives and metrics, sharing what is working and where changes are needed.

What you’ll bring

You don’t need to meet every point. Strength in one or two areas, along with a willingness to learn, could be a good fit.

• B2B channel experimentation: You’ve tested and developed lead-generation approaches for complex sales, using research, data and good judgement to decide what to try next.
• Customer discovery and positioning: You can interview buyers, uncover useful insights and turn them into messaging that speaks to their needs and decisions.
• Hands-on delivery: You’re comfortable building and running campaigns yourself. This could include writing outreach, setting up automation, creating CRM workflows, developing partner programmes or producing sales materials.
• Relevant stage experience: You’ve helped take a channel from early testing to a repeatable approach in a B2B business with multiple decision-makers. Experience in healthcare technology, SaaS or another regulated sector would be useful.
• Commercial understanding: You understand enterprise sales cycles and the difference between a lead and a qualified opportunity. You can work closely with Sales and develop case studies or ROI models that support commercial conversations.

Why join

You’ll work closely with senior leaders and have visible influence on revenue growth. You’ll have ownership from day one and the opportunity to shape the lead-generation systems and processes as the business grows.

This role will suit someone who enjoys taking initiative, solving problems and being accountable for results.