The Role
The B2B Marketing Director drives revenue growth through demand-generation programs, integrated marketing initiatives, cross-functional alignment, and budget management, while enhancing brand credibility and communication strategies.
Summary Generated by Built In
Summary/Objective:
The B2B Marketing Director is responsible for driving measurable revenue growth by aligning marketing strategy, brand positioning, and demand-generation programs with sales objectives. This role leads the planning and execution of integrated marketing initiatives that generate high-quality marketing-qualified leads (MQLs) and convert them into sales-qualified leads (SQLs) through campaigns, outbound engagement, and close collaboration with internal teams and external agencies.
Essential Functions:
1. Lead Generation & Pipeline Ownership
The B2B Marketing Director is responsible for driving measurable revenue growth by aligning marketing strategy, brand positioning, and demand-generation programs with sales objectives. This role leads the planning and execution of integrated marketing initiatives that generate high-quality marketing-qualified leads (MQLs) and convert them into sales-qualified leads (SQLs) through campaigns, outbound engagement, and close collaboration with internal teams and external agencies.
Essential Functions:
1. Lead Generation & Pipeline Ownership
- Own all top-of-funnel programs and channels driving MQLs/SQLs
- Ensure effective nurture, follow-up, and high-quality handoff to Sales
- Manage agencies supporting outbound, email, paid media, social, and events
- Monitor funnel performance and optimize conversion, velocity, and cost efficiency
- Develop marketing strategy, positioning, and value propositions
- Execute integrated campaigns that drive awareness, demand, and pipeline
- Maintain consistent brand messaging across all touchpoints
- Align with Sales, CRO, Marketing Team, Operations, and CS on pipeline goals and GTM execution
- Provide Sales with enablement content, insights, and tools
- Track marketing ROI, lead quality, and pipeline contribution
- Deliver clear reporting to leadership and optimize based on data
- Manage budget and direct spend toward revenue-driving initiatives
- Oversee agencies/vendors and develop a high-performing marketing team
- Set priorities, KPIs, and promote continuous improvement
- Build brand credibility through PR, content, thought leadership, and corporate communications
- Consistent increase in MQL-to-SQL conversion rates
- Marketing-sourced and influenced pipeline growth
- Improved lead quality and faster sales cycle velocity
- Strong alignment and satisfaction between Sales and Marketing
- Clearly reported ROI and efficient use of budget
- Elevated brand perception and market presence
Required Education and Experience
Education:
- Bachelor's degree in either Marketing or Communications
- 8+ years of B2B marketing experience, ideally with a 3PL, or SaaS, technology, or complex solution environments
- Proven track record of building and scaling lead generation engines that drive revenue
- Experience working with and managing agencies for demand generation, outbound calling, digital, and content
- Strong understanding of CRM systems (e.g., Salesforce, Pipedrive, HubSpot) and marketing automation tools
- Highly analytical mindset with the ability to use data to inform marketing and revenue decisions
- Exceptional collaboration and communication skills with experience partnering closely with Sales and executive leadership
- Experience in Logistics a plus
Core Behaviors:
Demonstrate to comply with Custom Goods’ Core Behaviors:
- Servant Leadership
- Passion for Excellence
- Integrity
- Resilient
- Intense Safety Focus
- Trust
AAP/EEO Statement: Custom Goods, LLC committed to providing equal employment opportunities to all employees and applicants without regard to race, religion, color, sex, national origin, citizenship status, uniform service member status, age, disability, sexual and gender orientation, genetic information or any other protected status in accordance with all applicable federal, state and local laws.
This commitment extends to all aspects of Custom Goods’ employment practices including, but not limited to, recruiting, hiring, promoting, transferring, compensation, benefits, training, leaves of absence, termination, and other terms and conditions of employment.
Top Skills
Hubspot
Pipedrive
Salesforce
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The Company
What We Do
Custom Goods is a full-service logistics company with a refined focus on Warehousing, Transportation, and Custom Examination Sites, with over 30 warehouses nationally. We are uniquely positioned to offer comprehensive logistics solutions with a personal touch. We serve our customers one shipment at a time by challenging ourselves to be the benchmark service provider of customized supply chain solutions with our strategic anchors: Data-Driven, Personal Touch, and Timely Customer Solutions. Our core values underpin us as individuals, and as a company, we place people at the center of all we do. We have established over 60 years of rich experience and deep relationships following these values. As a number one strategic partner, our customers benefit from our unrivaled dedication to customer excellence.
