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Demand Generation Team

Bynry Demand Generation Team - FAQ Document

This FAQ document is intended to support internal team members and new hires working in the Demand Generation function for Smart360 at Bynry, a B2B SaaS company. It covers team roles, tools, strategy, processes, and metrics in detail.



1. What is the structure of the Demand Generation team at Bynry?

The Demand Generation team is structured to support full-funnel marketing operations, combining strategic thinking with tactical execution. It includes a Growth Marketing Lead overseeing strategy, a GTM (Go-To-Market) Engineer managing marketing ops and analytics, Content Marketers handling content creation and distribution, SDRs focusing on outbound prospecting and lead qualification, and Performance Marketers working on paid campaigns and retargeting. This cross-functional team works closely with Sales, Product Marketing, and RevOps.



2. What are the core responsibilities of each role in Demand Gen?

  • Growth Marketing Lead: Owns strategy, KPIs, and alignment across functions.

  • GTM Engineer: Sets up workflows, lead routing, marketing automation, attribution models.

  • Content Marketer: Writes blog posts, whitepapers, social copy, and email sequences.

  • SDRs (Sales Development Representatives): Conduct outbound prospecting via LinkedIn, email, and calls, qualify leads.

  • Performance Marketer: Manages paid campaigns (Google, LinkedIn), retargeting, and SEO.



3. What KPIs does each role in the Demand Gen team own?

  • Growth Lead: Pipeline generated, CAC, marketing ROI

  • GTM Engineer: Marketing attribution accuracy, workflow uptime

  • Content Marketer: Content engagement (CTR, shares), lead gen via gated assets

  • SDRs: Meetings booked, response rates, SQLs generated

  • Performance Marketer: CPL, ROAS, impression-to-lead ratio



4. What are the core values and team culture we follow in Demand Gen?

We value speed, experimentation, and transparency. Team members are encouraged to test ideas quickly, learn from failures, and share findings openly. We rely on data to drive decisions but leave room for creativity. Everyone is empowered to suggest improvements and question the status quo.



5. What current roles are open in the Demand Gen team?

Currently open roles include:

  • GTM Engineer (focus: workflow automation, HubSpot integrations)

  • Content Marketer (focus: B2B thought leadership, SEO)

  • SDR - USA market (focus: outbound calls, email, LinkedIn outreach)



6. What’s the hiring plan for the next 6 months?

We plan to double the size of our demand generation team, especially to support U.S. market expansion. Key hires include paid media specialists, additional SDRs, and regional content leads. We also plan to introduce an intern program for marketing operations and writing.



7. How does the onboarding process work for new hires in Demand Gen?

New hires go through a 30-60-90 day onboarding program:

  • Day 1-30: Tool access, internal training, team introductions, ICP review

  • Day 31-60: Small tasks, ownership of one campaign or segment

  • Day 61-90: Full ownership of a channel, sequence, or funnel stage



8. What does the training roadmap look like for new Demand Gen hires?

Our training includes:

  • Product knowledge via internal docs and demos

  • HubSpot, GA4, LinkedIn Ads tutorials

  • Messaging workshops

  • Role shadowing (for SDRs)

  • Bimonthly sessions on experimentation and reporting



9. Who is the Ideal Customer Profile (ICP) for Smart360?

Our ICP includes mid-sized utility providers in North America, APAC, and the Middle East, serving 25K-250K connections. The key buyer personas are Utility GMs, Operations Managers, and IT heads. They are digitally maturing and seek solutions for billing, asset tracking, and customer service automation.



10. Where can I find the latest version of the ICP and buyer personas?

All updated ICP documents and personas are stored in the shared Demand Gen folder in Google Drive > ICP Docs. They are reviewed and updated quarterly based on feedback from sales and CS.



11. What are the stages of our sales funnel?

  • Lead: Form fills, webinar signups

  • MQL: Meets ICP and intent criteria

  • SQL: Accepted by Sales after SDR qualification

  • Opportunity: Demo completed, high interest

  • Closed-Won/Lost: Final decision by buyer



12. How does lead scoring work at Bynry?

Lead scoring combines demographic (company size, region, industry) and behavioral (site visits, form fills, content views) data. HubSpot assigns scores based on these criteria and passes only those above the MQL threshold to SDRs.



13. What’s our tone of voice for outreach and brand content?

Our tone is professional but friendly. We aim to be clear, helpful, and value-driven. Avoid heavy jargon; instead, emphasize results and use customer-centric language.



14. Where can I find visual brand guidelines and ad templates?

Our visual brand guidelines are available in the Design > Brand Assets folder. This includes logo usage, brand colors (HEX codes), typography, and templates for Google/LinkedIn ads and one-pagers.



15. What landing pages are live, and how are they optimized for SEO?

Key live pages include:

  • Smart360 Product Overview

  • SmartBilling Module

  • Contact Us All follow on-page SEO best practices: H1/H2 tagging, meta descriptions, image alt texts, and internal linking. GA4 and Hotjar track engagement.



16. What are our top current demand gen campaigns?

  • Digital Utility Webinar Series

  • Smart360 for Small Utilities Campaign

  • Field Service Automation Lead Magnet Each campaign has tailored landing pages, gated content, and retargeting ads.




17. What are the standard outbound sequences for SDRs?

Our sequences follow an 8-step structure over 14 days:

  • Email 1 > LinkedIn Connect > Email 2 > Call 1 > Email 3 > LinkedIn Message > Call 2 > Breakup Email Sequences are customized by persona and industry.



18. What templates are approved for outbound outreach?

Email and LinkedIn message templates are stored in HubSpot under Sequences > Smart360 Outbound. These include tested subject lines, value props, and CTA formats.



19. How is our audience segmented for outbound campaigns?

Segments are built using firmographic (industry, region, company size) and technographic (existing systems) filters. Each segment has tailored value propositions and CTAs.



20. What are our core content themes for the quarter?

  • Future of Digital Utilities

  • SmartBilling & Customer Experience

  • Compliance & Risk Reduction Themes are aligned with product launches and buyer journey stages.



21. What are strong examples of CTAs in our campaigns?

  • "Book a personalized demo"

  • "Download the utility transformation guide"

  • "Join our live product webinar" Strong CTAs are action-oriented and match the content's intent.



22. What events are we planning or attending this quarter?

  • DistribuTECH 2025

  • Utility Digital Leaders Webinar

  • APAC Smart Utility Virtual Summit We run pre-event, during-event, and post-event campaigns.



23. How do we use AI tools like Mazic or AI SDRs in demand gen?

Mazic is used for content generation (first drafts, ideas), while Lovable and AI SDR tools help generate outbound copy, structure sequences, and enrich contact data. Survey tools automate feedback collection from landing pages.



24. How can team members suggest improvements to campaigns or workflows?

Suggestions can be shared in the #growth-feedback Slack channel or submitted via our Airtable form. Feedback is reviewed in biweekly growth meetings.



25. What dashboards and reports are available to track campaign performance?

We use:

  • HubSpot for MQLs, email engagement

  • GA4 for web traffic and goals

  • Looker for SQL, Opportunity tracking, CAC Reports are reviewed weekly and shared with leadership monthly.




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