The Ideal B2B Demand Gen Team Structure

Published

January 24, 2023

Updated

Kevin Lord Barry

Co-Founder, Right Percent

A high-performing B2B demand gen team starts with a Marketing Lead who understands both distribution and nurture channels. You then need distribution channel experts (e.g., paid search, social, SEO) and nurture specialists (like email marketing, content). Finally, marketing support handles operations, engineering, and creative—ensuring every stage of the funnel is optimized for growth.

Kevin Lord Barry

Co-Founder, Right Percent

Kevin Lord Barry co-founded Right Percent, a Right Side Up venture that focuses on scaling fast-growing B2B companies in every vertical. Over the past 10 years, he’s managed millions in ROI-positive ad spend for brands like DoorDash, Zenefits, Masterclass, Segment, OnDeck, and more.

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