B2B Marketing Generalist

### **Job Information** Date Opened 31/05/2026 Job Type Full time Industry Marketing Work Experience 4\-5 years City Haryana Province Gurgaon Country India Postal Code 122001 ### **Job Description** Build Kraftshala’s account\-based growth engine from scratch \- owning ABM/ABX, recruiter pipeline generation, CRM workflows, outbound campaigns, and B2B content for the companies we most want hiring our students. We’re looking for a systems\-oriented B2B marketer who can independently drive strategic account engagement and influence real commercial outcomes, not just marketing metrics. *Location: Gurgaon* **The Short Version** **What the role is about:** Kraftshala’s B2B motion has largely been product differentiation\-led and relationship\-led. This role exists to build a structured, account\-focused engine that turns our placement credibility into a consistent recruiter partnership pipeline \- without relying only on warm introductions. You’ll own account\-based engagement, outbound campaigns, CRM workflows, recruiter\-focused content, and pipeline influence across a focused set of strategic accounts spanning network agencies, FMCG, BFSI, and D2C brands. **What this role is not:** This is not a brand manager role. It's not event\-heavy. It's not about awareness at scale. The job is precise, systematic, and account\-focused \- getting the right 100\-150 companies to know Kraftshala, trust Kraftshala, and hire from Kraftshala. **Why you should apply:** * You enjoy building systems instead of managing campaigns in isolation * You want marketing efforts to influence real business outcomes * You’re excited by ABM/ABX, pipeline generation, CRM workflows, and strategic account engagement * You prefer high\-ownership environments where strategy and execution go hand in hand **About us:** Kraftshala is India’s largest skilling institution in terms of marketing placements, with a 94% placement rate, and we are gunning to become the world’s largest career launchpad across domains. We’re backed by a number of eminent investors, including ex\-unicorn startup founders and CXOs of global giants like RedBus, NoBroker, Nestlé, and Performics. **The Detailed Version** Kraftshala is looking for a B2B Marketing Generalist to build and operationalize a focused account\-based growth engine for our recruiter partnerships function. Over the last few years, Kraftshala’s placement outcomes have been driven largely through product differentiation and relationship\-led growth. We now want to build a more structured, repeatable, and insight\-driven B2B motion that strengthens engagement with the companies we most want hiring our students. This role will sit at the intersection of B2B marketing, demand generation, account\-based marketing (ABM/ABX), recruiter partnerships, CRM management, outbound growth, marketing operations, and pipeline generation. The ideal candidate is someone who can think strategically while operating hands\-on \- someone who enjoys building systems, maintaining operational rigor, and measuring whether marketing is genuinely influencing commercial outcomes. Specific responsibilities will include: **1\. Account\-Based Experience (ABX)** * Maintain and manage a tiered target account list (100\-150 accounts across Network agencies, FMCG, BFSI and D2C majors) * Design account\-specific engagement sequences — not spray campaigns, but content, outreach, and touchpoints that feel relevant to a P\&G talent head or a marketing leader at a D2C brand scaling to business leaders at network agencies * Coordinate with the placements team to identify warm signals (who's hiring, which accounts placed our students, where alumni are) and convert those into marketing moments * Track account engagement and progression; know which accounts are cold, warming, and ready for a BD conversation **2\. Pipeline generation** * Own MQL to SQL handoff with the placements/BD team \- define what "ready for conversation" looks like and build the CRM workflow to surface it * Run targeted outbound campaigns (LinkedIn, email) to senior stakeholders at target accounts \- Talent Acquisition leads, Marketing Heads, CHROs, and Founders * Measure contribution to placement pipeline, not just vanity metrics **3\. Content \& thought leadership (for B2B audiences)** * Create content specifically for the hiring side \- placement outcome reports, talent briefs, case studies of companies that have hired Kraftshala grads * Manage Kraftshala's LinkedIn presence for the B2B persona \- positioning Kraftshala as the highest\-signal source of entry\-level marketing and sales talent * Support leadership visibility in circles where hiring decisions get made (LinkedIn, industry events, communities) **4\. CRM \& marketing ops** * Own the B2B CRM \- account records, contact data, engagement tracking, pipeline reporting * Build and maintain outreach workflows, contact lists, and campaign automations * Create dashboards that give the leadership team a clear view of account coverage, engagement, and pipeline health **What success looks like in year one** * Target account list defined, tiered, and actively worked \- with clear coverage across Tier 1 and Tier 2 accounts * Outbound sequences running with measurable open/response rates above industry baseline * CRM hygiene in a state where leadership can trust the data * At least 20–30% of new placement partnerships are attributable to ABX\-sourced engagement * A B2B content calendar that's actually being executed, not just planned **Top Grading*** **Ownership \& Accountability:** An A\-player independently drives the entire B2B motion forward and solves operational gaps proactively, whereas a B\-player waits for direction or escalation before taking action. * **Systems Thinking:** An A\-player builds repeatable workflows, scalable outreach systems, and structured account processes, whereas a B\-player relies on fragmented one\-off efforts. * **Commercial Orientation:** An A\-player constantly measures whether marketing is influencing recruiter partnerships and placement outcomes, whereas a B\-player focuses primarily on vanity metrics. * **Execution Intensity:** An A\-player can simultaneously think strategically and execute consistently without losing momentum, whereas a B\-player excels at planning but struggles with sustained execution. * **Communication \& Writing:** An A\-player writes clearly, credibly, and contextually for senior business stakeholders, whereas a B\-player communicates generically or without strategic nuance. * **CRM \& Operational Discipline:** An A\-player treats CRM hygiene and reporting accuracy as core business infrastructure, whereas a B\-player sees them as secondary administrative tasks. * **Adaptability \& Resourcefulness:** An A\-player is comfortable operating as a single\-person function and finding ways to move work forward independently, whereas a B\-player depends heavily on large teams or established structures. **Ideal Candidate Profile** **Must\-haves:** * 3\-4 years in B2B marketing, demand gen, or growth \- preferably in a startup or mid\-size company where you wore multiple hats *(We…