Location: Bengaluru

Work Mode: Work from Office

Experience: 4–7 years

Department: Marketing

About LeadSquared

LeadSquared is a leading SaaS CRM and marketing automation platform helping businesses across industries streamline their sales, marketing, and customer engagement processes. With a strong presence across India and global markets, we work with thousands of businesses to help them acquire, engage, and retain customers at scale.

We are looking for a Lead – BTL Marketing who can own and execute high-impact offline marketing initiatives that strengthen our brand presence, engage our target audience, and contribute directly to pipeline generation.

Role Overview

As the Lead – BTL Marketing, you will be responsible for planning, executing, and measuring LeadSquared's BTL marketing initiatives across events, conferences, industry forums, partner activations, customer meets, roadshows, and other offline channels.

This role requires someone who can think strategically while being hands-on with execution, manage multiple stakeholders and agencies, and build marketing programs that deliver measurable business outcomes.

Key Responsibilities

BTL Strategy & Planning

- Develop and execute the annual BTL marketing strategy aligned with business, brand, and revenue objectives.
- Identify relevant industry events, conferences, exhibitions, forums, and offline opportunities for LeadSquared.
- Build quarterly and annual BTL calendars across target industries, geographies, and customer segments.
- Identify opportunities to leverage events and offline activations for brand building, demand generation, and pipeline creation.

Events & Activations
- Own end-to-end execution of events, conferences, exhibitions, customer meets, roundtables, roadshows, and other BTL initiatives.
- Manage everything from event ideation and venue selection to branding, logistics, vendor coordination, on-ground execution, and post-event activities.




- Create innovative on-ground experiences and activations that drive engagement and strengthen LeadSquared's brand recall.
- Work closely with sales teams to ensure effective lead capture, qualification, and follow-up from every activation.
- Develop event-specific messaging, collateral, booth experiences, engagement activities, and audience journeys.

Demand Generation & Pipeline
- Design BTL programs with clear lead generation and revenue objectives.
- Partner with sales teams to identify priority accounts, industries, and territories for offline campaigns.
- Develop mechanisms to capture, qualify, route, and track leads generated through events and activations.
- Track event-sourced opportunities and pipeline contribution.
- Analyse ROI and continuously optimise the BTL mix based on performance.

Vendor & Agency Management
- Identify, evaluate, and manage event agencies, vendors, production partners, venues, and other external stakeholders.
- Negotiate commercial terms and ensure effective utilisation of marketing budgets.
- Maintain strong vendor relationships while ensuring quality, timelines, and cost efficiency.
- Manage multiple vendors simultaneously during large-scale events and activations.

Cross-functional Collaboration
- Work closely with Sales, Product Marketing, Content, Design, Partnerships, Customer Success, and other teams to build integrated campaigns.
- Collaborate with the sales leadership team to align BTL activities with business priorities.
- Coordinate with internal stakeholders to ensure timely delivery of event assets, communication, logistics, and follow-ups.
- Ensure seamless handoff of leads from marketing to sales.

Reporting & Optimisation




- Define KPIs for every BTL initiative and maintain regular performance reporting.
- Track metrics such as registrations, attendance, engagement, MQLs, SQLs, opportunities, pipeline, CAC, and ROI.
- Conduct post-event analysis and document learnings.
- Recommend improvements to optimise future events and offline campaigns.

What We're Looking For

- 5–8 years of experience in BTL marketing, field marketing, event marketing, experiential marketing, or demand generation.
- Strong experience in managing B2B events, conferences, exhibitions, roundtables, roadshows, and offline activations.
- Experience working with sales teams and using events/BTL as a demand-generation channel.
- Strong vendor and agency management skills.
- Excellent project management and execution capabilities.
- Strong commercial acumen with experience managing marketing budgets.
- Ability to manage multiple initiatives simultaneously in a quick-paced environment.
- Strong communication, stakeholder management, and negotiation skills.
- Data-driven mindset with the ability to measure marketing impact and ROI.
- Willingness to travel as required for events and activations.

Good to Have

- Experience in B2B SaaS, technology, CRM, MarTech, FinTech, BFSI, EdTech, or other enterprise-focused businesses.
- Experience working with a national or regional event calendar.
- Experience managing large-scale conferences and industry events.
- Understanding of ABM, demand generation, and integrated marketing campaigns.
- Existing relationships with event agencies, vendors, and industry forums.

Why LeadSquared?
- Work with a fast-growing SaaS company with a strong presence in India and global markets.
- Own high-visibility marketing programs with direct business impact.
- Work closely with senior stakeholders across Marketing and Sales.
- Opportunity to build and scale LeadSquared's offline marketing engine.
- Be part of a high-energy, execution-focused marketing team.

📌 Lead - Events and Marketing (US Market) (Bengaluru)
🏢 LeadSquared
📍 Bengaluru