Kenneth Backofen

About Kenneth Backofen

B2B SaaS marketing leader with over 17 years of experience building and scaling demand generation and go-to-market engines that drive predictable revenue and pipeline growth.I specialize in demand generation, revenue marketing, ABM, and GTM strategy, partnering closely with Sales, Product, and RevOps to turn marketing into a measurable growth driver. My work focuses on creating repeatable systems—across channels, data, and teams—that scale efficiently in high-growth and PE-backed environments.Recent impact includes: • Built UPSTACK’s first full-funnel demand engine, driving a 1,100% increase in inbound leads, a 78% lift in opportunities, and a 28% reduction in cost per opportunity • Leveraged AI-enabled predictive intent and ABM platforms (including 6sense) to improve targeting, conversion rates, and pipeline efficiency • Led global marketing teams at RFgen Software, delivering 214% YoY revenue growth and a 117% increase in ACV pipeline • Implemented modern marketing automation, analytics, and persona-driven messaging to improve funnel velocity and ROICore strengths: • Demand Generation & Revenue Marketing • B2B SaaS Go-to-Market Strategy • ABM & Predictive Intent • Marketing Automation & Advanced Analytics • Sales Alignment & Pipeline Acceleration • Team Building & Marketing LeadershipI thrive in environments where marketing operates as a strategic partner to the business—owning outcomes, aligning tightly with revenue, and continuously optimizing for impact.

Experience

1. VP of Demand Generation

   UPSTACK

   Feb 2025 — Present · Miami, FL, US

   Built UPSTACK’s full-funnel growth engine from the ground up, owning both strategy and execution across inbound, outbound, ABM, paid media, SEO, lifecycle, content marketing, and product marketing. I was brought in to build what didn’t exist, prove impact quickly, and scale a lean, high-performing team around the programs that worked.Achievements & Impact:• Drove a 1,100% increase in inbound leads, 78% lift in opportunities, and 28% reduction in cost per opportunity through experimentation, channel optimization, and precision targeting.• Strengthened pipeline consistency and forecasting accuracy, contributing to 25% QoQ pipeline growth.Strategy, Execution & Leadership:• Acted as a hands-on player/coach, personally building early demand programs, identifying gaps in the engine, and hiring/mentoring a lean team as the motion scaled.• Led content marketing (blogs, white papers, case studies, vertical narratives, nurture streams) to drive education, differentiation, and conversion across the funnel.• Led product marketing including positioning, messaging, competitive analysis, persona development, and sales enablement to align GTM and accelerate deal velocity.Cross-Channel Demand Generation:• Executed integrated programs across paid search, display, LinkedIn, SEO, email nurture, CRO, content syndication, events, and partner co-marketing.• Built multi-stage lifecycle and nurture programs that improved TOFU, MOFU, SQL velocity and increased overall lead quality.Systems, Process & Cross-Functional Alignment:• Leveraged 6sense, HubSpot, & Act-On to deploy automated workflows, predictive targeting, attribution frameworks, and clean data governance.• Partnered with Sales, Product, and CS to map the full sales funnel, refine ICP and qualification criteria, strengthen BANT processes, and create predictable GTM alignment.• Modernized reporting and KPI tracking across Salesforce and Tableau to improve transparency, accountability, and pipeline visibility.

Education

• Florida International University

  Bachelor of Arts, Psychology

Skills

• Conversion Optimization
• Google Adwords
• E-Commerce SEO
• Msn Adcenter
• Programmatic Media Buying
• Web Analytics
• Uberflip
• Saas
• Google Analytics
• Photoshop
• Customer Relationship Management (Crm)
• Online Lead Generation
• Management
• Marketo
• Online Campaign Management
• Digital Marketing
• Attribution Modeling
• Brand Development
• Demand Generation
• Pardot
• Team Leadership
• Customer Service
• Blogging
• Lead Generation
• Ion Interactive
• Social Networking
• Crm
• B2b
• Customer Relations
• Seomoz
• Retargeting
• Cloud Marketing
• Social Media Marketing
• Advertising
• Display Advertising
• Strategy
• E-Commerce
• SEO
• Ppc
• Wordpress