Who We Are

Instrumental is a digital sales and marketing agency based in Golden, Colorado and a proud Elite HubSpot Partner. We partner with growth-minded organizations to build scalable, data-driven marketing and revenue strategies within the HubSpot ecosystem.

We show up unapologetically on our own terms. We lead with authenticity, build real relationships, and deliver exceptional work. There is a bit of Western frontier energy in how we operate. We are self-made, trailblazing, and committed to doing things the right way.

We are not the loudest in the room, but we earn trust quickly. Whether partnering with a Fortune 500 company, a CMO, or a founder building something from scratch, we meet people where they are and lead with a human-first approach. We care deeply about the craft behind a well-built HubSpot solution and the artistry behind a well-told brand story.

Our work speaks for itself. We have earned more HubSpot Impact Awards than any other agency because we stay focused on what matters most, delivering meaningful results that drive real client success. At Instrumental, high standards and strong culture go hand in hand. We support each other, take ownership, and take pride in the impact we create together.

Who You Are

You show up as your authentic self, grounded, prepared, and ready to contribute.

You take ownership of your work, follow through on commitments, and communicate proactively. You ask thoughtful questions, build trust easily, and look for ways to improve both your work and the team around you.

You adapt your approach to meet people where they are, whether working with founders or enterprise-level leaders, without losing your authenticity. You value both discipline and creativity, and you care about doing things the right way.

You are organized, reliable, and able to balance multiple priorities while maintaining a high standard of work. Most importantly, you care about your work, your team, and the impact you are making.

How We Think About AI

AI is part of how modern teams do great work.

At Instrumental, we expect a baseline of curiosity, initiative, and practical experimentation when it comes to AI. Our team members consistently look for ways to improve how work gets done, whether that means increasing velocity by reducing time to complete a task or elevating excellence by improving the quality, clarity, and usefulness of the outcome.

You do not need to be an expert, but you should be open to exploring and adopting new tools and ways of working. We see AI as a way to enhance thinking, not replace it, and as a key part of building a more intelligent, efficient, and high-performing team.

This Marketing Manager role is responsible for building and executing Instrumental's internal marketing strategy across three core areas: partner marketing, event marketing, and demand generation. You will work closely with leadership, delivery team members, and external partners to grow our brand, generate pipeline, and support revenue goals.

This is a high-ownership role. You will set direction, build programs, and execute. The right candidate is both a strategic thinker and a hands-on operator who is comfortable working across teams and managing multiple work streams simultaneously.


What You'll Own:
1. Partner marketing

Drive co-marketing strategy and execution across Instrumental's top technology partners. Build relationships with partner marketing teams, develop joint campaigns and content, and ensure Instrumental is consistently visible and authoritative within each partner ecosystem.

• Develop and manage co-marketing plans with key partners, including campaign briefs, content calendars, and launch timelines
• Coordinate regular, consistent content creation in multiple formats (webinars, blog posts, social content, email campaigns) in alignment with partner priorities
• Develop and maintain a library of thought leadership content including guides and case studies that support partner storytelling and Instrumental's brand authority
• Collaborate with SEM team on SEO and AEO content strategy, ensuring owned and co-created content is optimized for search and AI answer engines
• Maintain active partner relationships and serve as the day-to-day marketing contact for:
  • Aircall
  • Grammarly
  • PandaDoc
  • HubSpot
• Track co-marketing performance and report results back to partners and internal leadership

2. Event marketing

Own the end-to-end marketing execution for Instrumental's event strategy, including sponsored conferences, virtual webinars, hosted events, and executive speaking engagements.

• Develop conversion paths and campaign assets for each event (landing pages, registration flows, pre/post-event nurture)
• Create and manage event promotion materials, including ad creative and organic social content
• Lead social media strategy and coordinate with service team contributors to maintain a consistent brand voice and publishing cadence across channels
• Collaborate with the SEM team on paid targeting strategy for event promotion
• Support executive-level speaking engagements and conference sponsorship strategy, with direct collaboration with the CRO
• Coordinate event logistics, speaker prep materials, and post-event follow-up sequences

3. Demand generation

• Develop and execute inbound lead generation strategies, including gated content offers, landing pages, and conversion path optimization
• Own email marketing strategy and execution, including list segmentation, nurture sequences, and performance reporting
• Build and optimize marketing automation in HubSpot, including workflows, lead scoring, and lifecycle stage management
• Coordinate with service team on creative and graphic design execution for campaign assets, ensuring visual consistency and brand quality across all demand gen materials
• Collaborate with the SEM team on paid media strategy, providing creative assets and campaign briefs
• Report on pipeline contribution and marketing attribution, connecting campaign activity to deal creation and revenue
• Identify and test new demand generation channels aligned to Instrumental's target market

• HubSpot (Marketing Hub, CRM, reporting)
• Google Workspace (Docs, Sheets, Slides, Analytics)
• Canva or similar design tools
• LinkedIn, social scheduling tools
• AI tools (Claude, Grammarly, and others as relevant)
• Apollo.io, Aircall, PandaDoc (familiarity helpful, not required)