Reports to: Head of Marketing
Experience: 4 to 7 years.
About eG Innovations
eG Innovations builds full-stack observability software for enterprise IT teams. Our flagship product, eG Enterprise, supports over 650 technologies across applications, infrastructure, cloud, containers, virtual machines, databases, and digital workspaces — through a single platform.
The product is built for IT teams running complex, hybrid environments that don't want to stitch together five different tools to figure out why something is slow. AI-driven correlation, auto-baselining, and root-cause analysis are at the core of how it works. It's available as SaaS or on-premises, and recognised as an APM Champion by SoftwareReviews two years running.
We've been at this since 2001. The product is used across healthcare (Radboudumc, Ziekenhuis Gelderse Vallei), retail and logistics (eBay, Dachser), manufacturing (kt&G), finance, education, and government, with customers and teams across India, the US, Singapore, Middle East and Europe.
We compete with Datadog, Dynatrace, New Relic, and SolarWinds in the broader APM and monitoring market, and with Citrix Director, ControlUp, Nexthink, and Lakeside on the digital workspace side.
About this role
A buyer comparing eG against Datadog or Nexthink should land on a page that meets them at their intent. This role builds out that surface — comparison pages, solution pages, industry BOFU pages, and the messaging architecture that ties them together — at the depth and pace our pipeline goals require.
You'll work with the Web Growth & Conversion team, an established demand gen function, and an SEO agency that's been briefed but is hungry for sharper commercial-intent direction.
The role spans Digital Workspace Monitoring (Citrix, Omnissa Horizon, Microsoft AVD, Amazon WorkSpaces, DEX), APM, infrastructure monitoring, and SAP monitoring as a focused commercial priority over the next 12 months.
The Mandate
Connect product truth to buyer language — own content, messaging, and sales enablement as commercial outputs that drive pipeline.
What you'll own
Content production: You own the content roadmap, and you write it. Comparison pages against Datadog, Nexthink, SolarWinds, Azure Monitor, and Dynatrace. Solution pages covering Citrix Monitoring, AVD Monitoring, SAP Monitoring, and DEX. Industry BOFU pages for BFSI, Healthcare, and Manufacturing. A blog refresh programme tied to commercial-intent keywords. The best comparison pages we admire treat the competitor honestly and win on the surfaces that matter to the buyer — that's the bar.
Messaging architecture: You maintain the positioning framework that every page, ad, pitch deck, and SEO brief flows from. You write and own the messaging house. When the sales pitch, the website hero, and the paid ad each tell a different story about who eG serves and why, you fix it — and you build the system that prevents it recurring. ICP discipline sits with you.
Sales enablement: You build battle cards for the displacement conversations sales has every week — Datadog, Nexthink, SolarWinds, Azure Monitor. Vertical one-pagers for BFSI, Healthcare, and Manufacturing. Demo support materials mapped to where deals actually stall. Success looks like AEs reaching for your assets in live calls, not slides sitting unopened in a shared drive.
The content-to-SEO pipeline: You work with the Web Growth team and the SEO agency to convert keyword intent into published, ranking, converting pages. Brief, draft, publish, track. You'll hold the agency to pipeline outcomes, not rankings. The comparison page architecture is your 90-day proof point and the template for everything that follows.
What you'll need
Hands-on experience with:
- AI tools (Claude, ChatGPT, Gemini, or similar) as a content production system — building structured workflows and prompts that produce publication-ready, on-brand output, not iterative prompt ping-pong
- A CMS — WordPress, Webflow, or equivalent — comfortable shipping pages yourself
- SEO toolkit — Ahrefs or Semrush, with a working grasp of Search Console and the difference between commercial and informational intent
- A content workflow tool — Notion, Asana, or equivalent — for managing a multi-asset pipeline
- Google Analytics and basic attribution — enough to read what your content is doing post-publish
Background:
- 4 to 8 years total experience in B2B SaaS product marketing or commercial content marketing
- Personally written and published comparison pages, solution pages, and BOFU content — not briefed an agency to do it
- Fluent with messaging framework — you've contributed to or owned the building of one, and you can articulate the choices that went into it
- Shipped sales enablement material — battle cards, displacement decks, vertical one-pagers
Nice to have, not required:
- HubSpot or equivalent CRM familiarity — understands how content feeds the MQL pipeline
- Exposure to IT infrastructure, observability, monitoring, DevOps, or enterprise software
- An instinct for how CIOs, IT Directors, and IT Managers buy
- Prior experience directing an external SEO or content agency
The first 90 days
We'll agree on your success criteria together before you join. Broadly, by Day 90 you'll have:
- Completed a messaging audit — how eG is described on the website, how sales actually pitches it, and what buyers are searching for — with a gap report and specific recommendations, not observations
- Shipped the eG vs Datadog comparison page live, with the architecture in place for the rest of the competitor set
- Battle cards for the top two competitive displacement scenarios in seller hands and being referenced in calls
- Three solution pages revised, the BFSI industry page live, and messaging house v1 documented and circulated to sales, product, and agency partners
What we'll ask you to show us in interviews
- A piece of content you wrote personally — comparison page, solution page, or BOFU asset — and the brief, intent, and pipeline outcome behind it. We're more interested in "we wrote a comparison page targeting bottom-funnel intent, captured X demos, closed Y deals" than "we hit 10k visits."
- A walkthrough of how you use AI tools in your content workflow — the structure, not just the prompt. Show us the system, not the chat log.
Who this role isn't for
- If you measure your work in reach, impressions, and brand rather than pipeline contribution, the bar here will feel uncomfortable
- If your background is D2C, e-commerce, or consumer brand work, the mechanics don't transfer to enterprise IT buying cycles
- If your content experience is mostly agency coordination with little personal output to point to, this isn't that role — you'll be in the work
- If you call yourself an SEO expert but can't articulate the difference between commercial-intent and informational-intent search, you'll struggle here
