John Upton

Background

About John Upton

I’m a B2B marketing and demand generation leader with 12+ years of experience driving pipeline growth across complex, multi-touch environments.My background spans both, allowing me to not only deliver effective campaigns but also design and optimise the systems that underpin performance. I’ve worked extensively with platforms including Marketo, Pardot, Salesforce, and 6sense, with a strong focus on aligning marketing and sales through data-driven processes and measurable outcomes.At Solid Solutions, I led the implementation of Marketo from the ground up, building the full lead-lifecycle architecture, including lead-scoring models, routing logic, and nurture programmes, creating a scalable foundation for demand generation.In my current role as UK & Ireland Marketing Manager at RIB Software, I work cross-functionally with regional and global teams to plan and deliver demand generation strategies that contribute directly to the pipeline, while continuously improving the processes, reporting, and systems that support performance.Alongside this, I’ve developed a growing focus on automation and AI in marketing, applying it to areas such as email personalisation, lead scoring, and data enrichment. I’m particularly interested in how AI can be integrated into end-to-end demand generation workflows to improve efficiency, scalability, and relevance, while maintaining strong governance and data quality.I bring a balance of commercial focus, technical understanding, and collaborative working, enabling me to operate effectively at the intersection of marketing, sales, and operations.Core areas of focus: • Demand Generation Strategy & Pipeline Growth • Marketing Automation & CRM (Marketo, Pardot, Salesforce) • Lead Lifecycle Management & Funnel Optimisation • Marketing Operations & Process Improvement • AI in Marketing (personalisation, scoring, enrichment) • Sales & Marketing Alignment (RevOps collaboration)