B2B marketing leader

Matt Lyman

Demand generation built on stories buyers believe and numbers Sales trusts.

I fix pipeline. Not by throwing more budget at the top of the funnel, but by finding where it's actually broken: conversion rates, messaging that doesn't land, content that doesn't move buyers, and handoffs between Marketing, Sales, and Customer Success that leak revenue at every stage. Most recently VP of Marketing at Flosum. Seattle, remote.

Founder, R.I.D.E. 4 ALL. President, Highline Special Needs PTA.

Message Matt on LinkedIn Resume (PDF)

Open to VP and Head-of marketing roles.

Matt Lyman smiling, wearing dark-framed glasses and a gray-blue t-shirt
18% to 50%
Marketing's share of new business pipeline, with demand gen spend down 41%
LeanData, 2022 to 2024
87%
Drop in cost per paid MQL in six months
Flosum, Oct to Mar
+467%
Growth in meetings booked from paid media, 3 to 17 a month
Flosum, Oct to Apr
“Matt's leadership style is one of empowerment. He sets the culture and direction and has allowed me to go take risks without the fear of failure. I have grown so much under his leadership.”
Direct report

About

Matt Lyman is a B2B marketing leader based in Seattle with nearly 20 years in marketing, specializing in demand generation, with hands-on marketing operations and AI skills behind it. He has served as VP of Marketing at Flosum, VP of Demand Generation at LeanData, and Director of Revenue Marketing at Chef Software, where the revenue team grew about 2.7x through the company's acquisition by Progress. He founded R.I.D.E. 4 ALL, a nonprofit for inclusive recreation, and is president of the Highline Special Needs PTA.

I review customer calls, talk to the people who said yes and the ones who said no, and build programs around what I find. Nearly 20 years in marketing, most recently at Chef, LeanData, and Flosum. At LeanData, marketing's share of new business pipeline went from 18% to 50% while demand gen spend dropped 41%. At Flosum, cost per paid MQL fell 87% in six months and monthly search impressions grew from 70,000 to over a million.

Before software, I ran sales and marketing for a craft beer publication. I also have a degree in playwriting, and it shows. Every campaign I build starts with a story, a real one, about who the buyer is, what they're afraid of, and what changes if they solve the problem. I call it B2H, business to human, because at the end of every enterprise deal is a person making a decision. At Flosum, that meant scrapping product-first messaging and rebuilding the strategic narrative from the ground up. Then I make sure the numbers behind it are ones Sales believes.

I build with AI every day. At Flosum I worked with product marketing on an agent that tracks competitor and industry news and hands Sales what changed, built an ABM dashboard that pulled ad, intent, and site data into one view across 51 accounts, set up our AI SDR, and rebuilt our content for AI search.

I lead from alongside, not above. My job is to coach my team well enough that they can take my job and go find a bigger one.

Matt Lyman in a yellow cycling jersey and blue helmet, riding into low sun
You'll probably find me on a bike.

The work

Flosum

Apr 2025 to Jun 2026

VP of Marketing

Rebuilt the marketing function at an enterprise Salesforce governance platform. Reported to the CEO, led a team of 5. Agency partners ran the ad accounts. I owned strategy, measurement, and creative direction.

  • Cost per paid MQL down 87% in six months. In one quarter, spend rose about 42% while paid MQLs rose 167%.
  • Meetings from paid up 467%.
  • Monthly search impressions went from 70,000 to over one million, up 1,329%, through the SEO and GEO/AEO rebuild: 120+ assets updated, FAQ rebuilds, third-party authority placements.
  • ABM across 51 named accounts and 10 AEs. Target accounts clicked at 3 to 7x the campaign average, and 7 became opportunities within five months, mostly through BDR meetings.
  • Built an agent with product marketing that tracks competitor and industry news and hands Sales what changed, and an ABM dashboard that pulls ad, intent, and site data into one view. Also set up the AI SDR.

LeanData

Feb 2022 to Nov 2024

VP of Demand Generation

Moved the team from growth-at-all-costs to a demand model that scaled. Team of 4.

  • Marketing's share of new business pipeline went from 18% to 50%. In 2023, demand gen spend fell 41% while marketing-sourced pipeline grew 45%.
  • Enterprise went from 36% to 65% of pipeline.
  • BookIt, the scheduling product, hit 2x its ARR target in year one.
  • Lead-to-qualified-opportunity conversion rose from 2.5% to 10%+ after a lead scoring rebuild. Events returned 4:1 in pipeline. Paid inbound leads doubled while cost per demo fell by more than half.
  • Widened the audience from RevOps to sales and marketing leaders, then IT managers. Led the internal rollout of the Revenue Orchestration Platform.

Chef Software

2015 to 2022

Director of Revenue Marketing at exit

Ran demand gen, ops, web, and SDR teams. Team of 7. Joined the business unit leadership team after Progress acquired Chef.

  • Revenue team grew about 2.7x through the acquisition, with quarterly pipeline goals beaten by 4x or more.
  • SDR and BDR teams averaged 120%+ of quota.
  • Rebuilt Marketo from the ground up. An external auditor rated it best-in-class.
  • Marketed the training site to 10,000 active users in six months.

Earlier: G2 Web Services, marketing to financial institutions (2011 to 2015). AmericanCraftBeer.com, director of sales and marketing (2014 to 2017).

The other job

In 2020 I rode 32.1 miles on March 21 to celebrate inclusion on World Down Syndrome Day. In 2021 and 2022 it became 321 miles over three days, Bellingham to Portland, with friends riding legs alongside me. Anyone could join, whether they rode 321 miles or 3.21 minutes.

In 2022 we started R.I.D.E. 4 ALL, a nonprofit for inclusive recreation. In 2025 and 2026 the ride evolved into Day of Play, a free event that brings kids of all abilities together to play in the same space, with the same activities.

  • R.I.D.E. 4 ALL, founder and board member. Chair of 321 for 3.21.
  • Highline Special Needs PTA, president since 2024, vice president 2022 to 2024.
In the news
Matt Lyman with his family, smiling and arm in arm in front of a tall green hedge
Matt Lyman making a big open-mouthed grin in a selfie with two kids beside a river

Talks and podcasts

What people say

Matt leads with both heart and data, creating an environment where his team thrives and delivers real impact. His mix of strategic thinking, collaboration, and mentorship has not only driven results but also helped me learn and grow in my own career.

Direct report

Matt has the superpower to connect people, processes, and products to drive results through demand gen programs.

Leadership colleague

Matt's superpower isn't just that he is a fantastic operator, it's that his team and everyone they interface with become happy high performers. Also, ask him about beer.

Direct manager

Matt's team fears how much they love him.

Leadership colleague

Skills and tools

Focus
Marketing leadership, demand generation, ABM, paid media, SEO and GEO/AEO, AI workflows and agents, messaging and narrative, lifecycle and lead scoring, attribution, marketing operations, sales and BDR alignment, product and category launches, events.
Tools
Marketo, HubSpot, Eloqua, Pardot, Salesforce, LeanData, Qualified, Outreach, Salesloft, Demandbase, 6sense, UserGems, Intellimize, Claude, ChatGPT.
Training
MBA, Global Marketing Management. Six Sigma Green Belt. Franklin Covey and Dale Carnegie leadership training.

Questions people ask

Who is Matt Lyman?

Matt Lyman is a B2B marketing leader based in Seattle with nearly 20 years in marketing, specializing in demand generation, with hands-on marketing operations and AI skills behind it. He has served as VP of Marketing at Flosum, VP of Demand Generation at LeanData, and Director of Revenue Marketing at Chef Software, where the revenue team grew about 2.7x through the company's acquisition by Progress.

What does Matt Lyman do?

He is a B2B marketing leader who builds demand generation programs around buyer stories and the data to prove they work. He has built demand engines across paid media, ABM, SEO, events, and content at Chef, LeanData, and Flosum, and builds with AI every day.

What is B2H?

Business to human is Matt's approach to B2B marketing. Every campaign starts with a real story about who the buyer is and what they're afraid of, because a person makes the decision at the end of every enterprise deal.

What results has Matt driven?

At LeanData, marketing's share of new business pipeline went from 18% to 50% while demand gen spend fell 41%. At Flosum, cost per paid MQL fell 87% in six months and monthly search impressions grew 1,329%.

What is Matt's experience with ABM and GEO/AEO?

At Flosum, Matt ran ABM across 51 named accounts and 10 AEs. Target accounts clicked at 3 to 7x the campaign average, and 7 became opportunities within five months. He also led an SEO and GEO/AEO rebuild with 120+ assets updated, rebuilt FAQs, and third-party authority placements, which took monthly search impressions from 70,000 to over one million.

How does Matt use AI?

Matt builds with AI every day. At Flosum he worked with product marketing on an agent that tracks competitor and industry news for Sales, built an ABM dashboard that pulls ad, intent, and site data into one view, set up an AI SDR, and rebuilt content for AI search (GEO/AEO).

What roles is Matt open to?

Matt is open to VP, Head of, and Senior Director roles in marketing, demand generation, and growth at growth-stage B2B software companies.

What does Matt do outside of marketing?

He founded R.I.D.E. 4 ALL, a nonprofit for inclusive recreation, and is president of the Highline Special Needs PTA. He also rides bikes, a lot.

Where can I hear Matt talk about marketing and leadership?

Matt has been a guest on Marketers of Technology, Straight To Voicemail, Content Matters, The Hype Within, and Everything's Coming Up Marketing, and gave a Finovate talk on LeanData's revenue orchestration platform. Links to each are in the Talks and podcasts section of this page.

Where is Matt based and how can I reach him?

Seattle, working remotely since 2020. The best way to reach him is LinkedIn at linkedin.com/in/mattlyman.

Matt Lyman smiling in sunglasses and a green cap on a driftwood beach below a sandy bluff

Say hello

If you're hiring for a marketing leader, or you just want to talk pipeline, LinkedIn is the fastest way to reach me.

Message Matt on LinkedIn Resume (PDF)