The Senior ABM & Campaigns Manager will manage all aspects of the campaigns from inception to launch, optimization, and ROI reporting. This role is pivotal in driving our marketing efforts towards targeted accounts, aligning closely with revenue objectives to maximize revenuegeneration and customer acquisition. The ideal candidate will possess a strong blend of strategic thinking, creative problem-solving, and hands-on execution skills. You will frequently collaborate with content marketing, digital, field marketing, and sales to identify campaign opportunities, supportregional campaigns, and deliver strategic ABM plays.
Key Responsibilities
Lead the end-to-end planning, execution, and optimization of multi-channel ABM campaigns leveraging marketing technology platforms. Monitor campaign performance in real-time, conduct A/B testing, and iterate strategies for continuous improvement.Establish key performance indicators (KPIs) to measure the effectiveness of ABM initiatives. Track, analyze, and report on campaign performance, pipeline impact, and ROI to stakeholders regularly.Define account tiering and execute 1:many, 1:1 and 1: few ABM campaigns accordingly that drive target account engagement and contribute to quarterly and annual influenced pipeline goals.Continually measure, monitor, and drive improvement in program approaches; employ industry best practices and look for opportunities to increase the effectiveness and efficiency of the ABM program.Leverage multiple sources of intent and 1st party data to fuel campaign decision-making and define tactical approach.Collaborate with field marketing to develop campaigns that take advantage of opportunities surfaced by sales and channels, including one-off prospecting campaigns, ABM, and integrated omnichannel campaigns.Analyze campaign data via 6Sense, marketing automation, Salesforce, and similar platforms.Capture and document campaign requirements and project plans, supplying to internal marketing and external partner audiences.Project manage the development of messaging, creative, content, and other necessary assets for digital campaign execution.Manage campaign tactics, including display advertising, direct mail, social, video, nurture, and influencer marketing to support campaign goals.Work with Revenue Operations to create and manage email campaigns, including but not limited to HTML builds, proofreading, abiding by brand guidelines, and email testing across multiple surfaces.Ensure all marketing campaigns are delivered on time, within budget, and meet or exceed benchmark KPIs.Strive for continuous improvement in campaign effectiveness.Work with field marketing and Sales to strategically prioritize and group accounts and revenue goals for ABM campaigns according to opportunity, buyer need, persona, solution, and buying cycle.Report campaign results (KPIs, ROI) to senior management, explaining variances and recommending future campaign optimizations.Requirements:
Experience building campaigns for strategic segments.Five or more years of experience in the tech industry in a digital marketing or field marketing role with at least 3-5 years of experience running ABM plays.High level of familiarity with retailer and ecommerce space.Experience with ABM or Market Signal and Intent platforms a plus (e.g. Terminus, Demandbase, 6Sense, Folloze, Mutiny, ZoomInfo, Sendoso).Extensive experience working on a variety of marketing campaigns from strategy to deployment, including reporting and optimization.In-depth, hands-on experience with digital campaigns and marketing automation tools, tactics, processes, and responsibilities; the buyer's journey, ideal customer profiles & buyer personas, marketing technology, strategy, and customer experience.Recent experience with digital marketing channels, including Search and digital advertising. Familiarity with SEO.Experience with Google Analytics and BI tools (e.g., Tableau)Experience with CRM and automation platforms. SFDC and Marketo are preferred.Working knowledge of marketing attribution.Bachelor's degree in Marketing, Digital Marketing or related field. MBA in marketing or strategy is a plus.Core Competencies
Excellent verbal, written, and interpersonal skills.Customer-focused. Advocate for customer-centric, outcome-driven messaging.Continuous learner. Stay current on digital marketing (especially email marketing), best practices, and new developments in the field.Take the initiative to identify opportunities and execute within the bounds of corporate and regional budgets.Problem solver. Be a digital problem solver – ability to troubleshoot when things do not work as they should.Data-driven, focused on KPIs that drive ROI.Organized, detail-oriented. Project management and collaboration skills.Collaborative team player. Comfortable working in a fast-paced, changing environment. Enjoy contributing to a fun and energetic culture of empathetic and driven people!Big picture perspective. Able to apply business acumen to marketing challenges.Critical thinker. Good judgment. Able to independently make and support decisions.#J-18808-Ljbffr