Absolute Responsibilities :

• Extends that of the Account Based Marketing Manager (Intermediate) responsibilities
• Develop and manage strategy with multiple sales channels (i.e. channel partner)
• Exemplify understanding of multi-touch attribution reporting, with alignment to ABM key accounts
• Develop new structures and automation in marketing automation (Marketo,)
• Participate in evaluation of new ABM technologies and data sources

Develop ABM Strategy:

• Work closely with clients to understand their business objectives, target audience, and sales goals to develop comprehensive ABM strategies.
• Develop and execute high-impact, integrated ABM programs to achieve revenue and pipeline goals for key accounts
• Identify target accounts and define segmentation criteria to align marketing efforts with the client’s goals.
• Create a roadmap for ABM campaigns, outlining key tactics, messaging, and desired outcomes.

1. Team Leadership and Management:

• Lead and mentor a team of ABM specialists, providing guidance, support, and feedback to optimize their performance.
• Set performance goals, strong matrices and KPIs for the ABM team, and monitor progress towards achieving them.
• Collaborate with cross-functional teams, such as content creators, designers, and data analysts, to ensure seamless execution of ABM campaigns.

Account Selection and Personalization:

• Collaborate with the sales team and clients to identify target accounts and key stakeholders within those accounts.
• Work cross-functionally across the marketing organization as well as sales and other teams to design and orchestrate impactful, targeted ABM campaigns
• Develop ICP (Ideal Customer Profile) and Key Accounts List, in collaboration with Sales and Marketing
• Manage and build a team by coaching and developing existing members and closing gaps where needed through acquisition of new team members
• Conduct thorough research on target accounts to understand their pain points, challenges, and buying behaviors.
• Develop personalized messaging and content strategies tailored to different stakeholders within target accounts.

Campaign Execution and Optimization:

• Oversee the execution of ABM campaigns, ensuring the timely delivery of high-quality assets, such as personalized emails, content pieces, and landing pages.
• Strategize ABM campaign approach and delegation of campaign planning within the Account Based Marketing team
• Leverage various marketing channels, including email, social media, content marketing, events, and advertising, to engage target accounts.
• Monitor campaign performance, analyze data, and identify areas for optimization and improvement.
• Use data insights to refine messaging, tactics, and targeting strategies to increase engagement, conversions, and revenue generation.

Collaboration and Alignment:

• Collaborate closely with the sales team to align marketing efforts with the sales process, ensuring seamless coordination and lead handoff.
• Foster strong relationships with key stakeholders within client organizations to drive collaboration, gain buy-in, and secure ongoing support for ABM initiatives.
• Collaborate with the marketing leadership team to align ABM strategies with broader marketing objectives and initiatives.
• Manage and build a team by coaching and developing existing members and closing gaps where needed through acquisition of new team members
• Oversee our ABM strategy, approach, and calendar, and communicate to marketing team and larger organization

Measurement and Reporting:

• Measure the ABM campaigns with the right matrics like Target Account Reach, Customer lifetime value, Cross-sells & upsells, Revenue growth, Sales pipeline Velocity etc.
• Guide efforts to create standardized Account Based Marketing reporting and dashboards for key accounts, presenting performance to the marketing department as well as stakeholders throughout the company
• Define key performance indicators (KPIs) and establish measurement frameworks to assess the effectiveness and ROI of ABM campaigns.
• Generate regular reports and dashboards to provide clients with insights on campaign performance, including metrics such as engagement, pipeline contribution, and revenue impact.
• Provide recommendations for campaign optimization based on data analysis, industry trends, and client feedback.

Industry Knowledge and Innovation:

• Stay updated on the latest trends, best practices, and technologies in the ABM space.
• Continuously explore innovative ABM strategies, tactics, and tools to enhance campaign effectiveness and stay ahead of the competition.
• Share insights and thought leadership within the organization and with clients to drive innovation and improve ABM outcomes.

Must Have Qualities :

• Strategize, execute, and optimize a data-driven ABM strategy to achieve sales goals
• Develop and deploy multi-channel ABM campaigns, including crafting strategy, aligning internal teams, and project managing execution
• Apply an experimentation mindset to ABM campaigns to drive, test, learn, and optimize
• Iterate and optimize campaigns based on data and analysis of ABM campaigns and tactics
• Collaborate with ABM leadership team (sales and marketing interlock) to select key accounts
• Deliver account research and analysis to drive ABM strategies
• Provide ongoing reporting, campaign insights and pacing toward goal to stakeholders
• Partner with regional Campaign Managers, Field Marketers, Sales Teams, to build integrated campaign motions, and to ensure strong marketing and sales alignment
• Work closely with marketing ops and business ops to support high-performance ABM marketing tools and integrations
• Document processes and best practices in our handbook for marketing and sales teams to reference