Account Based Marketing Specialist

Job Description:

The Account-Based Marketing (ABM) Specialist will play a critical role in the execution, optimization, and scaling of our ABM programs to drive full-funnel audience engagement and pipeline growth. This position serves as a cornerstone for operationalizing our ABM strategy, fostering collaboration between marketing and sales, and enhancing personalization across all customer touchpoints. By leveraging data-driven insights, the ABM Specialist will ensure the seamless alignment of marketing initiatives with business objectives, creating a measurable impact on revenue generation.

Key Responsibilities

ABM Program Execution:

Collaborate with cross-functional teams to support the orchestration of ABM programs that align with organizational go-to-market strategies.

Develop and manage full-funnel audience segmentation for Top of Funnel (ToFU), Middle of Funnel (MoFU), and Bottom of Funnel (BoFU) stages, ensuring stage-specific messaging and optimized resource allocation.

Partner with demand generation teams to design campaigns targeting strategic accounts and verticals.

Personalization and Content Development:

Create and continuously refine industry-specific landing pages, marketing emails, and ad copy to drive engagement and conversion.

Customize messaging to resonate with targeted personas and accounts within specific verticals, ensuring alignment with customer pain points and goals.

Leverage insights from engagement data to personalize outreach and content delivery.

Email Marketing:

Design and execute vertical-specific email campaigns using Marketo, ensuring relevance for top-performing industries.

Build and manage trigger-based email workflows that respond to account signals and activity insights, enabling timely and personalized communications.

Optimize email performance through A/B testing of subject lines, messaging, and design.

Display and Social Advertising:

Develop, implement, and optimize display advertising campaigns with a focus on improving Click-Through Rates (CTR) and Conversion Rates (CVR).

Create and manage LinkedIn advertising programs tailored to targeted accounts and personas, ensuring alignment with broader ABM objectives.

Analyse ad performance metrics and refine strategies for maximum effectiveness.

Sales Collaboration:

Use engagement data and buying signals to deliver actionable insights to sales teams, enabling focused and effective follow-ups on high-priority accounts.

Collaborate with sales to track and validate engagement efforts, ensuring timely interactions and program continuity.

Conduct regular check-ins with sales teams to align ABM efforts with pipeline development goals.

Reporting and Optimization:

Continuously monitor the performance of ABM campaigns, leveraging data to identify opportunities for improvement.

Share detailed campaign insights and performance reports with stakeholders, highlighting ROI and key metrics.

Propose and implement data-driven adjustments to enhance program effectiveness.

Attributes & Competencies:

Experience:

• Minimum of 5 years of experience in ABM, demand generation, or digital marketing, ideally within the B2B SaaS or technology sectors.

Technical Skills:

• Proficiency in marketing automation tools such as Marketo.
• Familiarity with CRM platforms like Salesforce for tracking and analyzing campaign performance.
• Hands-on experience with ABM orchestration tools such as DemandBase or similar platforms.
• Expertise in designing and executing email campaigns, display ads, and LinkedIn advertising programs.

Core Competencies:

• Strong understanding of ABM principles, including full-funnel marketing strategies and persona-based messaging.
• Analytical mindset with a proven ability to translate complex data into actionable insights.
• Exceptional organizational skills with a results-driven and detail-oriented approach.
• Proficiency in A/B testing methodologies to optimize campaign performance.

Attributes:

• Excellent collaboration and communication skills, enabling seamless coordination across marketing, sales, and demand generation teams.
• Adaptable and resourceful in solving challenges within a dynamic, fast-paced work environment.
• Innovative thinker with a commitment to continuous learning and improvement.