Job Description

Job Description:

Marketplace Pilot

ABM Marketing Specialist

Onsite role in Bellevue WA or Overland Park, KS

Account-Based Marketing (ABM) Specialist to support our Enterprise marketing team. In this role, you will align marketing efforts with sales account plan strategies and focus on building, executing, and optimizing marketing programs to engage, drive demand and user activation in high-value target accounts. You will work closely with sales, inbound marketing, and other internal teams to create personalized campaigns, foster relationships, and track programs effectiveness. You will support the activation of the new Choice Programs. Your main responsibilities will include identifying key accounts, creating tailored marketing initiatives, executing 1:1 ABM campaign, analyzing results to ensure maximum impact, reporting on successes as well as opportunities.

Responsibilities:

Account Identification and Research

• Target Account Selection: Collaborate with the sales team to identify high-value target accounts and Customer Choice accounts.
• Account Research: Conduct in-depth research on each target account to understand their specific needs, pain points, industry challenges, and key decision-makers.
• Customer Segmentation: Use data-driven insights to segment accounts by industry, revenue size, buying stage, and other relevant criteria, ensuring the marketing strategy is aligned with sales priorities. Work with the sales team on collecting feedback and direction.

Personalized Campaign Development

• Campaign Creation: Develop and execute personalized marketing campaigns tailored to the identified accounts, utilizing various marketing channels such as email, web, social media, and digital advertising.
• Content Development: Create customized content (e.g., case studies, whitepapers, landing pages, emails) that resonates with the unique needs and challenges of each target account.
• Message Personalization: Ensure messaging is personalized to each account, using insights gathered from research to highlight the most relevant solutions and value propositions.
• Multi-Channel Strategy: Design and manage multi-channel campaigns to engage accounts effectively and drive leads, leveraging channels like email, paid search, social media, and events.

Engagement and Relationship Building

• Outreach Strategy: Lead and activate specific account outreach efforts through various channels (email, social media, direct mail) to initiate conversations with key decision-makers and users at target accounts.
• Nurturing Relationships: Build and maintain ongoing relationships with stakeholders at target accounts by delivering relevant content and responding to inquiries.
• Monitor Engagement: Continuously track and monitor account engagement across all channels, using tools and analytics to assess interest and behavior.
• Adapt and Optimize: Adjust strategies based on engagement data and feedback to improve campaign effectiveness, ensuring a high level of interaction and engagement.

Collaboration and Alignment

• Sales Collaboration: Work closely with the sales team to ensure alignment on target accounts, messaging, and overall outreach strategy. Participate in sales meetings to stay informed about sales goals and provide insights.
• Inbound Marketing Coordination: Collaborate with the Inbound Marketing Team to leverage existing content and resources in campaigns, ensuring consistency in messaging and brand voice.
• Sales-Focused Events: Help organize and execute sales-focused events (e.g., webinars, roundtables, conferences, tradeshows) in collaboration with the sales team to drive engagement with target accounts and prospects.
• Feedback Loop: Gather feedback from sales on the effectiveness of ABM campaigns and refine strategies accordingly to enhance account targeting and lead generation.

Reporting and Insights:

• Regularly report and provide insights on 1:1 ABM campaigns, providing detailed analytics on account engagement, conversions, and overall performance.
• KPI Tracking: Track key performance indicators (KPIs) such as account engagement, pipeline generation, and revenue influenced by ABM activities.
• Continuous Improvement: Use data to identify trends, successes, and areas for improvement, iterating on campaigns to continually refine and optimize results.

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