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Sr. Principal Global Abm Vertical Marketing
3 months ago
- and relationship-based) into account objectives and project plans for marketing support), BU leadership and corporate marketing functions (e.g. corporate communications, corporate content operations & web) to
create 1-few, vertical-focused ABM programs that deliver maximum impact through a combination of tailored global and marketspecific activities.**
Primary Accountabilities
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Develop an integrated marketing strategy
appropriate for the selected ABM accounts, ensuring alignment to overall business and financial objectives
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Ensure that marketing programs are at all times aligned with the Center of Excellence for ABM
to ensure consistency and maximum impact, avoid duplication of effort/process.
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Prioritize and group accounts by common attributes
to focus on development and implementation, jointly with sales, on opportunity creation and/or growth.
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Tailor programs and messaging to align to customer and industry-specific initiatives, business objectives or unique challenges. Focusing on the buyers journey
, leverage insights into content and tactic preference, by persona, mapped to sales stages.
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Understand and analyze account portfolio
, including how key accounts contribute to overall industry revenue, as well as prioritizing industry sub-verticals
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Partner with Head of Global ABM CoE to provide ongoing data and insight
into industry accounts from internal sources to drive relevance and timely execution
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Execute marketing programs on behalf of sales [longer term demonstrates to reps how to execute program elements on their own]
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Determine which internal marketing campaigns and assets to leverage for vertical account engagement planning
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As a stakeholder in the ABM Centre of Excellence
, help to evaluate, select, and manage
outside vendors (e.g., technology partners, data providers and agencies) that may contribute to industry-account marketing
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Establish and strengthen strong relationships with local sales and services teams**-
With the Head of Global ABM CoE, ,manage marketing budget and funds allocation
to develop and publish an overall ABM plan for 1-few vertical accounts
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Promote marketing plans internally, updating them through local account executive collaboration
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Work with Corporate Content to Localize global programs, tools, and resources to maximize effectiveness in local markets
Qualifications (knowledge, skills, abilities)
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Understanding and ability to fulfill all marketing functions including marketing communications, marketing programs and research and analysis.
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Demonstrable marketing experience or equivalent in the respective Area.
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An understanding of IT industry trends, issues, and concepts.
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Effective verbal and written communications skills.
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Excellent presentation skills.
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Ability to effectively work with a variety of organizations, management levels, cultures, and personalities.
- **Oral and written fluency in English.
