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Strategic ABM Marketing Manager
4 months ago
About the Role
Cloudflare’s Marketing Team is searching for a Strategic ABM Marketing Manager (EMEA) to develop and execute the ABM strategy in EMEA, primarily for Enterprise and strategic segments. This is a key unit to focus largely on 1:1 ABM programs
In this high impact role, you will put your creativity and marketing prowess to work to develop, launch, manage and measure highly targeted and customized 1:1 ABM programs that help penetrate aligned target accounts with defined stakeholders in meaningful ways to increase engagement and breadth in the account, and contribute to pipeline and revenue generation.
Successful candidates are well versed in Enterprise level ABM with full funnel campaign management and a wide variety of online and offline tactics; have experience with account personalisation tactics; understand the motivations of technical and executive stakeholders; and have a successful track record of achieving Marketing Qualified Account (MQA) / Qualified Buying Groups (QBG)) KPIs and pipeline influence goals.
Responsibilities .
- Account Research & Insights - Work closely with the insights agency to curate actionable insights for the account team as well as enable the building of the account plan
- 1:1 Marketing plan. Own the creation and activation of the marketing plan for strategic accounts across EMEA. The goal is activate 1:1 marketing programs for 10 accounts across EMEA
- Personalisation. Develop and manage personalized digital sales rooms and online experiences tailored to each target account. Conceptualize and execute creative, high-impact direct mail campaigns to cut through the noise and capture attention.Design and lead account-specific programs (campaign and events) to help us connect with account stakeholders in meaningful ways. Deliver memorable, personalised customer experiences where we can share knowledge, best practices, and the value of Cloudflare solutions. Foster pre and post-event effectiveness with customer communications, sales communications, and internal feedback.
- Scale. Continuously explore new and innovative ways to personalize and elevate the account-based experience. Utilize AI and machine learning technologies to scale personalization efforts and deliver highly relevant, one-to-one experiences at scale
- Orchestration in ABM . Encompass the orchestration of 1:1 Account Based Marketing (ABM) initiatives. You will strategically coordinate marketing and sales efforts, aiming to engage and cultivate high-value target accounts. Your responsibilities will involve harmonizing diverse marketing channels and activities to craft and consistently deliver personalized messages to identified accounts. Additionally, you will be tasked with developing and executing a comprehensive strategy that ensures all interactions with target accounts are timely and customized to cater to their specific needs and preferences.
- Campaign Execution : Plan and lead the team to execute campaigns utilizing a variety of channels (e.g. account-specific events, paid social, email, direct mail,, events, social/display advertising). Use tools and platforms ( Contentful, Reachdesk, etc.) to execute campaign tactics to help progress leads through the customer journey. Manage campaign launch and timeline, and facilitate data-driven improvements. Orchestrate cross-functional engagement with account teams and manage account audiences in DemandBase/6sense or similar platforms.
- Measurement / reporting : Analyze, report, and measure the full impact of ABM campaigns in terms of stakeholder reach/engagement, meetings booked, pipeline and revenue influenced. Utilize Salesforce/Tableau reporting tools to evaluate campaign performance and report ROI. Develop and manage budget and prioritization across tactics/channels with a keen eye on ROI. Provide ongoing data and insights reports on traction gained with key accounts to the respective stakeholders
- Internal Champion : Be the champion of strategic ABM by driving a clear and strong narrative across the EMEA backed with data insights on how the methodology and strategy is supporting Cloudflare to penetrate large accounts to success. In addition to this also serve as champion for demandbase across all the strategic AEs enabling them to utilize the full potential of demandbase for their accounts
Your experience shows that you…
- Have started or scaled 1:1 ABM in a B2B Saas company
- Have experience working with sales to help build pipeline and generate revenue from the largest/strategic accounts
- Are a creative marketer and have planned and executed some innovative personalised campaigns
- Have experience developing 1:1 campaigns that helped sales teams connect with enterprise account stakeholders in meaningful ways.
- Have experience running points on integrated campaigns from start to finish
- Have incredible attention to detail
- Possess seamless and precise communication and presentation skills
- Are results/data oriented, comfortable analyzing data and well versed in Marketo, Salesforce and an ABM tools like DemandBase
- Knowledge of ITSMA or other ABM frameworks
- Have great instinct for what great customer experience looks like in different mediums
- Have high competency in digital marketing trends, paid social and best practices.
- Knowledge of AI and machine learning applications in marketing, and how to leverage these technologies for personalization at scale
- Have proven track record meeting/exceeding lead generation and pipeline influence targets.
- Have experience in B2B enterprise software/SaaS marketing and partnering with sales teams to deliver results.
- Have exceptional project management skills and creativity required for campaign development.
- Have the ability to work effectively in a fast-paced and ever-changing environment with tight deadlines.
Requirements
- 3-5 years experience developing and executing 1:1 ABM programs. (ideally in enterprise software, SaaS, networking and/or cybersecurity segments).
- Demonstrable expertise building full funnel campaign tactics and management, including the ability to understand the motivations of technical buyers and executive stakeholders.
- Strong sense of teamwork, collaboration, and relationship management.
- An independent self -starter who enjoys working in a fast-paced environment.
- Highly analytical and research-oriented with the ability to extract insights from data to drive account messaging and campaigns
- Demonstrated understanding of ABM, demand generation, nurture best practices, and campaign creation.
- Strong communication skills and ability to work with multiple stakeholders
- Experience working in rapid growth SaaS companies and industries
- Knowledge about cybersecurity market and technologies
- Hands-on experience with latest ABM platforms such as DemandBase / 6Sense, Drift, etc.
- Skill to use BI tools, Salesforce, Marketo, Google Analytics and other digital marketing tools
- Excellent project management and time management skills
