Senior Account Based Marketing Manager

1 week ago

London, Greater London, United Kingdom The Economist Full time
About the Role

The Senior Account Based Marketing Manager is a key position within The Economist Group, responsible for driving strategic growth and client engagement across our key accounts.

Key Responsibilities
  • Collaboration in Account Selection:
    • Partner with Sales Leadership to support the selection of target accounts for ABM strategies.
    • Contribute insights and marketing perspectives in the account selection process to ensure a cohesive strategy.
  • Tailored Campaign Strategy Development:
    • Develop and execute detailed, customised marketing campaigns for each selected key account, focusing on their unique needs and business challenges.
    • Utilise a multi-channel approach, integrating digital, direct, and personalised marketing tactics.
  • Sales and Marketing Alignment:
    • Work closely with sales teams to align marketing efforts with sales goals, ensuring a unified approach to target accounts.
    • Facilitate regular strategy sessions with sales, customer success and marketing teams to ensure consistent messaging and objectives.
  • Advanced Engagement Analytics:
    • Employ sophisticated tools to track and analyse engagement metrics for each target account, assessing the impact of marketing campaigns.
    • Use analytics insights to refine and optimise ongoing and future campaigns for maximum effectiveness.
  • Building and Strengthening Client Relationships:
    • Cultivate strong relationships with key stakeholders in target accounts, understanding their business needs and pain points.
    • Deliver consistent value through personalised content and solutions, establishing The Economist Group as a trusted partner.
  • Continuous Market and Account Insight Gathering:
    • Stay abreast of industry trends, market changes, and specific developments within target accounts.
    • Regularly gather and integrate insights into marketing strategies to ensure relevance and effectiveness.
  • Feedback Loop and Performance Reporting:
    • Establish a feedback loop with sales, customer success and target accounts to gather insights on campaign effectiveness.
    • Report on campaign performance, engagement levels, and ROI to stakeholders, using data to showcase success and inform future strategies.
  • Cross-Functional Collaboration for Campaign Execution:
    • Coordinate with different functional teams, including content, creative, digital, and events, to ensure cohesive execution of ABM campaigns.
    • Ensure that all campaign elements are on-brand and aligned with the overall B2B marketing strategy of The Economist Group.
Requirements
  • Experience Required for the Role:
    • Extensive ABM Experience: At least 5 years of experience in Account-Based Marketing, preferably in a B2B environment, with a proven track record of developing and executing successful ABM campaigns.
    • Collaborative Account Selection: Experience working with Sales Leadership to support the selection and prioritisation of target accounts for ABM initiatives.
    • Multi-Channel Marketing Campaigns: Demonstrated expertise in managing multi-channel marketing campaigns tailored to key accounts, including digital, direct, and personalised marketing tactics.
    • Industry-Specific Knowledge: Familiarity with the specific sectors and industries relevant to The Economist Intelligence's offerings, and experience tailoring ABM strategies to these segments.
    • Analytics and Reporting: Solid background in using advanced analytics tools to measure campaign effectiveness and ROI, with experience in presenting findings to stakeholders.
  • Skills Required for the Role:
    • Strategic Marketing Skills: Advanced skills in crafting and implementing comprehensive ABM strategies that align with both marketing and sales objectives.
    • Analytical and Data-Driven Approach: Proficient in using analytics to drive marketing decisions, with a keen ability to interpret data and turn insights into action.
    • Stakeholder Engagement: Exceptional skills in building and maintaining relationships with key stakeholders, both internal (sales teams, leadership) and external (clients, partners).
    • Communication and Collaboration: Excellent communication and interpersonal skills, necessary for aligning various teams and ensuring cohesive campaign execution.
    • Adaptability and Innovation: Ability to adapt to evolving market trends and incorporate innovative approaches in ABM strategies

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