Account Based Marketing Manager

Description

Informatica is looking to fill an Account Based Marketing Manager where experience working with priority accounts across North America is key. Successful candidates will be well versed in full-funnel campaign management, a wide variety of online and offline tactics, understand the motivations of buyers across buying committees, and have a successful track record of meeting pipeline creation, pipeline progression, wallet share and ROI goals.

Job Summary

As the Account Based Marketing Manager, you will manage the execution of ABM 1:Few cluster campaigns and 1:One account engagements. You will report to the Director of ABM and be adept in working in a fluid, fast-paced environment - cross-functionally collaborating across Marketing, Sales, Customer Success, other business units - as well as customer champions, directly.

You will have experience managing highly targeted, multi-touch campaigns - that will include a marketing mix of paid media, social selling, email, direct mail, seller activation and events to engage and drive new business across key strategic customer and prospect accounts. You will have good working knowledge for the latest marketing technologies to drive campaigns and ROI - including experience with ABM technologies such as 6sense. You will be a strong project manager, a great communicator and be innovative in your approach.

You will be practiced in assessing how your execution will drive increased engagement, pipeline, and revenue across high-value accounts.

What You'll Do

Understand our ABM target accounts and where they are in their lifecycle - along with their buying committees and the key personas that participate in them.

1:One ABM Responsibilities:

• Be a direct partner to sales for growing Pinnacle (ABM long-term investments) and ACE (ABM deal-based investments) top-tier, most strategic accounts, leveraging the priorities identified in their account plans.
• Create and manage personalized marketing plans to build deeper relationships across key data management and IT personas as well as buying committees and expand wallet share creating new pipeline and helping to progress existing opportunities.
• Build and execute bespoke, custom and scalable one-to-one programs, collaborating with cross functional teams on elements, including but not limited to, campaign messaging, contact acquisition, targeted list builds, dedicated events, customer advocacy strategies, outbound communications, paid media, and social in these accounts.
• Ideate and manage the creation of unique content - including video and varied collateral formats. Deliverables, ideally, will be built as personalize-able templates for re-use.
• Work with Partner Marketing to evaluate, select and execute joint marketing opportunities with GSI, Channel and Ecosystem partners in accounts based on account plan strategies.
• Provide and communicate 1:One program performance reporting to key business stakeholders, testing and optimizing campaigns as necessary to maximize engagement and ROI.

1:Few ABM Cluster Campaign Responsibilities:

• Define and manage multi-channel campaigns with the right marketing mix to engage target accounts within ABM account clusters, including but not limited to content syndication, paid media, social selling, and in-person and virtual events, to drive increased engagement, pipeline and wallet share. Clusters to be identified based on strategic account priorities and use cases aligned to the global campaign framework outlined within account plans.
• Be able to execute paid media approaches through 6sense and coordinate social selling tactics across LinkedIn, LinkedIn Sales Navigator and Bambu, including target data builds and scalable messages.
• Work cross-functionally to optimize re-targeting campaigns and web personalization strategies for ABM accounts.
• Understand our top-performing messages, assets and offers across account clusters and optimize campaigns based on account engagement and ROI.
• Regularly review intent and engagement data to ensure that ABM accounts are optimally included in campaigns and programs.
• Monitor progression of inbound MQLs to ensure optimal lead flow and timely follow up with Field Sales and Business Development teams. Personalize follow up cadences based on use cases and relevant campaign messaging where needed.
• Educate field reps on how to leverage campaigns, execute program elements and follow-up on inbound leads to ensure conversion to pipeline.
• Provide and communicate program performance reporting to key business stakeholders, testing and optimizing campaigns, programs and events as necessary to maximize engagement and ROI.

Key Essentials

• 5-7 years of proven digital marketing campaign experience at a B2B Enterprise SaaS organization, preferably in an ABM, Field and/or Industry Marketing role.
• Strong project manager and proven success working and collaborating with field sales organizations.
• Deep working knowledge of marketing and reporting tools such as Salesforce, LinkedIn Sales Navigator, Bambu, Marketo, 6Sense and Power BI to execute, track and monitor program performance.
• Enthusiastic, proactive, innovative and open to new ideas.
• Passion for testing and leveraging the latest technologies and methods to optimize and drive results.
• Experience putting gen AI tools to use.
• Detail oriented and analytical problem solver who can juggle and manage multiple priorities independently and cross functionally.
• Outstanding verbal and written communication skills.
• BA/BS degree required in marketing, communications or related field.

What Does Success Look Like?

Work with the Americas Field Marketing ABM team to implement and evolve current plans - driving innovation, best practice execution and high ROI. Lead ABM campaign execution easily working cross-functionally with other Marketing teams including Field, Partner, Industry, Product and Growth Marketing as well as the Sales and Customer Success organizations. Find the right balance of personalization and scale across an ABM marketing mix, including paid media, social selling, email, direct mail, seller activation and events to maximize ROI and campaign performance. Provide ongoing results analysis to grow Informatica wallet share and meet pipeline & revenue targets for the North America business.

Nice to Have

• Business Development or Sales experience.
• Content marketing experience.
• Good working knowledge of other Marketing Technologies such as Marketo, Sendoso and Seismic.

• Comprehensive health, vision, and wellness benefits (Paid parental leave, adoption benefits, life insurance, disability insurance and 401k plan or international pension/retirement plans

• Flexible time-off policy and hybrid working practices

• Equity opportunities and an employee stock purchase program (ESPP)

• Comprehensive Mental Health and Employee Assistance Program (EAP) benefit

We're guided by our DATA values and we are passionate about building and delivering solutions that accelerate data innovations. At Informatica, we know diversity drives innovation. We are proud to be an Equal Opportunity Employer dedicated to maintaining a work environment free from discrimination, one where all employees are treated with dignity.

Informatica (NYSE: INFA), an Enterprise Cloud Data Management leader, brings data and AI to life by empowering businesses to realize the transformative power of their most critical assets. We pioneered the Informatica Intell