Account-Based Marketing

The ABM & Marketing Automation Specialist is responsible for developing and executing highly targeted, multi-channel account-based marketing programs while managing marketing automation and email campaigns. This role works as a strategic partner across the growth organization – collaborating closely with Revenue Operations (RevOps), sales, and marketing teams to deliver deeply personalized campaigns and relevant content that align with business objectives and account needs, driving revenue growth and pipeline acceleration.

Key Responsibilities

ABM Strategy & Execution

• Collaborate with marketing, sales, and RevOps to identify, research, and segment high-value target accounts using firmographic, behavioral, and intent data aligned to our ICP and revenue targets.
• Contribute to the development and implementation of tailored ABM strategies and account plans in partnership with cross-functional teams, with a focus on key clients, addressing their specific needs, challenges, and buying committee dynamics.
• Create and deliver personalized, orchestrated experiences across multiple touchpoints including email, events, digital advertising and content syndication to move key accounts through the buying journey.

Marketing Automation & Campaign Management

• Use marketing automation tools (such as HubSpot) to build, schedule, and execute ABM-focused campaigns, ensuring timely and targeted outreach to key accounts.
• Apply best practices in list segmentation, workflow set-up, and lead scoring for ABM initiatives, in partnership with the broader marketing team.
• Oversee the marketing email calendar, coordinating launches and collaborating with other team members to maintain strategic alignment and avoid conflicts.

Cross-functional Collaboration and Alignment

• Work in lockstep with RevOps to ensure data integrity, lead routing, account scoring models, and pipeline reporting align with ABM program goals.
• Collaborate with Sales and Account Teams to ensure alignment on account prioritization, outreach timing, and campaign coordination, leveraging CRMS and ABM platforms (Microsoft Dynamics).
• Partner with content, design, and product marketing teams to develop account-specific assets and messaging.

Performance Measurement & Optimization

• Track, measure, and analyze account engagement, pipeline influence, and campaign performance using ABM-specific metrics (account engagement scores, buying group coverage, velocity, etc.).
• Provide regular reports and actionable insights to Marketing, RevOps and Sales Leadership.
• Continuously test and refine ABM tactics, automation workflows, and email campaigns using data-driven insights and feedback from Sales and Account Teams.
• Stay current on ABM best practices, marketing automation trends, AI-enabled personalization tools, and compliance requirements relevant to enterprise workforce transformation sectors as well as our clients' regulated industries.

Required Skills & Qualifications

• Bachelor's degree in marketing, business, or related field.
• 3-5 years of experience in B2B marketing with demonstrated expertise in demand generation, ABM, and marketing automation.
• Proven track record executing ABM programs for enterprise accounts with complex buying committees.
• Strong project management and organizational skills; able to manage multiple complex, concurrent campaigns with competing priorities.
• Proficiency with CRM, marketing automation, and ABM platforms (preferably Microsoft Dynamics, HubSpot, and ZoomInfo).
• Expertise in email marketing best practices, deliverability, segmentation, and regulatory compliance (GDPR, CAN-SPAM, etc.).
• Excellent communication and storytelling skills to create compelling, customized messaging for executive and practitioner audiences.
• Data-driven mindset with analytical skills to interpret metrics, derive insights and optimize marketing programs for maximum ROI.
• Collaborative team player with experience working cross-functionally with sales, RevOps, and customer success in fast-paced, matrixed environments.

Preferred Qualifications

• Experience in professional services, learning & development, or workforce transformation industries.
• Familiarity with ABM measurement frameworks and attribution modeling.
• Understanding of enterprise sales cycles and strategic account management.
• Experience with account intelligence and intent data platforms.