BirdAI - Account Based Marketing Specialist

Job Description:

The Account-Based Marketing (ABM) Specialist will play a critical role in the execution, optimization, and scaling of our ABM programs to drive full-funnel audience engagement and pipeline growth.

This position serves as a cornerstone for operationalizing our ABM strategy, fostering collaboration between marketing and sales, and enhancing personalization across all customer touchpoints.

By leveraging data-driven insights, the ABM Specialist will ensure the seamless alignment of marketing initiatives with business objectives, creating a measurable impact on revenue generation.

Key Responsibilities:

ABM Program Execution:

- Collaborate with cross-functional teams to support the orchestration of ABM programs that align with organizational go-to-market strategies.

- Develop and manage full-funnel audience segmentation for Top of Funnel (ToFU), Middle of Funnel (MoFU), and Bottom of Funnel (BoFU) stages, ensuring stage-specific messaging and optimized resource allocation.

- Partner with demand generation teams to design campaigns targeting strategic accounts and verticals.

Personalization and Content Development:

- Create and continuously refine industry-specific landing pages, marketing emails, and ad copy to drive engagement and conversion.

- Customize messaging to resonate with targeted personas and accounts within specific verticals, ensuring alignment with customer pain points and goals.

- Leverage insights from engagement data to personalize outreach and content delivery

Email Marketing:

- Design and execute vertical-specific email campaigns using Marketo, ensuring relevance for top-performing industries.

- Build and manage trigger-based email workflows that respond to account signals and activity insights, enabling timely and personalized communications.

- Optimize email performance through A/B testing of subject lines, messaging, and design.

Display and Social Advertising:

- Develop, implement, and optimize display advertising campaigns with a focus on improving Click-Through Rates (CTR) and Conversion Rates (CVR).

- Create and manage LinkedIn advertising programs tailored to targeted accounts and personas, ensuring alignment with broader ABM objectives.

- Analyse ad performance metrics and refine strategies for maximum effectiveness.

Sales Collaboration:

- Use engagement data and buying signals to deliver actionable insights to sales teams, enabling focused and effective follow-ups on high-priority accounts.

- Collaborate with sales to track and validate engagement efforts, ensuring timely interactions and program continuity.

- Conduct regular check-ins with sales teams to align ABM efforts with pipeline development goals.

Reporting and Optimization:

- Continuously monitor the performance of ABM campaigns, leveraging data to identify opportunities for improvement.

- Share detailed campaign insights and performance reports with stakeholders, highlighting ROI and key metrics.

- Propose and implement data-driven adjustments to enhance program effectiveness.

Attributes & Competencies:

Experience:

- Minimum of 5 years of experience in ABM, demand generation, or digital marketing, ideally within the B2B SaaS or technology sectors.

Technical Skills:

- Proficiency in marketing automation tools such as Marketo.

- Familiarity with CRM platforms like Salesforce for tracking and analyzing campaign performance.

- Hands-on experience with ABM orchestration tools such as DemandBase or similar platforms.

- Expertise in designing and executing email campaigns, display ads, and LinkedIn advertising programs.

Core Competencies:

- Strong understanding of ABM principles, including full-funnel marketing strategies and persona-based messaging.

- Analytical mindset with a proven ability to translate complex data into actionable insights.

- Exceptional organizational skills with a results-driven and detail-oriented approach.

- Proficiency in A/B testing methodologies to optimize campaign performance.

Attributes:

- Excellent collaboration and communication skills, enabling seamless coordination across marketing, sales, and demand generation teams.

- Adaptable and resourceful in solving challenges within a dynamic, fast-paced work environment.

- Innovative thinker with a commitment to continuous learning and improvement.