Instructure is a global EdTech leader, serving millions of teachers and students around the world. Openness is core to who we are. That's why we partner with over 900 education technology companies in the largest partner community for any LMS.
Instructure also offers a portfolio of products and services designed specifically for other EdTech providers. These unique solutions empower our partners to more quickly build and scale products, deeply integrate them into Canvas LMS, and differentiate products with research-backed proof of impact.
We're looking for a talented (Senior) Account Based Marketing Specialist who is responsible for leading the identification, development, implementation, management, and measurement of ABM in target accounts to drive pipeline, accelerate sales, and build revenue within those accounts. You will act as a liaison between the Marketing, SDR, and Sales Teams to develop strategies and tactics designed to penetrate targeted accounts.
What you will do:
- Work with Sales, Portfolio Marketing, and within our ABM tools to identify meaningful accounts to target with an ABM strategy
- Develop custom messaging and engagement plans in targeted ABM accounts
- Execute innovative and creative ABM programs across channels to generate a pipeline from concept through execution (strategy, timeline, budget, design and content support, campaign development, and campaign measurement)
- Gather and coordinate analytics across various platforms (Demandbase, SFDC, Marketo, Outreach, Google) and with teams like Sales, Customer Success, SDRs, and others to gather account insights
- Work with Marketing Operations and Sales to ensure campaigns are targeted to the right people and that we have the right contacts in the database
- Provide ongoing data and insights that measure, analyze, and report on ABM target account penetration on a monthly, and quarterly basis as well as impact of ABM efforts on sales pipeline revenue (marketing sourced and influenced)
- Develop and provide ongoing Sales communication to ensure alignment, collaboration, and follow up on ABM leads
- Manage the ABM tools and tech stack including Demandbase, Sales Intelligence Elite, and others
- Help promote ABM across our business by documenting and sharing best practices, driving successful campaigns, and supporting and optimizing our ABM infrastructure
What you will need to know/have:
- Minimum of 10 years of marketing experience in digital marketing, demand generation and/or ABM preferably in high-tech B2B SaaS
- ABM experience in Education industry or Ed Tech moves you to the top of the list
- Strong project management, organization, and time management skills required
- Strong interpersonal and communication skills; ability to develop productive working relationships with Marketing, Sales, and CxO
- Excellent attention to detail, ability to self-manage, problem-solving skills required
- Strong willingness to test, optimize, and improve ABM programs
- Experience executing innovative multi-channel marketing programs for enterprise accounts
- Experience with account targeting and segmentation
- Strong reporting capabilities and the ability to provide insights and analyze ABM programs
- Familiarity with B2B SaaS sales cycles and how to employ marketing strategies to nurture leads and drive engagement
- High proficiency across major marketing technologies, including SFDC, Marketo, Demandbase, Sendoso, Outreach
- Bachelor's degree in marketing, business, or comparable education/experience
Get in on all the awesome at Instructure!
- Competitive salary, equity and 401k.
- Medical, dental, disability, and life insurance.
- HSA program, vision, voluntary life, and AD&D.
- Tuition reimbursement.
- Paid time off, 11 paid holidays, and flexible work schedules.
- LifeStyles Spending Account
Final salary is subject to location and experience.
We’ve always believed in hiring the most awesome people and treating them right. We know that the more diverse we are, the more diverse our ideas will be and when we openly welcome those ideas, our environment is better and our business is stronger.
At Instructure we participate in E-Verify and yes, in case you didn't catch it from the above, we are an Equal Opportunity Employer.
All Instructure employees are required to successfully pass a background check upon being hired.
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Instructure is helping people grow from the first day of school to the last day of work. More than 30 million people use its Canvas and Bridge platforms for learning management and employee development.
