Enterprise Account-Based Marketing (ABM) Manager

Who You Are

We're seeking a strategic and results-driven Enterprise Account-Based Marketing (ABM) Manager to spearhead our targeted marketing efforts for high-value enterprise accounts in the events and conferences sector. This role is crucial in aligning our marketing initiatives with sales objectives to drive revenue growth and expand our market share in the competitive event technology landscape.

About the Role

1. ABM Strategy Development and Execution:
• Design comprehensive, multi-touch ABM programs for a portfolio of 50-75 enterprise accounts
• Collaborate with sales leadership to identify, prioritize, and tier target accounts based on potential revenue and strategic importance
• Develop account-specific value propositions and messaging that resonates with key decision-makers in the events industry
2. Campaign Creation and Management:
• Craft personalized, multi-channel marketing campaigns leveraging digital advertising, email, direct mail, social media, and events
• Oversee the creation of high-impact, account-specific content including whitepapers, case studies, and interactive demos
• Implement advanced targeting and personalization techniques using intent data and predictive analytics
3. Cross-functional Collaboration:
• Work closely with the sales team to ensure alignment on account strategies and seamless handoff of marketing-qualified leads
• Partner with product marketing to translate complex event technology features into compelling benefits for target accounts
• Coordinate with the demand generation team to integrate ABM tactics into broader marketing initiatives
4. Technology and Data Management:
• Leverage marketing automation (e.g. HubSpot) and CRM (e.g., Salesforce) platforms to execute and track ABM programs
• Possibly utilize ABM-specific tools such as Demandbase, 6sense, or Terminus for account identification and engagement
• Manage and analyze account-level data to inform targeting and personalization strategies
5. Performance Analysis and Optimization:
• Develop and monitor KPIs for ABM initiatives, including engagement rates, pipeline influence, and ROI
• Conduct regular performance reviews and present results to senior leadership
• Continuously test and optimize ABM tactics based on data-driven insights
6. Industry and Competitive Intelligence:
• Stay abreast of emerging trends in event technology, virtual/hybrid events, and enterprise marketing
• Monitor competitor activities and positioning in the enterprise events space
• Attend industry conferences and events to network and gather market intelligence

What You’ve Done Before

• 5- 7 years of B2B marketing experience, with at least 4 years focused on ABM in a SaaS or enterprise software environment
• Proven track record of developing and executing successful ABM programs that directly impact revenue growth
• Deep understanding of the event technology landscape and the unique challenges faced by enterprise event organizers
• Strong proficiency in marketing automation (HubSpot) and CRM (Salesforce) platforms
• Experience with ABM-specific tools such as Demandbase, 6sense, or Terminus
• Excellent project management skills with the ability to manage multiple complex campaigns simultaneously
• Superior communication and presentation skills, with the ability to effectively engage C-level executives
• Data-driven mindset with strong analytical and problem-solving abilities
• Familiarity with digital advertising platforms and programmatic media buying

It’d be Great if You’ve Done This

• Experience marketing virtual or hybrid event solutions
• Knowledge of account-based advertising and retargeting strategies
• Certification in relevant marketing disciplines (e.g., HubSpot Certified Expert, Salesforce Certified Administrator)

Swoogo & How We Work

Learn more about Swoogo and how we work.