Strategic ABM Specialist

About the Role
Cloudflare is redefining how enterprise IT operates, establishing its own category, and growing a billion-pound business with annual growth exceeding 40%. Our regional marketing teams are leading this expansion. We are seeking senior leaders who are growth-driven problem solvers, data-informed decision makers, fearless innovators, and relentless builders.
Cloudflare's Marketing Team is searching for a Strategic ABM Specialist (EMEA) to develop and execute the ABM strategy in EMEA focused on our priority industry verticals. This role will report directly to the Head of Strategic Marketing - EMEA and work closely with our EMEA Marketing team, Regional Field Marketing Managers, and the Sales Organisation
In this high impact role, you will put your creativity and marketing prowess to work to develop, launch, manage and measure 1:Few ABM programs tailored to industry verticals that help penetrate aligned target accounts with defined stakeholders in meaningful ways to increase engagement, and contribute to pipeline and revenue generation.
Successful candidates are well versed in Enterprise level ABM with full funnel campaign management and a wide variety of online and offline tactics; have experience with account personalisation tactics; understand the motivations of technical and executive stakeholders; and have a successful track record of achieving Marketing Qualified Account (MQA) / Qualified Buying Groups (QBG)) KPIs and pipeline influence goals.
Responsibilities.

• Industry Research & Insights: Work closely with the insights agency to curate industry trends and insights and develop POVs and customer facing thought leadership content
• 1:Few Marketing plan: Own the creation and activation of the annual marketing plan for key industry verticals, comprising content development, campaign landing pages, direct mail, digital campaigns, content syndication, vertical specific trade shows and hosted C-level events. Manage campaign launch and timeline, and facilitate data-driven improvements. Orchestrate cross-functional engagement with account teams and manage account audiences in DemandBase/6sense or similar platforms.

Scale: Continuously explore new and innovative ways to personalize and elevate the account-based experience. Utilize AI and machine learning technologies to scale personalization efforts and deliver highly relevant, one-to-few experiences at scale

• Orchestration in ABM. Drive the orchestration of 1:Few Account Based Marketing (ABM) initiatives. You will strategically coordinate marketing and sales efforts, aiming to engage and cultivate high-value target accounts. Your responsibilities will involve harmonizing diverse marketing channels and activities to craft and consistently deliver personalized messages to identified accounts. Additionally, you will be tasked with developing and executing a comprehensive strategy that ensures all interactions with target accounts are timely and customized to cater to their specific needs and preferences.
• Measurement / reporting: Analyze, report, and measure the full impact of ABM campaigns in terms of stakeholder reach/engagement, meetings booked, pipeline and revenue influenced. Utilize Salesforce/Tableau reporting tools to evaluate campaign performance and report ROI. Develop and manage budget and prioritization across tactics/channels with a keen eye on ROI. Provide ongoing data and insights reports on traction gained with key accounts to the respective stakeholders
• Internal Champion: Be the champion of strategic ABM by driving a clear and strong narrative across the EMEA backed with data insights on how the methodology and strategy is supporting Cloudflare to penetrate large accounts to success. In addition to this also serve as champion for demandbase across all the strategic AEs enabling them to utilize the full potential of demandbase for their accounts

Your experience shows that you...

• Have started or scaled 1:Few ABM in a B2B Saas company
• Have experience working with sales to help build pipeline and generate revenue from the largest/strategic accounts
• Are a creative marketer and have planned and executed some innovative personalised campaigns
• Have experience developing 'industry vertical' campaigns that helped sales teams connect with enterprise account stakeholders in meaningful ways.
• Have experience running points on integrated campaigns from start to finish
• Have incredible attention to detail
• Possess seamless and precise communication and presentation skills
• Are results/data oriented, comfortable analyzing data and well versed in Marketo, Salesforce and an ABM tools like DemandBase
• Knowledge of ITSMA or other ABM frameworks
• Have great instinct for what great customer experience looks like in different mediums
• Have high competency in digital marketing trends, paid social and best practices.
• Knowledge of AI and machine learning applications in marketing, and how to leverage these technologies for personalization at scale
• Have proven track record meeting/exceeding lead generation and pipeline influence targets.
• Have experience in B2B enterprise software/SaaS marketing and partnering with sales teams to deliver results.
• Have exceptional project management skills and creativity required for campaign development.
• Have the ability to work effectively in a fast-paced and ever-changing environment with tight deadlines.

Requirements

• 3-5 years experience developing and executing 1:Few ABM programs / Industry Vertical campaigns. (ideally in enterprise software, SaaS, networking and/or cybersecurity segments).
• Demonstrable expertise building full funnel campaign tactics and management, including the ability to understand the motivations of technical buyers and executive stakeholders.
• Strong sense of teamwork, collaboration, and relationship management.
• An independent self -starter who enjoys working in a fast-paced environment.
• Highly analytical and research-oriented with the ability to extract insights from data to drive account messaging and campaigns
• Demonstrated understanding of ABM, demand generation, nurture best practices, and campaign creation.
• Strong communication skills and ability to work with multiple stakeholders
• Experience working in rapid growth SaaS companies and industries
• Knowledge about cybersecurity market and technologies
• Hands-on experience with latest ABM platforms such as DemandBase / 6Sense, Drift, etc.
• Skill to use BI tools, Salesforce, Marketo, Google Analytics and other digital marketing tools
• Excellent project management and time management skills