Account Based Marketing Lead

The Account Based Marketing (ABM) Lead will play a pivotal role in driving ABM campaigns and initiatives across the EMEA region. You will lead ABM in the region and be responsible for planning, executing, and measuring integrated marketing campaigns that generate pipeline and bookings from target accounts. You will report into the EMEA Demand Generation team but have close ties to the wider ABM function at Workiva.

The ideal candidate will bring a creative, proven approach to ABM and have a strong ability to collaborate with product marketing, campaign management, regional marketing, and sales teams to identify target accounts, develop and execute campaigns, and continuously measure and optimize for success. This role demands a deep understanding of B2B SaaS demand generation, as well as expertise in evolving ABM strategies across personalized (1:1), targeted (1:Few), and broad (1:Many) approaches, including the use of relevant tactics and tools.

What You’ll Do

• Develop and execute marketing strategies that engage target accounts, both at an EMEA-wide and sub-regional level. This includes determining which campaigns require an ABM approach, identifying target accounts, selecting the right channel mix and content, executing campaigns, and reporting results

• Manage and drive the execution of multiple campaigns simultaneously by implementing tailored strategies and tactics across both customer acquisition and expansion efforts

• Collaborate with cross-functional teams to create impactful content and messaging for target accounts across various channels, including email, digital platforms, field events, and more

• Work closely with sales teams to ensure alignment on target accounts, coordinate sales enablement materials, and facilitate a smooth handoff and successful progression of qualified accounts

• Report on each ABM campaign outcomes, tracking key performance indicators (KPIs) such as pipeline generation, bookings, revenue impact, engagement metrics, funnel progression, and deal velocity

• Utilize ABM platforms, marketing automation, CRM, and other relevant tools to monitor campaign performance, derive insights, and recommend campaign optimizations

• Stay current on industry trends, best practices, and emerging technologies in ABM to continuously innovate and improve strategies

What You’ll Need

Minimum Qualifications

• Undergraduate Degree or equivalent combination of knowledge and related career experience

• 8+ years in account-based marketing roles, or closely related fields

Preferred Qualifications

• Experience working across global teams in a hyper-growth B2B SaaS or tech marketing environment

• Proven experience in creating and executing targeted account campaigns with a strong record in meeting/exceeding pipeline and bookings goals

• Strategic and consultative thinker with strong execution abilities

• Strong project management skills, data-driven decision-making, and resource allocation

• Proven experience in creating and executing targeted account campaigns with a strong record in meeting/exceeding pipeline and bookings goals

• Expertise in data interpretation and making informed recommendations

• Adept at managing multiple priorities and tight deadlines

• Experience with account-based marketing platforms, 6Sense preferred

• Proficiency in Marketo and Salesforce is highly preferred

Travel Requirements & Working Conditions

• Up to 10% travel

• Reliable internet access for any period of time working remotely, not in a Workiva office

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