Account Based Marketing and Demand Generation

Infoworks is seeking a Senior Manager of ABM and Demand Gen to drive new customer demand, customer expansion, and partner community engagement, to meet revenue growth objectives, and develop a predictable, repeatable, scalable demand gen practice.  

In this role you will be a strategic partner to Sales, Customer Success and our SDR team, with a shared goal of growing pipeline and revenue. You’ll bring expert knowledge and innovation around ABM and omnichannel demand generation, as well as content strategy and development, targeting large enterprise, technology C-levels and mid-management influencers and recommenders. 

Who You Are

• 8+ years B2B demand generation, ABM and content experience
• 5+ years experience in enterprise software in the big data/analytics domain
• Bachelor or Master level degree in marketing, communications, or business.
• Expertise in 6sense and HubSpot; preferred experience in Sales Force, ZoomInfo and Linked In Sales Navigator
• Successfully built ABM programs at scale and can implement a modern enterprise marketing playbook. Extensive knowledge and experience with traditional and digital marketing execution tactics
• Strong content development and writing skills. Exceptional verbal and written communication skills
• Strong analytical skills and ability to draw actionable insights.  
• Metrics-driven; committed to deliver against pipeline, revenue and expansion targets.
• Mentally curious: test, measure, optimize to find better ways to deliver customer value
• Champion of cross-functional collaboration, co-own the pipeline, revenue and retention/expansion targets with your stakeholders. 
• Bias towards action. You’re scrappy and entrepreneurial. You thrive in fast-paced environments and are willing to roll up your sleeves to build something great with a great company and have fun in the process. 

What You'll Do

Infoworks Marketing is high touch, customer first: helping our prospects, customers and partners succeed through insights and education; being the trusted advisor. You’ll have great tools that set you up for success to exercise your Demand Gen and ABM creativity: 6sense, ZoomInfo, HubSpot, Salesforce, Linked In Sales Navigator, Salesloft to name a few. Reporting into the Vice President, Field Marketing, you’ll have an opportunity to measurably impact the success of Infoworks through: 

Strategy

• • Develop a data-driven, metrics-based integrated demand generation strategy, and associated quarterly execution plans, that aligns to sales and business KPIs where demand gen is measured in contribution to pipeline, revenue and expansion.
  • Cultivate a deep understanding of Infoworks positioning, messaging, end-to-end narrative, ICP and value proposition to develop targeted messages and content for prospect, customer and partner cohorts

ABM and Omnichannel Demand

• • Develop end-to-end ABM campaigns per cohort to nurture throughout customer life cycle; identify and harvest intent activity, fully leverage marketing systems to design and execute highly targeted and bespoke  campaigns
  • Define omnichannel, integrated inbound and outbound lead acquisition and conversion campaigns moving them effectively through the buyer journey
  • Develop ICP and target account lists with specific emphasis on 6sense and ZoomInfo harvesting; account mapping and lookalike audience targets aligned across marketing, SDR’s, Sales and Customer Success 

Content

• • Define content strategy;, develop and manage development of content that tells the story throughout each stage of the buyer journey and customer life cycle  
  • Measure and manage content asset performance; identify top performing assets and offers across each stage to optimize content and demand plan  
  • Develop sequences and talk tracks with SDRs to cultivate and convert leads 

Lead Scoring 

• • Continually refine lead scoring based on quality, conversion and capacity

End-to-End Funnel Optimization

• • Manage and optimize leads-to-revenue funnel against volume, velocity and conversion in alignment with SDR’s, Sales, Rev Ops and Customer Success 
  • Consistently test, measure and optimize campaigns and programs based on response, conversion, multivariate testing, analytics, and stakeholder feedback
  • Work hand-in-hand with Marketing Ops and Sales Ops to manage, optimize and automate end-to-end funnel stages, workflows and metrics

Analytics: Managing and Reporting 

• • Establish tracking and measurement dashboards to continually monitor performance, adjust/pivot as needed 
  • Establish lead attribution reporting and analysis to identify and inform tactics, content, cohorts; calculate metrics including CPL, CPO, ROI. 
  • Forecast, analyze and report to stakeholders and leadership results and recommended actions to achieve lead, pipeline, revenue and expansion KPIs