Principal Product Marketing Manager, Agents for Good™

Principal Product Marketing Manager, Agents for Good™ 

Blackbaud is looking for a marketing leader to launch and grow our brand-new agentic AI solutions. This is a rare opportunity to operate with the energy and creativity of a startup inside an established public company focused on supporting the organizations, institutions and corporations that drive social impact! In this role, you will join Blackbaud’s Global Marketing COE and be responsible for the end-to-end GTM strategy and execution of six critical GTM functions: 

• GTM Strategy: Analyze target market and opportunity; document market drivers to inform offer strategy; consult pillar leaders as they build, price and package offers to align with buyer preference within margin targets; evangelize product fit per market 

• Positioning & Packaging: Distill market themes and product capabilities into master messaging to communicate benefits across geographies and verticals; develop marketing assets to enhance our position at all stages of the funnel 

• Product & Offer Launch:  Drive sales velocity and power customer success through education on product launches, offer value, buyer personas, market trends, and competitive differentiation; host biannual Product Update Briefings 

• Sales Enablement: Document key sales plays by selling segment; enable frontlines (vertical sales, success and renewals) on how to cultivate/sell opportunities within the designated segment; work with sales leadership, product management leadership, and the Marketing COE to represent solutions to influencers and partners 

• Customer Evidence: In partnership with product management and success, document critical outcomes delivered by product; drive creation of customer evidence collateral to influence purchase, adoption, usage, and retention as relevant across the customer lifecycle  

• Competitive Insights: Understand and communicate competitive differentiation at the product, solution, and company level; document opportunities to win against top competitors; arm sales and renewals teams to combat competitive threats 

The ideal candidate is driven to succeed in a start-up culture, passionate about the potential of AI, an excellent communicator and presenter, an active listener, agile thinker, and motivated above all to delight customers. 

Details of the role include: 

Position and evangelize Blackbaud’s Agents for Good portfolio: 

• Analyze, establish, and evolve Product/Market Fit  

• Develop content and messaging and lead internal education on the product, buyer, and market dynamics of your buyer persona, and the nonprofit marketplace 

• Ensure Blackbaud’s unique value proposition is properly represented across all channels through effective positioning, collateral, digital content, 3rd party references, sales coaching and more by acting as the subject matter expert on all external-facing messaging 

• Act as the primary liaison for Demand Generation, Digital, Vertical-based, and Corporate Marketing teams involved in marketing Blackbaud’s solutions and ensure your core solution and persona message provides a successful platform for all marketing stakeholders 

• Lead the charge to enable frontlines (sales, success, renewals) with value proposition and objection handling 

Drive the go-to-market execution: 

• Develop a keen understanding of the competition, buyer needs, industry influencers and decision makers while possessing the ability to effectively communicate and publicly represent the company and our products at industry events. 

• Arm internal and external stakeholders with: value/differentiation presentations, demonstrations, call scripts, case studies, web content, white papers, and competitive research. 

• Partner with product management, customer success, and other teams to improve client communications including generating regular client interactions, developing clear feedback loops, and providing guidance for product advisory groups and other client events 

Deliver upon market-specific marketing goals in close partnership with growth team: 

• Contribute to demand generation goals for the accounting market across all stages of the marketing funnel 

• Leverage your market expertise to orchestrate demand generation campaigns impacting your target market and provide messaging guidance to develop the most impactful programs 

• Collaborate with Demand Generation and Digital Marketing teams to design and deliver the content needs for all lead generation initiatives across multiple vehicles:  SEM, content marketing, tradeshows, webinars, calling campaigns, marketing automation programs, etc. 

Experience and Skills: 

• 7+ years of Marketing experience within a growing Software-as-a-service (SAAS) organization 

• 2+ years’ experience critically engaging, presenting, and influencing executive audiences 

• Experience and a track record of driving adoption, growth, and results for an incubating product   

• Experience marketing an AI solution or achievement of certification in AI technology fundamentals 

• Mastery of go-to-market methodology and Product Marketing principals 

• Mastery in competitive Market Analysis 

• Demonstratable success in collaborating, managing expectations, and producing results in a matrixed organization and across internal teams 

• Exceptional ability to develop product content for non-technical audiences; able to evaluate AI-produced content for accuracy and edit for relevance 

• Excellent project management skills and proven ability to deliver on short and long-term timeframes 

• Self-starter, creative thinker, excellent listener, communicator, and influencer 

• Proficiency with Microsoft Teams, Copilot, Word, Excel and Powerpoint 

• Experience with salesforce.com, Asana (or similar project management tool), Klue (or similar competitive intelligence tool, Gong (or similar opportunity tracking tool)