Senior Account-Based Marketing Specialist - Public Sector

Sr. ABM Specialist - PubSec

Overview:

The ABM Senior Specialist is a key role in driving the success of our Account-Based Marketing (ABM) strategy for the Public Sector. This individual will be responsible for planning, executing, and optimizing targeted marketing programs focused on engaging and converting a select few high-value strategic accounts. The ideal candidate is a data-driven marketer with a strong understanding of ABM principles, excellent project management skills, and has a strong ability to collaborate effectively with sales and marketing teams. Must have prior experience in marketing for the public sector. Your ability to understand the unique challenges and opportunities within the public sector will be crucial to your success.

Responsibilities:

• Strategy & Planning:

• Support the development and execution of the overall 1:1 & 1:Few ABM strategy, aligning with business objectives and revenue goals.
• Identify and segment high-value accounts based on various criteria (e.g., industry, revenue, potential).
• Develop detailed ABM plans for target accounts, including goals, strategies, tactics, timelines, and budgets.
• Collaborate with sales to define account engagement strategies and ensure alignment throughout the customer journey.

• Campaign Execution:

• Define and implement comprehensive ABM strategies aligned with overall business objectives and specific account goals within the public sector.
• Create or oversee the creation of compelling and personalized account-based content tailored to specific accounts and buyer personas.
• Coordinate with internal teams (e.g., product marketing, brand, digital) and external vendors to ensure timely and effective campaign delivery.
• Utilize marketing automation platforms and ABM tools to execute and track campaigns.

• Measurement & Optimization:

• Define and track key ABM metrics to measure campaign effectiveness and ROI (e.g., engagement rates, pipeline generated, deal velocity).
• Analyze campaign data to identify areas for improvement and optimize campaign performance.
• Provide regular reports and insights to stakeholders on ABM progress and results.
• Conduct A/B testing to refine messaging, tactics, and targeting.

• Sales Enablement & Collaboration:

• Work closely with sales teams to ensure they are equipped with the necessary resources and information to engage target accounts effectively.
• Facilitate regular communication and feedback between sales and marketing to optimize ABM efforts.
• Provide training to sales on ABM best practices and how to leverage marketing programs.

• Technology & Tools:

• Become proficient in the use of ABM platforms and marketing automation tools.
• Evaluate and recommend new technologies to enhance ABM effectiveness.
• Ensure data integrity and accuracy within ABM systems.

Qualifications:

• Bachelor's degree in Marketing, Business, or a related field.
• 3-5 years of experience in B2B marketing, with a focus on ABM.
• 3-5 years of experience in marketing to the Pubic Sector
• Proven track record of planning and executing successful ABM campaigns.
• Strong understanding of ABM principles, strategies, and tactics.
• Experience with marketing automation platforms (e.g., Marketo) and ABM tools (e.g. 6sense).
• Excellent project management and organizational skills.
• Strong analytical skills and the ability to interpret data to drive decisions.
• Excellent communication and interpersonal skills.
• Ability to collaborate effectively with cross-functional teams.
• Strong writing and content creation skills.
• Experience in the Cybersecurity industry is a plus.

Preferred Skills:

• ABM certification.
• Experience with Salesforce or other CRM systems.
• Knowledge of account-based sales development.

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