Account Based Marketing Manager, Instructure
$100-120k
+ Ownership program
Dynamic learning management platform
Be an early applicant
Dynamic learning management platform
1001+ employees
Be an early applicant
$100-120k
+ Ownership program
1001+ employees
Company mission
To help learners thrive in tomorrow's landscape by delivering a future-ready ecosystem.
Role
Who you are
- 5–7 years of B2B marketing experience, with 2+ years managing ABM programs in a SaaS or software environment (edtech experience strongly preferred)
- Proven ability to build and execute ABM programs that drive measurable pipeline and customer expansion
- Hands-on expertise with Demandbase, Marketo, Salesforce, Outreach, and Tableau
- Analytical mindset with strong data interpretation and communication abilities
- Excellent communication and collaboration skills, ability to build trust across teams
- Curiosity, creativity, and a test-and-learn approach
- Bachelor’s degree in Marketing, Business, or related field, or equivalent experience
What the job involves
- We’re seeking a Manager, Account-Based Marketing (ABM) to lead strategic, creative, and data-driven campaigns targeting our most important customer and prospect accounts in the BizGov sector
- You’ll collaborate across teams and leverage technology to deliver personalized, impactful experiences that drive engagement and pipeline growth
- Lead and Execute ABM Strategy:
- Design and manage 1:1, 1:few, and 1:many ABM programs, delivering personalized, relevant experiences through integrated email, paid media, direct mail, and content
- Collaborate with sector marketing, sales, and customer success to prioritize target accounts, define buying groups, and tailor messaging for business and government learners
- Use Demandbase to orchestrate and measure multi-channel account journeys, complementing campaigns in Marketo and Outreach
- Partner with content and creative teams to develop resonant assets aligned to buyer journeys and informed by predictive scoring and intent data
- Manage budgets and timelines while continuously experimenting with ABM tactics and tools
- Lead and analyze research projects to surface insights, inform strategies, and refine targeting and segmentation
- Drive Collaboration and Alignment:
- Work hand-in-hand with sales, customer success, SDRs, and marketing operations to ensure marketing activity supports objectives such as competitive conquesting, pipeline generation, and revenue outcomes
- Use Salesforce, Marketo, and Outreach for campaign alignment, tracking, and seamless lead/account handoffs
- Collaborate with marketing operations to design dashboards in Tableau and/or Demandbase for ABM performance, predictive trends, and account engagement insights
- Use Asana to create scalable project organization and visibility systems
- Measure, Learn, and Optimize:
- Continuously refine targeting strategies for business alignment
- Define and track KPIs for engagement, pipeline influence, and revenue contribution from ABM programs
- Collaborate with Revenue Ops on KPIs connecting ABM influence to pipeline velocity, opportunity conversion, and customer expansion
- Use data insights to enhance segmentation, messaging, and tactics — driving continuous improvement
- Share best practices and learnings to elevate ABM strategy across the organization
Our take
Instructure is an education technology company, creator of the Canvas Learning Management Platform that allows schools to build digital learning environments that meet the needs of their institutions. The platform simplifies teaching, elevates learning, and eliminates the headaches of supporting and growing traditional learning technologies.
The Canvas platform has grown to become a key part of a large number of educational institutions, from pre-school to higher education. Meanwhile, the company has gone international and hit the $1 billion market cap, made a number of acquisitions and invested in R&D. In fact, much of Instructure's workforce is dedicated to R&D, which shows their focus on innovating.
Instructure was itself acquired in 2024 by KKR, which supports a broad-based equity ownership program for Instructure employees. With KKR's record of acquired companies, this is a promising development. And, as the company centres a future-oriented vision and brand strategy, it will be interesting to see what it does next.
Freddie
Company Specialist at Welcome to the Jungle
Insights
3% employee growth in 12 months
Company
Funding (2 rounds)
Jun 2016
$4m
SERIES A
Aug 2015
$1.5m
CONVERTIBLE
Total funding: $5.5m
Company benefits
- Join a passionate community of educators and the people working to support them
- Access to a large course library, mentoring and coaching opportunities, and regular feedback
- Community engagement (partnerships, volunteering, free learning resources, and ongoing outreach efforts)
- Office culture that values outcomes and impact above all
- Equity and ownership programs give every employee a stake in our future
- Ownership, recognition, and celebrations of shared success
- Growth opportunities (we’re all about helping our people move into (and thrive in) new roles)
Company HQ
Cottonwood Heights, UT
Leadership
Steve Daly
(CEO)They have a BS in Mechanical Engineering and a MBA in Strategy and Finance with more than 20 years experience in hardware and software industries.
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