Account Based Marketing Lead, 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
• Undergraduate Degree or equivalent combination of knowledge and related career experience
• 8+ years in account-based marketing roles, or closely related fields

Desirable

• 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
• 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