Account Based Marketing Manager, Instructure
EdTech SaaS
Dynamic learning management platform
Open for applications
Dynamic learning management platform
1001+ employees
Open for applications
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 company (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 the ability to interpret data and communicate insights clearly
- Excellent communication and collaboration skills—comfortable building trust with sales, customer success, marketing ops, and key stakeholders
- Curiosity, creativity, and a test-and-learn approach that aligns with Instructure’s culture of innovation
- 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 help us connect that mission to measurable business growth
- This is a highly collaborative role that blends strategy, creativity, and data-driven execution to drive engagement and pipeline within our most important customer and prospect accounts
- Lead and Execute ABM Strategy:
- Design and manage 1:1, 1:few, and 1:many ABM programs that reach the right institutions and organizations with personalized, relevant experiences, including integrated email, paid media, direct mail, and personalized content experiences
- Collaborate with sector marketing, sales, and customer success to identify and prioritize target accounts, define buying groups, and tailor messaging to the unique needs of Higher Ed or the business and government learning audiences
- Use Demandbase to orchestrate and measure multi-channel account journeys, including advertising, website personalization, and content engagement, to complement campaigns executed in Marketo and Outreach
- Partner with content and creative teams to develop assets that resonate with educators, administrators, and technology leaders and align assets with stage-based buyer journeys informed by predictive scoring and intent data
- Manage budgets, timelines, and results while continuously experimenting with new tactics and tools
- Lead and analyze research projects (internal or vendor-led) to surface insights that fuel smarter ABM strategies and inform ongoing targeting and segmentation refinement
- Drive Collaboration and Alignment:
- Work hand-in-hand with sales, customer success, SDRs, and marketing operations to connect strategy with execution, ensuring marketing activity contributes directly to business objectives including competitive conquesting, pipeline generation, and revenue outcomes
- Use Salesforce, Marketo, and Outreach to ensure campaign alignment, accurate tracking, and smooth lead/account handoffs
- Engage with the marketing operations team to collaboratively design dashboards in Tableau and/or Demandbase that visualize ABM performance, predictive trends, and account engagement insights
- Create scalable systems for project organization and visibility using Asana
- Measure, Learn, and Optimize:
- Continuously refine targeting strategies to ensure relevance and alignment with business goals
- Define and track key performance indicators for engagement, pipeline influence, and revenue contribution from ABM programs
- Collaborate with Revenue Ops to define KPIs that connect ABM influence to pipeline velocity, opportunity conversion, and customer expansion
- Apply data insights to refine segmentation, messaging, and tactics for continuous improvement
- Share best practices and learnings to help elevate ABM strategy across sectors and teams
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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