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Key Responsibilities and Required Skills for Account Based Marketing Manager

💰 $90,000 - $150,000

MarketingB2BSales EnablementDigital MarketingStrategic Marketing

🎯 Role Definition

An Account Based Marketing (ABM) Manager is responsible for developing and executing highly targeted marketing campaigns focused on key accounts to drive business growth. The role involves strategic planning, collaboration with sales teams, content creation, and measurement of marketing effectiveness to enhance account engagement, pipeline generation, and revenue contribution. ABM Managers are critical in aligning marketing efforts with business objectives for high-value accounts.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Marketing Specialist
  • Demand Generation Manager
  • Digital Marketing Manager

Advancement To:

  • Senior ABM Manager
  • Director of Marketing
  • VP of Marketing or Head of Demand Generation

Lateral Moves:

  • Sales Enablement Manager
  • Customer Marketing Manager

Core Responsibilities

Primary Functions

  1. Develop and execute account-based marketing strategies to target high-value B2B accounts.
  2. Collaborate closely with sales teams to align marketing campaigns with sales goals.
  3. Identify and prioritize target accounts based on revenue potential and strategic importance.
  4. Design personalized marketing campaigns for specific accounts using multi-channel approaches.
  5. Manage ABM campaign execution, including content creation, email, social media, and events.
  6. Coordinate cross-functional teams, including creative, digital, and content teams, to deliver account-specific campaigns.
  7. Analyze account engagement data to optimize campaigns and improve ROI.
  8. Monitor KPIs such as pipeline generation, lead quality, account engagement, and revenue contribution.
  9. Maintain CRM and marketing automation systems to track account activity and marketing results.
  10. Develop account-specific content and messaging that resonates with target stakeholders.
  11. Conduct market research to identify account-specific trends, challenges, and opportunities.
  12. Build strong relationships with internal teams and key stakeholders to ensure campaign alignment.
  13. Plan and execute account-specific events, webinars, and personalized outreach programs.
  14. Implement marketing automation workflows and lead nurturing strategies for target accounts.
  15. Develop and manage budgets for ABM initiatives, ensuring efficient resource allocation.
  16. Continuously optimize campaigns using data-driven insights and analytics.
  17. Deliver detailed reports on campaign performance, account engagement, and pipeline impact.
  18. Identify new tools, technologies, and platforms to enhance ABM capabilities.
  19. Maintain awareness of industry trends and competitor activity to inform strategy.
  20. Mentor junior marketing team members on ABM strategy, execution, and best practices.

Secondary Functions

  • Support ad-hoc reporting and analytics requests for sales and marketing leadership.
  • Contribute to the company’s overall demand generation strategy and roadmap.
  • Collaborate with content marketing and product marketing teams to create account-specific assets.
  • Participate in cross-functional strategy meetings to align marketing and sales initiatives.

Required Skills & Competencies

Hard Skills (Technical)

  • Expertise in account-based marketing strategies and execution.
  • Proficiency in CRM and marketing automation platforms (e.g., Salesforce, HubSpot, Marketo).
  • Knowledge of B2B marketing, lead nurturing, and pipeline management.
  • Experience with multi-channel campaign design and execution (email, social, events).
  • Strong data analysis skills and experience with campaign performance metrics and reporting.
  • Ability to create personalized content and messaging for target accounts.
  • Familiarity with ABM tools and platforms such as Demandbase, 6sense, or Terminus.
  • Understanding of sales alignment and sales enablement principles.
  • Experience in budget management and resource allocation for marketing campaigns.
  • Knowledge of market research, industry trends, and competitive analysis.

Soft Skills

  • Excellent communication and collaboration skills across cross-functional teams.
  • Strategic thinking with strong analytical and problem-solving abilities.
  • Ability to manage multiple campaigns and priorities simultaneously.
  • Creativity and innovation in developing account-specific marketing initiatives.
  • Strong attention to detail in campaign planning and execution.
  • Results-driven mindset focused on revenue impact and ROI.
  • Adaptability to changing market conditions and business priorities.
  • Leadership and mentoring skills to guide junior marketing team members.
  • Ability to build relationships with internal stakeholders and clients.
  • Proactive and self-motivated with a continuous improvement mindset.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor’s degree in Marketing, Business Administration, Communications, or related field.

Preferred Education:

  • Master’s degree in Marketing, MBA, or a related discipline.

Relevant Fields of Study:

  • Marketing
  • Business Administration
  • Communications
  • Digital Marketing

Experience Requirements

Typical Experience Range:

  • 3 to 7 years of experience in B2B marketing, demand generation, or account-based marketing.

Preferred:

  • Prior experience managing ABM campaigns and collaborating closely with sales teams.
  • Proven record of driving revenue and pipeline growth through targeted marketing initiatives.
  • Experience with marketing technology platforms and advanced analytics tools.
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