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About Salesforce

We’re Salesforce, the Customer Company, inspiring the future of business with AI+ Data +CRM. Leading with our core values, we help companies across every industry blaze new trails and connect with customers in a whole new way. And, we empower you to be a Trailblazer, too — driving your performance and career growth, charting new paths, and improving the state of the world. If you believe in business as the greatest platform for change and in companies doing well and doing good – you’ve come to the right place.

This Account Based Marketing (ABM) role is responsible for strategic planning, development, and implementing of ABM Marketing plans for priority accounts to meet the growth objectives of the business, accelerate pipeline, drive product adoption, and help close revenue opportunities and renewals. The ABM marketer will interface directly with account directors in partnership with sales, field marketing, industry marketing, and product marketing. The role requires strategic marketing experience, cross-team and organizational teamwork, excellent communication and project management skills, along with a passion for driving a highly curated customer experience.

Some of the things you’ll be doing:

• Own the overall marketing strategy, planning, and execution of top tier accounts (ABM)

• Leverage a marketing mix of digital ads, email, hospitality, strategic industry events, and personalized specific experiences to deliver results

• Partner with 3rd party vendors and agencies for ABM discovery, insights, and execution

• Drive Pipeline Sourced, Influenced, Maturation, and Deal Closure through Account Based Marketing efforts

• Work with extended teams and partners not limited to Sales, Sales Operations, Industry Marketing, Field Marketing, Executive Engagement, Salesforce Innovation Center, Customer Engagement and Marketing Operations teams on the overall end-to-end experience for ABM accounts

• Leverage ABM technology and tools to drive digital programs and leverage account intent data to strategize, prioritize and convert leads

• Maintain written and verbal communications to ABM account directors, customers, and internal marketing partners on ABM efforts.

• Develop and roll out an ABM approach that focuses on 1:1 efforts for top tier accounts

  • Scale-out programs for easy execution

  • Measure results and generate insights with an analytics-led approach

  • Provide education to the field on the latest ABM structure, trends, and ideas.

  • Stay current on the latest trends in technologies and strategy for ABM

Who you are…

• Experienced. Experience planning, implementing and optimizing ABM programs and campaigns for strategic accounts. ITMSA Certification is a plus.

• Domain. Expertise in Account Based Marketing strategy and program development preferred.

• Go getter. Strong understanding of how to create unparalleled brand experiences and a track record for delivering innovative customer experience through enterprise-focused initiatives. Inquisitive and proactive in terms of ideas and innovation.

• Problem Solver. Strong critical thinking, and creativity and can shift on the fly.

• Collaborator. Natural relationship builder who can work effectively across different subject areas, time zones and cultures and thrives within a matrix organization. Ability to lead through indirect influence.

• A strong communicator. Excellent written and verbal communication skills.

• Analytical. You ask questions. Analyze the ABM Dashboard for ROI metrics, focused on Relationships, Revenue, and Reputation.

• Data Driven Storyteller. Leverage data and ROI metrics from the ABM dashboard to develop go-to-market plans and communicate your team’s narrative QoQ and YoY.

• Organized. Able to manage multiple simultaneous projects and consistently hit results on time and to agreed quality standards.

Requirements

• 3+ years of relevant work experience in marketing, direct experience in Account Based Marketing a plus.

• Proven experience effectively driving consensus across diverse teams in multiple departments, time zones, and functions with individual priorities.

• Demonstrated ability to present to leadership and overall strong presentation building skills.

• Experience in launching new and innovative ideas.

• Strong relationship-building skills with acute attention to detail.

• Experience working with large and complex sales teams.

• Experience and strong knowledge of how to put together a robust marketing plan for an entire year.

• Dynamic, confident personality that is self-motivated and capable of working in a fast-paced environment.

• Can-do, positive, inspiring demeanor with an outside-the-box, innovative and creative mentality.

• Passion for software-as-a-service, platform-as-a-service, and innovative thinking.

Samples:

Salesforce is looking for a world-class marketer to support account-based marketing programs- creating year-long, personalized marketing journeys for top accounts throughout the duration of a fiscal year.

Working in close partnership with both sales and marketing internal partners, the individual in this role will work cross-functionally to drive alignment around an agreed-upon, account-specific strategy, and will then own the creation and execution of these cross-channel journeys for a specific set of strategically important accounts.

Primary Responsibilities:

• Partner with both Marketing & AE-level Sales team members to drive alignment around the right 1:1 ABM strategy for a named account (for up to 10 accounts in total per year) to drive pipeline and revenue beyond traditional marketing tactics.

  • This includes collaborating on research about the best tactics for that named account, and then pulling together the comprehensive cross-channel Account-Based Marketing Plan for all 10 of their accounts for final sign-off from Sales & Marketing.

  • Once an Account Plan is in place, executing on that plan with customer-driven, end-to-end marketing strategies and long-term programs that are tailored to each account to increase demand, deepen relationships, and meet pipeline goals throughout the funnel.

  • Use data to adapt and refine those programs ongoing throughout the year to drive the best outcome

  • To accomplish the above, this individual will serve as ongoing “quarter back”/coordinator across multiple internal stakeholders to deliver seamless campaigns to the designated top 10 accounts

    • This includes things like hosting ongoing AE-level alignment meetings, as well as ensuring overall performance is communicated to Marketing partners, so they’re empowered to communicate at the RVP+ level.

• Additional Responsibilities Include:

  • Budget management at the account level

  • Vendor & agency management

  • Data analysis

  • Performance readouts & QBRs to share trends, opportunities for growth and key wins

  • Exec-level briefings in form of meetings, presentations, and other forms of communication

Requirements:

• 3-5 years marketing experience in a role managing and developing integrated marketing campaigns ( ie. email, direct mail, print, online and /or social media). Ideal candidate will have a proven track record with cross-channel marketing journeys or ABM campaigns

• 2+ years running and building Account Based Marketing programs - including data-driven account selection, partnering with cross-functional teams, managing multiple deliverables, and tracking/reporting results

• Team player with a willingness to jump in and help with any project, no matter how small

• Knowledge of Salesforce (including internal structure as well as our products & solutions)

• High energy and the ability to manage multiple initiatives/accounts at one time

• Track record for delivering results under tight deadlines

• Experience managing budgets, allocating & optimizing spend

• Exceptional organizational skills with rigorous attention to detail and strong project management skills

• Ability to analyze data to make performance improvements

• Strong understanding of demand generation and a track record of owning targeted, personalized campaigns

• Strong communication skills across many channels, including compelling story telling with PowerPoint/Google Slides

• Passion for creating campaigns that put the customer at the center of the marketing experience

• Past experience using ABM Tools like Demandbase, Terminus, Engagio, Bombora, Salesforce and/or other marketing tools such as Marketo, Eloqua, Responsys, Google Analytics, Omniture, etc.

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