Lead, SMC Marketing – ABM Growth Strategy

• Translate BD pipeline goals into quarterly forecasts for Marketing Qualified Accounts (MQAs) and pipeline
• Provide investment recommendations by industry and region
• Develop new sources to acquire qualified Medium advertisers through publishers, communities, newsletters, podcasts, agencies, partners, and events
• Design 1:many, 1:few, and 1:1 ABM outreach and activation plays
• Drive cross-functional delivery through briefs, ownership, timelines, dependencies, and alignment across Content, Paid Acquisition, Events, Growth, Design, Lifecycle Marketing, BD Strategy, and BD
• Own the test roadmap for audiences, demand sources, messages, offers, and experiences
• Define hypotheses and success measures, and turn successful tests into repeatable ABM plays
• Lead the closed-loop partnership with Lifecycle Marketing, Growth, BD Strategy, and BD
• Define context and next steps for qualified accounts and use BD outcomes to improve targeting and ABM plays
• Own MQA volume, BD acceptance rate, completed BD meetings, and sourced pipeline goals
• Measure performance and recommend which ABM plays to scale or improve

• BS/BA degree or equivalent years of experience
• 8+ years experience in B2B Marketing
• 5+ years building B2B demand generation or ABM in high growth environment
• Multichannel ABM experience generating qualified accounts and pipeline
• Strong experimentation, measurement, and attribution expertise
• Deep knowledge of B2B demand generation and account-based marketing, including ideal customer profiles, target-account selection, account tiering, buying-group mapping, and 1:many, 1:few, and 1:1 program design
• Strong analytical skills, including marketing funnel management, quarterly pipeline forecasting, scenario planning, and translating pipeline goals into MQA targets, sourced pipeline, and investment requirements
• Experience identifying and evaluating new demand channels and partnerships
• Strong experimentation and measurement discipline, including hypothesis development, test design, success metrics, maturity windows, attribution limits, and causal impact
• Excellent cross-functional leadership and communication skills
• Working knowledge of sales operations and processes, including account qualification, lead-to-account matching, CRM and marketing automation, source and stage definitions, contextual BD handoffs, and closed-loop reporting
• Strong account and buyer research skills
• Preferred:
  Experience testing new demand channels and partnerships; strong CRM, forecasting, and investment planning skills; cross-functional leadership across Marketing, Growth, Rev Ops, and BD

Demonstrates expertise in B2B Demand Generation and Account-Based Marketing (ABM), with a strong focus on multichannel strategies, pipeline forecasting, and performance measurement. Proven ability to lead cross-functional teams and drive successful marketing initiatives through data-driven decision-making and experimentation.

• B2B Demand Generation
• Account-Based Marketing (ABM)
• Pipeline Forecasting
• Cross-Functional Leadership
• Experimentation and Measurement

• Multichannel ABM Experience
• Marketing Funnel Management
• Quarterly Pipeline Forecasting
• Hypothesis Development
• Test Design
• Success Metrics
• Account Tiering
• Buying-Group Mapping
• Lead-to-Account Matching
• Attribution Expertise

• Analytical Skills
• Communication Skills
• Leadership Skills

• B2B Marketing
• Investment Planning
• Demand Channels
• Qualified Accounts
• Closed-Loop Reporting

• CRM
• Marketing Automation