Account Based Marketing Manager

The Account Based Marketing Manager builds and runs the target account program for software vendors. The role decides which vendors Software Finder pursues, develops enough understanding of each vendor business to build a credible commercial case, and designs personalized campaigns that convert priority accounts into qualified meetings and activated programs.

This is a hands-on role positioned between marketing and business development. Research matters only when it leads to a clear commercial action, and performance is judged on meetings, opportunities and revenue rather than campaign volume.

Key responsibilities

Target account strategy and selection

• Own the account-based marketing strategy for vendors most likely to invest in our offerings.

• Prioritize accounts on revenue potential, category fit, demand generation maturity and likelihood of conversion.

• Maintain an account scoring model covering category fit, commercial potential, vendor maturity, competitive activity, relationship strength, product fit and timing signals such as new funding, product launches, hiring or category expansion.

• Classify accounts into strategic, growth and programmatic tiers, and set the level of personalization and investment each tier receives. Depth of personalization must reflect account value rather than being applied evenly.

• Review the account list on an ongoing basis, removing or downgrading accounts that show weak fit or limited commercial potential.

Account research and intelligence

• Research each priority vendor: products, software categories, target market, competitors, paid search presence, marketplace visibility, current campaigns and likely demand generation priorities.

• Map buying committees across demand generation, performance marketing, account-based marketing, product marketing, growth, partnerships and senior marketing leadership.

• Develop a clear commercial hypothesis for every strategic account: why the vendor should work with Software Finder, which product is the right entry point and what evidence will be required to win.

• Maintain a standard account research and account brief format so research stays consistent and reusable.

Positioning and campaign design

• Ensure that the messaging used for each vendor category, market position aligns with current acquisition strategy and likely business challenges/outcomes.

• Design one to one, one to few and one to many campaigns for priority vendors and categories.

• Group similar vendors into repeatable category plays across verticals such as HR and payroll, medical, ERP, construction, CMMS and legal technology.

• Build a competitive entry strategy for vendors already investing in similar products.

Campaign execution

• Coordinate personalized email, Linked In, content, paid advertising, webinars, direct outreach, executive engagement and event-based campaigns.

• Create or commission account specific content including account briefs, landing pages, presentations, category opportunity reports, benchmarking, ROI scenarios and outreach messages.

• Identify accounts where CEO, founder or senior leadership involvement improves access or credibility, and prepare those executives with the right context and message.

• Run opportunity acceleration campaigns for priority accounts already in the pipeline, addressing objections, engaging additional stakeholders or restarting stalled conversations.

Business development enablement

• Provide business development with an actionable account brief covering stakeholder maps, engagement history, recommended product, talking points, likely objections, suggested responses, next best action and estimated commercial potential.

• Orchestrate marketing and business development touches so target accounts receive one coherent message rather than disconnected communications.

• Run a regular target account review with business development and maintain clear agreement on account ownership, outreach coordination and follow up.

Event based account marketing

• Own the target account motion around each selected event. Product Marketing retains ownership of overall event selection and planning.

• Identify priority accounts and decision makers expected to attend, research speakers, sponsors and exhibitors, and rank accounts by meeting priority.

• Run personalized pre-event outreach, coordinate business development and leadership involvement, and secure meetings before travel rather than relying on unplanned networking.

• Prepare briefs for attendees, track onsite engagement and next steps, and coordinate account specific post event campaigns.

Measurement, market feedback and budget

• Track visits, content interaction, email engagement, event activity, meetings and other buying signals at the account level.

• Work with Marketing Operations to maintain reporting on target account coverage, account engagement, meeting and pipeline performance, account progression through to realized revenue, and play performance by category, product, message, channel and event.

• Capture and circulate account level market feedback: objections,…