Account Based Marketing Manager

Account Based Marketing (ABM) Manager

About Certinia

Certinia (formerly FinancialForce) delivers a Services-as-a-Business platform that powers and connects all aspects of services operations, from services estimation and delivery to customer success management and financial planning and accounting. The company's Professional Services Automation (PSA), Customer Success, and ERP solutions—delivered on Salesforce’s leading cloud platform—provide services businesses with the intelligence and agility to deliver high-quality services, elevate customer experiences and accelerate growth. Headquartered in Austin Texas, with offices around the world, Certinia is backed by Haveli Investments, General Atlantic and Salesforce Ventures. For more information, visit www.certinia.com.

THE ROLE

Certinia is looking for an experienced, passionate, hands-on and results-driven Account Based Marketing (ABM) Manager to join our North America Marketing team! As an ABM Manager, you will play a critical role in driving revenue growth by identifying, targeting, and engaging high-value accounts. You will partner with sales and work closely with marketing, and customer success teams to execute personalized marketing campaigns that resonate with key decision-makers.

You are a strong communicator and collaborator, having extensive experience with B2B strategies as well as interfacing with key stakeholders across the GTM business.

In previous roles, you’ve successfully managed digital campaigns that drive awareness, lead generation, pipeline, and ultimately, grown revenue. You’ve also curated virtual and in-person events that create an environment for sales to build meaningful relationships that help them convert prospects into customers.

WHAT YOU WILL DO IN THIS ROLE

Account Identification and Prioritization:

• Identify and prioritize high-value accounts based on strategic fit and revenue potential.
• Develop detailed account profiles, including key decision-makers, pain points, and buying processes

Account-Based Strategy Development:

• Create and implement tailored marketing strategies for each target account.
• Develop personalized messaging and content to resonate with specific buyer personas.
• Collaborate with sales and marketing teams to align messaging and tactics.

Campaign Execution:

• Execute targeted marketing campaigns, including email marketing, direct mail, social media, content marketing, virtual and in-person events.
• Utilize ABM tools and platforms to track and measure campaign performance.
• A/B test different messaging and tactics to optimize results.

Sales Enablement:

• Provide sales teams with the necessary tools and resources to engage with target accounts.
• Develop enablement materials, such as sales decks, scripts to align with ABM messaging strategy, and product demos.
• Collaborate with sales to identify opportunities for joint sales and marketing initiatives.

Measurement and Analysis:

• Track and analyze key performance indicators (KPIs) to measure the effectiveness of ABM campaigns.
• Use data and insights to optimize future campaigns and improve ROI.
• Provide regular reports on campaign performance and ROI to key stakeholders.

WHAT YOU NEED TO BE SUCCESSFUL IN THIS ROLE:

• Proven experience in account-based marketing (minimum of 5 yrs within ABM).
• Strong understanding of B2B marketing principles and strategies.
• Excellent project management and organizational skills.
• Strong analytical skills and data-driven decision-making.
• Experience with ABM tools and platforms (e.g. 6Sense, Marketo, HubSpot).
• Excellent communication and interpersonal skills.
• Experience in working directly with sales teams and sales leadership.
• Ability to work effectively in a cross-functional team, challenging your partners to create innovative and impactful work.

WHAT ELSE WOULD BE GREAT

• Experience within the Salesforce ecosystem.
• Experience partnering with remote offshore resources as well as global onshore teams.