Sr. Specialist, B2b Demand Generation

At SHRM, we are committed to driving growth and engagement across all audience segments.

As a B2B Demand Generation & Account-Based Marketing (ABM) Senior Specialist, you will collaborate with cross-functional teams, including marketing, sales, and revenue operations, to develop and execute highly targeted, data-driven B2B campaigns.

This role is responsible for leveraging marketing automation, data analytics, and advanced ABM strategies to drive brand awareness, generate high-quality leads, and accelerate pipeline progression. You will also focus on optimizing campaign performance through A/B testing, segmentation, and multi-channel outreach, ensuring alignment between marketing initiatives and sales goals to maximize ROI and business growth.

Strong analytical and project management skills are key to identifying opportunities for continuous improvement and ensuring the successful execution of strategies.

***This is a hybrid opportunity with Monday and Friday remotely based and Tues-Thurs in our Alexandria office****

Responsibilities

• Lead ABM strategies with a focus on hyper-personalized campaigns across multiple channels (email, LinkedIn, direct mail, video, etc.) for high-value accounts.
• Leverage intent data and predictive analytics to target and prioritize prospects with the highest potential for conversion using platforms like 6sense and Bombora.
• Implement AI-powered personalization tools to deliver tailored, real-time content and recommendations, improving audience engagement at various stages of the buyer's journey.
• Utilize advanced marketing automation and orchestration platforms (HubSpot, Marketo) to streamline lead nurturing processes and multi-touch attribution, ensuring optimal campaign performance.
• Track, analyze, and report on ABM campaign performance using key metrics like lead quality, pipeline growth, and account engagement to refine strategies and demonstrate ROI.
• Collaborate with the sales team and other cross-functional teams to ensure alignment in messaging, targeting, and pipeline goals, fostering full-funnel alignment to improve retention and upsell opportunities.
• Work closely with the revenue operations team to ensure accurate attribution models and clean data flow between platforms, enabling better decision-making and forecasting.
• Drive customer journey mapping and ensure ABM strategies are aligned with each stage, creating seamless experiences that address unique pain points and objectives of high-value accounts.
• Develop interactive and dynamic content, such as assessments and personalized videos, to drive engagement and capture valuable data.
• Stay up-to-date with AI-driven tools, trends in ABM, and advances in conversational marketing to continuously optimize demand generation efforts.
• Conduct market research and competitive analysis to identify industry trends and benchmark ABM strategies against competitors, adjusting campaigns to maintain a competitive edge.

Requirements

• Bachelor’s degree in marketing, business, or a related field.
• 5+ years of experience in demand generation or ABM.
• Expertise in AI-powered personalization, marketing automation, and CRM tools like HubSpot, Marketo, and Salesforce.
• Familiarity with intent data platforms like 6sense and Bombora.
• Strong understanding of predictive lead scoring, data privacy regulations (GDPR, CCPA), and AI-driven outreach.
• Experience managing interactive content formats and creating content hubs for nurturing prospects.

Job Type: Full-time

Pay: Up to $95,000.00 per year

Benefits:

• 401(k)
• 401(k) matching
• Dental insurance
• Employee assistance program
• Flexible schedule
• Flexible spending account
• Health insurance
• Health savings account
• Life insurance
• Paid time off
• Parental leave
• Professional development assistance
• Referral program
• Relocation assistance
• Retirement plan
• Tuition reimbursement
• Vision insurance

Schedule:

• Monday to Friday

Work Location: Hybrid remote in Alexandria, VA 22314