The Account Based Marketing (ABM) Lead will play a pivotal role in driving ABM campaigns and initiatives across the EMEA region. You will lead ABM in the region and be responsible for planning, executing, and measuring integrated marketing campaigns that generate pipeline and bookings from target accounts. You will report into the EMEA Demand Generation team but have close ties to the wider ABM function at Workiva.
The ideal candidate will bring a creative, proven approach to ABM and have a strong ability to collaborate with product marketing, campaign management, regional marketing, and sales teams to identify target accounts, develop and execute campaigns, and continuously measure and optimize for success. This role demands a deep understanding of B2B SaaS demand generation, as well as expertise in evolving ABM strategies across personalized (1:1), targeted (1:Few), and broad (1:Many) approaches, including the use of relevant tactics and tools.
What Youβll Do
Develop and execute marketing strategies that engage target accounts, both at an EMEA-wide and sub-regional level. This includes determining which campaigns require an ABM approach, identifying target accounts, selecting the right channel mix and content, executing campaigns, and reporting results
Manage and drive the execution of multiple campaigns simultaneously by implementing tailored strategies and tactics across both customer acquisition and expansion efforts
Collaborate with cross-functional teams to create impactful content and messaging for target accounts across various channels, including email, digital platforms, field events, and more
Work closely with sales teams to ensure alignment on target accounts, coordinate sales enablement materials, and facilitate a smooth handoff and successful progression of qualified accounts
Report on each ABM campaign outcomes, tracking key performance indicators (KPIs) such as pipeline generation, bookings, revenue impact, engagement metrics, funnel progression, and deal velocity
Utilize ABM platforms, marketing automation, CRM, and other relevant tools to monitor campaign performance, derive insights, and recommend campaign optimizations
Stay current on industry trends, best practices, and emerging technologies in ABM to continuously innovate and improve strategies
What Youβll Need
Minimum Qualifications
Undergraduate Degree or equivalent combination of knowledge and related career experience
8+ years in account-based marketing roles, or closely related fields
Preferred Qualifications
Experience working across global teams in a hyper-growth B2B SaaS or tech marketing environment
Proven experience in creating and executing targeted account campaigns with a strong record in meeting/exceeding pipeline and bookings goals
Strategic and consultative thinker with strong execution abilities
Strong project management skills, data-driven decision-making, and resource allocation
Proven experience in creating and executing targeted account campaigns with a strong record in meeting/exceeding pipeline and bookings goals
Expertise in data interpretation and making informed recommendations
Adept at managing multiple priorities and tight deadlines
Experience with account-based marketing platforms, 6Sense preferred
Proficiency in Marketo and Salesforce is highly preferred
Travel Requirements & Working Conditions
Up to 10% travel
Reliable internet access for any period of time working remotely, not in a Workiva office
Workiva is an Equal Opportunity Employer. We believe that great minds think differently. We value diversity of backgrounds, beliefs, and interests, and we recognize diversity as an important source of intellectual thought, varied perspective, and innovation. Employment decisions are made without regard to age, gender identity, race, religion, disability status, sexual orientation, or any other protected characteristic.
Workiva is committed to working with and providing reasonable accommodations to applicants with disabilities. To request assistance with the application process, please email talentacquisition@workiva.com.
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