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Vice President of Demand and Account-Based Marketing

Actian is seeking a results-driven Vice President of Demand and Account-Based Marketing to lead our efforts in customer acquisition and pipeline growth. This role will focus on leveraging a mix of traditional demand generation and account-based marketing (ABM) strategies to engage high-value accounts and accelerate sales cycles.

As the leader of this function, you will oversee digital paid media programs, ABM initiatives, campaign delivery, and marketing operations. You will work cross-functionally with sales, marketing, and revenue operations to ensure alignment and execution of programs.

This is a high-impact role requiring a proven track record in driving change, optimizing demand generation, and scaling and automating ABM strategies in B2B enterprise software—preferably in metadata management, data cataloging, or data intelligence solutions.


Key Responsibilities:
  • Demand Generation & Pipeline Growth
  • Develop and execute multi-channel demand generation programs that drive awareness, engagement, and conversion across target accounts.
  • Own paid digital media strategy and agency management to optimize pipeline growth and customer acquisition.
  • Align with sales leadership to develop data-driven demand strategies that prioritize high-value accounts and industries.
  • Account-Based Marketing (ABM) Strategy & Execution
  • Lead the development and execution of ABM programs, leveraging Demandbase to engage and convert target accounts.
  • Build a scalable ABM framework to support sales teams in high-touch, high-value account engagement.
  • Partner with sales and field marketing to create personalized experiences and campaigns tailored to specific account segments.
  • Marketing Operations, Analytics & Martech
  • Oversee marketing operations, including reporting and analytics to optimize demand generation and ABM efforts.
  • Drive marketing automation and outbound strategies via Marketo, ensuring lead nurture and conversion optimization.
  • Own the martech stack, identifying and implementing best-in-class technologies to enhance efficiency and performance.
  • Sales & Cross-Functional Alignment
  • Partner closely with sales, marketing, and revenue operations to ensure alignment on pipeline goals, lead quality, and conversion metrics.
  • Develop SLA agreements with sales to ensure seamless handoff and follow-up on marketing-sourced leads and marketing qualified accounts.
  • Enable sales with insights, account intelligence, and personalized outreach strategies to maximize impact.
  • Leadership & Change Management
  • Drive organizational change and adoption of demand and ABM best practices across marketing and sales teams.
  • Lead a team of demand generation, ABM, and marketing operations professionals, ensuring executional excellence and continuous innovation.
  • Foster a test-and-learn culture, leveraging data-driven insights to refine campaigns and optimize performance.


Qualifications & Requirements:
  • 10+ years of experience in B2B demand generation, account-based marketing, and marketing operations, preferably within the metadata management, data cataloging, or data intelligence space.
  • Deep expertise in ABM technologies such as Demandbase, 6sense, Terminus, or similar platforms.
  • Strong background in digital paid media, marketing automation (Marketo preferred), and martech strategy.
  • Proven success in driving pipeline and revenue growth through integrated demand and ABM programs.
  • Experience aligning closely with sales teams and implementing processes that drive collaboration and efficiency.
  • Strong analytical mindset with experience in marketing analytics, reporting, and performance optimization.
  • Ability to drive change and lead cross-functional teams in a fast-paced, high-growth environment.
  • Excellent leadership, communication, and strategic thinking skills.


Average salary estimate

$175000 / YEARLY (est.)
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$150000K
$200000K

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Founded in 1980 and headquartered in Palo Alto, California, Actian Corporation develops hybrid data solutions to enable digital transformation with global scale and reach.

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Full-time, remote
DATE POSTED
March 23, 2025

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