Vice President of Demand and Account-Based Marketing

As the Vice President of Demand and Account-Based Marketing at Actian, your main responsibilities include leading the development and execution of multi-channel demand generation strategies, optimizing digital media programs for customer acquisition, and spearheading account-based marketing initiatives. You will collaborate closely with sales to ensure that high-value accounts are prioritized and engaged effectively. Additionally, overseeing marketing operations and analytics will be crucial for optimizing our demand generation efforts across various platforms.

To be considered for the Vice President of Demand and Account-Based Marketing position at Actian, candidates should have over 10 years of experience in B2B demand generation and marketing operations. A deep understanding of ABM technologies like Demandbase and Marketo is essential, along with proven success in driving pipeline growth. Strong analytical and leadership skills are critical, as well as experience working closely with sales teams to implement effective demand generation strategies.

The Vice President of Demand and Account-Based Marketing plays a crucial role in Actian’s growth by developing and executing strategic marketing initiatives designed to attract high-value accounts. By leveraging both demand generation and account-based marketing strategies, this position ensures that Actian effectively communicates its value to potential customers, leading to increased customer acquisition and accelerated sales cycles. This individual is tasked with aligning the marketing efforts with sales goals to maximize impact on revenue.

Candidates for the Vice President of Demand and Account-Based Marketing at Actian should be familiar with various marketing technologies that enhance operational efficiency and effectiveness. This includes expertise in ABM platforms such as Demandbase, along with marketing automation tools like Marketo. Proficiency in analytics tools for reporting and performance optimization will also be essential in driving data-driven decisions to meet marketing goals.

Success in the Vice President of Demand and Account-Based Marketing role at Actian necessitates a combination of strong leadership capabilities, strategic thinking, and exceptional communication skills. An analytical mindset is important for optimizing marketing campaigns through data insights, while the ability to drive change and inspire innovation across teams is crucial in a fast-paced, high-growth environment. Familiarity with modern marketing strategies and a knack for collaboration with sales teams will also play a significant role in achieving success.

To answer this question effectively, discuss specific ABM campaigns you've led in the past, focusing on your methods for targeting high-value accounts and how you measured their success. Highlight your familiarity with tools like Demandbase and how they helped tailor your marketing efforts to different segments.

Effective alignment begins with close collaboration. Discuss methods you've used to communicate with sales teams, such as regular meetings and shared performance metrics. Explain how you gather insights from sales to tailor your demand generation strategies, ensuring that marketing leads fit their criteria for high-quality leads.

Highlight the key performance indicators (KPIs) you monitor, such as lead conversion rates, pipeline growth, and ROI on marketing campaigns. Discuss how these metrics guide your marketing decisions and strategies, optimizing efforts based on performance data.

Share a specific example, detailing your objectives, strategies, and outcomes. Emphasize the role of analytics in making data-driven decisions throughout the campaign, and how you adjusted tactics based on performance.

Discuss how marketing automation streamlines processes, nurtures leads, and ensures timely follow-up. Provide examples of how you've utilized tools like Marketo to execute multi-channel campaigns efficiently and measure their success through performance analytics.

Explain your approach to diagnosing the issue by reviewing campaign data and stakeholder feedback. Discuss the importance of flexibility and adaptation in your strategies, and how you'd pivot based on insights gained through testing and learning.

Emphasize your track record of working with various departments, including sales, analytics, and product management. Share examples of cross-department projects where effective collaboration led to successful marketing outcomes.

Mention specific industry publications, events, or online communities you engage with to keep up-to-date. Additionally, discuss any recent trends you've adapted into your marketing strategies based on what you’ve learned.

Describe your approach to leadership, focusing on fostering a collaborative environment that encourages creativity and innovation. Discuss how you support your team’s growth through mentorship and providing resources for continuous learning.

Explain your process for assessing potential campaigns based on alignment with business objectives, potential impact, and resource availability. Discuss tools or methods you use to manage priorities effectively while remaining agile in response to changes.