Sr. Account Based Marketing (ABM) Manager

As the Sr. Account-Based Marketing (ABM) Manager at Cohere, your primary responsibilities will include designing and executing multi-channel ABM strategies, managing targeted campaigns, collaborating with sales teams, analyzing data for insights, optimizing our tech stack, creating personalized content, and reporting on program impact. This role emphasizes a blend of creativity, strategic thinking, and data-driven decision-making to effectively engage key accounts and contribute to pipeline growth.

To be a successful candidate for the Sr. Account-Based Marketing (ABM) Manager role at Cohere, you should have 8+ years of experience in B2B marketing focused on ABM strategies. A proven track record of executing marketing strategies at scale in high-growth environments, proficiency with ABM platforms (like Demandbase or HubSpot), and strong project management and communication skills are also essential. A Bachelor's degree in Marketing or a related field is required, with an advanced degree being a plus.

Collaboration with sales teams is a vital part of the Sr. Account-Based Marketing (ABM) Manager's role at Cohere. You will work closely with sales leadership and account executives to align on marketing strategies, define account plans, and ensure the seamless execution of ABM initiatives. This partnership empowers both teams to collectively achieve measurable goals and drive pipeline growth effectively.

The Sr. Account-Based Marketing (ABM) Manager at Cohere will leverage critical ABM and MarTech tools such as 6sense and Demandbase for managing account insights and tracking campaign performance. Familiarity with platforms like HubSpot and Salesforce will also play a significant role in optimizing data analysis and enhancing engagement strategies.

The expected outcomes for the Sr. Account-Based Marketing (ABM) Manager at Cohere include developing and executing successful ABM strategies that result in increased account engagement metrics, growth in the sales pipeline, and overall revenue enhancement. Regular monitoring and reporting on campaign performance will also help continuously refine strategies and achieve targeted results.

At Cohere, we seek a Sr. Account-Based Marketing (ABM) Manager who is a thoughtful worker, a lifelong learner, and a kind team player. Being data-driven with exceptional analytical skills is essential, but we also value creativity, communication skills, and the ability to build cross-functional relationships. An openness to diverse perspectives is critical as we believe this fosters innovation.

Yes, Cohere encourages candidates to apply for the Sr. Account-Based Marketing (ABM) Manager position even if they do not meet every single qualification outlined. We believe in diverse experiences and perspectives and value those who demonstrate thoughtful work ethics, a willingness to learn, and a collaborative spirit.

In answering this question, you should share specific examples of ABM strategies you've developed, including the channels used and the target accounts you focused on. Highlight how you aligned these strategies with sales efforts and what measurable outcomes resulted from your initiatives. Be prepared to discuss challenges you faced and how you overcame them.

Discuss the criteria you use for prioritizing accounts, such as potential revenue, alignment with company goals, or previous engagement levels. Illustrate your answer with an example of a successful account prioritization strategy that resulted in measurable improvements in sales engagement.

Explain your approach to personalizing content, including methods for understanding an account's needs through research and communication with sales teams. Share anecdotes about how personalized content led to higher engagement rates or sales conversions. Highlight your experience using tools to automate and optimize the personalization process as well.

To measure the success of an ABM campaign, share key performance indicators like account engagement metrics, pipeline influence, and revenue growth. Talk about the importance of tracking these metrics over time and adjusting strategies based on performance data. Provide examples of specific campaigns you've measured and the results achieved.

Discuss how you use data and analytics for segmentation, campaign performance tracking, and strategy optimization. Provide examples of marketing strategies you've adjusted based on analytical insights, and emphasize your data-driven mindset. The goal is to convey how you're able to translate data into strategic actions for better marketing outcomes.

Explain the importance of collaboration with sales teams in the context of implementing your ABM strategy. Share a specific example where your partnership led to a successful outcome and highlight how you maintain open lines of communication and alignment on goals throughout the process.

Share a detailed description of a successful ABM campaign, including the targeted accounts, strategies applied, and the outcomes achieved. Use data to illustrate success, such as increased engagement rates or revenue generated, emphasizing your key role in the campaign's development and execution.

Discuss your methods for keeping up-to-date with trends in ABM, such as attending industry conferences, participating in webinars, or exploring online resources. Your answer should reflect a commitment to continuous learning and adapting your strategies to leverage new technologies effectively.

Be prepared to discuss specific challenges you've encountered in ABM roles, such as aligning with sales, managing multi-channel campaigns, or achieving buy-in from stakeholders. Explain the solutions you developed and the lessons learned, emphasizing your problem-solving skills and resilience.

Explain your approach to budgeting for ABM initiatives, including how you allocate resources to various channels based on past performance and expected ROI. Share an example where budgeting effectively contributed to the success of an ABM campaign, showcasing your proficiency in financial management.