Director of Account Based Marketing (ABM)

As the Director of Account Based Marketing at Smartly, your primary responsibilities will include designing scalable ABM programs, collaborating with Sales to identify key initiatives, and optimizing tools like 6Sense for sales and marketing teams. You will develop tailored campaigns for various buyer personas, oversee the creation of marketing materials, and deliver insightful analytics that measure the effectiveness of ABM strategies. Your role will also involve managing budgets and striving for continuous improvement in our ABM practices.

To excel as the Director of Account Based Marketing at Smartly, candidates should have at least 10 years of B2B marketing experience, preferably in tech and SaaS environments. A minimum of 3 years focused on successfully managing ABM campaigns is essential. Familiarity with tools such as 6Sense, Demandbase, or Terminus is crucial, and strong analytical skills along with excellent communication and collaboration abilities are required to effectively partner with both internal and cross-functional teams.

Smartly is committed to the growth of all employees, including the Director of Account Based Marketing. We offer robust learning reimbursement opportunities, monthly wellness benefits, and provide a flexible work environment. You’ll have the space to innovate and enhance your skills in ABM strategies while working alongside a collaborative team. Additionally, our culture promotes diversity and inclusion, ensuring that your voice and insights as a leader are valued.

In the role of Director of Account Based Marketing at Smartly, you'll leverage a variety of advanced tools, including 6Sense for account identification and outreach strategies. You'll also collaborate with content marketing tools to shape campaign narratives and messaging. Along with data analysis tools to track ABM performance metrics, you will have access to creative platforms for developing engaging materials, ensuring your marketing efforts stand out in a competitive marketplace.

At Smartly, the culture is built around collaboration, innovation, and inclusion. As the Director of Account Based Marketing, you'll work among a diverse team of professionals, dedicating efforts towards a supportive environment where all voices are heard and respected. With our strong focus on Diversity, Equity, & Inclusion, you will contribute to a workplace that encourages creativity and participation, making it an exciting atmosphere for professional growth.

When responding to this question, focus on specific ABM campaigns you've successfully managed, highlighting your role in their development and execution. Emphasize your strategic approach, including how you identified target accounts and tailored your messaging to different buyer personas.

In answering this, provide concrete examples of how you've utilized these tools in past campaigns. Discuss how they helped in enhancing your ABM strategies, particularly in identifying accounts, segmenting markets, and driving outreach efforts.

Discuss the key metrics you utilize to gauge the effectiveness of ABM efforts such as engagement tracking, conversion rates, and revenue contributions. Provide examples of how you've analyzed data to iteratively improve campaign performance.

Focus on a specific project, detailing the challenges faced and the strategic solutions you implemented. Highlight the end result, emphasizing quantitative success where possible, such as revenue growth or engagement levels.

Explain the importance of close collaboration with sales teams in ABM. Discuss how you ensure that your marketing strategies align with sales goals, fostering a united approach to targeting key accounts.

Share your process for researching and understanding the needs and pain points of various buyer personas. Discuss how you develop targeted messaging that speaks directly to them, ensuring effectiveness and alignment with overall campaign goals.

Highlight specific ABM campaigns where you've successfully employed a multi-touch approach. Emphasize the various mediums you've used (like email, direct mail, and social media), and how this strategy helped in nurturing prospect relationships.

Discuss the resources you leverage, including industry blogs, webinars, and professional networks. Share your commitment to continual learning and how you apply new insights to enhance your ABM strategies.

Provide insight into how data analysis informs your decision-making in ABM. Discuss the types of analytics you focus on and how they guide your optimization strategies for campaigns.

Outline your initial focus on understanding the company's existing ABM efforts, stakeholder engagement, and establishing key priorities for improvement. Highlight your plans for collaboration and strategic planning to enhance the ABM program.