Senior Manager, ABM for Enterprise

As a Senior Manager, ABM for Enterprise at Workato, you will primarily focus on developing and executing our Account-Based Marketing strategy tailored to US Enterprise organizations. This involves collaborating closely with sales to create customized outreach plans, developing field marketing events, and using account insights to optimize campaign effectiveness. Your role is crucial in driving the overall success of our ABM initiatives and ensuring engagement with key enterprise accounts.

Workato is looking for candidates with at least 8 years of experience in ABM, demand generation, and field marketing, particularly within the US Enterprise market. You should have a proven track record of running successful, targeted ABM campaigns that drive engagement and pipeline growth. Familiarity with enterprise sales cycles and experience using marketing automation and CRM tools like Marketo and Salesforce are also essential.

The Senior Manager, ABM for Enterprise at Workato plays a pivotal role in our growth by creating and executing targeted marketing strategies that resonate with large enterprise clients. By leveraging analytics and customer insights, you will optimize marketing efforts, drive lead generation, and increase conversion rates, thus directly affecting pipeline creation and revenue for the company.

At Workato, the work environment is vibrant and flexible, designed to foster trust and innovation. We prioritize balancing productivity with self-care, ensuring our team members feel empowered and supported in their roles. As a Senior Manager, ABM for Enterprise, you will collaborate with a talented group of individuals in a culture that values ownership and creativity.

For the Senior Manager, ABM for Enterprise position at Workato, strong cross-functional collaboration skills are crucial, as you will regularly work with sales and marketing teams to align goals and strategies. Additionally, analytical capabilities to track and report KPI performance, as well as exceptional communication skills to craft compelling messages for C-suite executives, are vital for success in this role.

In your response, detail a specific ABM campaign you've led, including the objectives, strategies implemented, and the results achieved. Highlight how you collaborated with sales, used customer insights to tailor your approach, and how you measured the campaign's success to showcase your analytical and results-driven mindset.

Be prepared to discuss your experience with tools like Marketo, HubSpot, or Pardot. Explain how you used these tools to streamline marketing processes, manage campaigns, and analyze performance metrics. Provide examples of how these tools contributed to successful outcomes in your ABM campaigns.

Explain that understanding the enterprise sales cycle helps in tailoring marketing messages and strategies to address the specific pain points and decision-making processes of large organizations. This knowledge enables you to create more effective campaigns that resonate with key stakeholders, ultimately leading to better engagement and pipeline growth.

Discuss an instance where you leveraged analytics and customer data to optimize a marketing strategy. Describe the data you analyzed, the insights you gained, how you adjusted your tactics based on those insights, and the resulting impact on campaign performance.

In your answer, emphasize the importance of alignment between marketing and sales teams. Share specific steps you take to ensure effective communication, joint planning of campaigns, and sharing of insights. Highlight the significant outcomes that have arisen from these collaborations.

Identify specific challenges you've encountered, such as resistance from sales teams or difficulty in aligning marketing messages with enterprise needs. Explain the strategies you implemented to overcome these hurdles, focusing on your problem-solving skills and adaptability.

Share details about any field marketing events you've organized, including planning, execution, and outcomes. Discuss how these events played a role in the overall ABM strategy and the impact they had on engaging potential enterprise clients.

Discuss the key performance indicators (KPIs) you track regularly, such as engagement rates, pipeline growth, and conversion ratios. Describe your process for analyzing this data to determine the effectiveness of your strategies and make necessary adjustments.

Focus on any unique or creative approaches you’ve taken that differentiated your campaigns. Whether it’s leveraging new technologies, unique messaging, or experimental tactics, demonstrate your ability to think outside the box and adapt to changing market conditions.

Explain your devotion to continuous learning through industry publications, webinars, or networking with professionals in the field. Mention any relevant communities or thought leaders that you follow to stay engaged with the latest trends in ABM.