Account Based Marketing (ABM) Manager

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Written by AI from the job title and company, not by Coursera, so some details may not match this job. The employer's own page has the real description.

Overview

The Account Based Marketing (ABM) Manager at Coursera will play a pivotal role in developing and executing account-based marketing strategies to enhance engagement with high-value prospective clients. This position requires a strategic thinker who can leverage data analytics to identify target accounts, create customized marketing programs, and collaborate closely with sales and product teams to drive pipeline growth and revenue. The ABM Manager will also be responsible for measuring the effectiveness of campaigns and iterating on strategies to ensure optimal ROI.

Job Responsibilities

• Develop and implement account-based marketing strategies targeting high-value accounts.
• Collaborate with sales teams to align on target account selection and ensure effective execution of marketing campaigns.
• Analyze market trends and customer insights to identify opportunities for engagement.
• Create and manage personalized marketing content and programs for specific accounts, including email campaigns, webinars, and digital advertising.
• Measure and report on campaign performance and ROI, making data-driven recommendations for future initiatives.
• Work closely with cross-functional teams, including demand generation, product marketing, and customer success, to drive a cohesive strategy.
• Ensure brand consistency and effective messaging across all customer touchpoints.
• Manage budgets for ABM campaigns and optimize spending based on performance data.

Qualifications

• Bachelor's degree in Marketing, Business, Communications, or a related field.
• 5+ years of experience in account-based marketing, demand generation, or a similar role.
• Proficiency in marketing automation tools and CRM software (e.g., HubSpot, Salesforce).
• Strong analytical skills, with the ability to interpret data and translate insights into actionable strategies.
• Exceptional written and verbal communication skills, capable of crafting compelling marketing content.
• Experience managing multi-channel marketing campaigns, including digital marketing, email, and social media.
• Ability to work collaboratively in a fast-paced and dynamic environment.

Technologies & Tools

The Account Based Marketing Manager will utilize a variety of technologies and tools to enhance marketing efforts and performance tracking. Key platforms include CRM systems like Salesforce for account management, marketing automation tools such as HubSpot or Marketo for campaign execution, and analytics tools like Google Analytics or Tableau for performance insights. Familiarity with social media management platforms and email marketing software is also essential for effective account targeting and communication.

Ideal Candidates

The ideal candidate for the Account Based Marketing Manager position will be a results-driven professional with a passion for leveraging data to create impactful marketing strategies. They should possess strong organizational skills and be able to manage multiple projects simultaneously while maintaining attention to detail. A collaborative spirit, coupled with the ability to work independently, is essential for success in this role. Candidates should be innovative thinkers, proactive problem solvers, and possess a strong understanding of the B2B marketing landscape, particularly within the tech and education sectors.