Senior Manager, Account Based Marketing

at  Anaplan

Anaplan. As the engine behind back-office system connectivity, you might not recognize our name, but our customers rank among the who’s who in the Fortune 50. Coca-Cola, LinkedIn, Adobe, and Bayer are just a few of the 2,000+ companies that rely on our best-in-class platform and its native AI capabilities to see, plan, and lead their businesses. By dynamically connecting financial, strategic, and operational plans in real-time, companies trust Anaplan to give them the power to anticipate change, address complexity, deliver operational insights, increase profits, and stay ahead of their competition.
What unites Anaplanners across teams and geographies is our commitment to our customers’ success and our collective motivation to achieve ambitious goals. We champion diversity of thought and ideas, and we behave like leaders irrespective of title. When you work for us, you’ll be part of a winning culture that’s dedicated to creating opportunities for our customers, partners, and employees. We hope you’ll join us. Let’s create something incredible together!
Anaplan is looking for a Senior Demand Marketing Manager to join the ABM-Digital team.
As a Senior Demand Marketing Manager, you will play a crucial role in driving revenue growth by creating and nurturing qualified leads and accounts. Reporting to the Director of Digital and ABM, you’ll collaborate closely with cross-functional teams to design, plan, manage, and optimize integrated global marketing campaigns across various channels. Your focus will be on generating and advancing qualified opportunities via account-based strategic initiatives. Key responsibilities include:

Demand Generation Strategy and Execution:

• Develop and execute account-based marketing programs that drive engagement, leveraging channels such as events, webinars, email, paid media, search, retargeting, content syndication, and third-party partnerships
• Spearhead line of business (LOB) marketing programs, working closely with internal subject matter experts (SMEs) to deeply understand industry and sub-industry pain points and tailor messaging to resonate with decision-makers within those lines of business
• Identify trends and insights, optimizing digital marketing activities based on learnings to improve performance

Cross-Functional Collaboration:

• Interface with stakeholders across the Revenue team to ensure alignment and commitment to revenue targets and business objectives
• Leverage internal project management team to align resources across Solutions, GTM, Sales, and Marketing teams to execute campaigns
• Partner closely with Field Marketing to ensure our AMER, EMEA and APAC regional teams are well supported
• Deliver high quality Marketing Qualified Accounts (MQAs) with actionable engagement data and insights to SDRs to enable personalized outreach and optimized conversions

Strategic Marketing Planning and Budget Management:

• Develop and optimize marketing plans, including strategic ABM initiatives incorporating 1: Many, 1: Few and 1:1 campaigns, leveraging engagement and intent data to prioritize target accounts, messaging, and tactics
• Mange budget planning, forecasting, accruals and PO requisitions for designated campaigns
• Oversee vendor selection and contracts as needed

Campaign Performance and KPIs:

• Monitor and report campaign performance with granular tracking across relevant channel KPIs with a focus on ABM and pipeline metrics

Your Qualifications

• Bachelor’s degree in Business, Marketing, or a related field
• 7+ years of B2B demand generation experience in SaaS
• Experience marketing Go to Market solutions or business services is a plus
• Extensive experience in the development of creative campaigns and execution of email marketing, social advertising, content syndication, SEM, and paid digital
• Strong reporting capabilities with the ability to track campaign performance and associated spend down to the most granular details while providing roll-up reporting to senior management
• Ability to manage multiple projects simultaneously with strong attention to detail is a must
• Strong communication and presentation skills
• Familiarity with Demandbase, Salesforce and Workfront a plus
• Adept at working within a fast-paced, client-facing, ever-changing environment
• Collaborative, flexible and has a growth mindset that not only values what gets done but how the work gets done Ability to get things done in matrixed environment with multiple partners at all levels

Please refer the Job description for details