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Account-Based Marketing Manager, Commercial Team – Spring, TX 77389

Written by: Leonard Parker | Houston Marketing Opportunities | November 27, 2021


The HP North American Commercial Marketing organization is seeking a highly creative, data-driven and experienced marketing professional to help develop and lead our strategy in support of our business goals for our Hybrid Work focused on our Managed Print Solutions.

The Marketing Manager is responsible for leading the development, integration and execution of the growth marketing strategy and plans to target B2B enterprise and commercial accounts in North America. In this role, you will be responsible to establish the right growth strategy based on sales and marketing working closely together

The role starts with defining the right Print in Hybrid story to push to customers in North America. This means developing the best end-to-end journey experience for our targeted decision makers. The Marketing Manager will determine the right content, web experience and marketing mix to engage users from the start of their buying process all the way to the deal closing phase.

In addition to identifying the "most-ready" accounts with the use of external/intent and internal/engagement data, the Marketing Manager will align closely with the sales force and oversee planning and execution of Account-Based Marketing (ABM) marketing activities for engaged HP named accounts to focus on quality engagement for the accounts "in-market".

Using analytical skills and martech knowledge, the Marketing Manager will leverage data, insights, and customer intelligence from several sources and marketing automation to better target and developed nnovative personalized activities to influence personas within the accounts’ buyer committees and demand units. A very important part of the role is to engage with sales team regularly to share insights on best engaging accounts and deciding what joint activities to execute. The manager will also develop metrics which will need to be reported and presented regularly to Sales and other executives and stakeholders.

Responsibilities:

Act as the CMO of the marketing campaign, leading campaign strategy and overseeing the execution of all campaign activities. Lead the planning, development and execution of all U.S. marketing initiatives. Provide expertise to identify the appropriate account targets, messaging, value propositions, creatives, content, and collateral. Work internally to develop compelling, high-impact campaigns and ABM programs across multiple channels to successfully engage target accounts and generate pipeline/opportunities for the sales force. Align marketing with sales to ensure demand generation campaigns and ABM programs are synchronized with business priorities, objectives and goals. Develop recommendations and guidance on effective methods to target the right prospects based on past results and new research. Build the digital buyer’s journey and create the personalization strategy for campaign and web messaging. Engage the sales teams with marketing assets and tools to help open doors and develop opportunities with customers. Meet regularly with sales managers and their teams to provide ongoing communications and updates. Collaborate with other organizations which contribute to the success of marketing activities (such as Global Marketing, events, media, web, content/messaging, etc.). Stay on the cutting edge of marketing best practices by researching the latest trends and gathering new ideas from industry analysts and experts, vendors/agencies, and peers/competitors. Help deliver insightful reporting and analytics that shows how marketing programs impact revenue; define and track key metrics to optimize marketing campaigns, help with dashboards, and deliver ad-hoc analyses as needed.

Qualifications and Requirements:

Bachelor’s Degree in Business, Marketing, Communications or related field; Master of Business Administration (MBA) a plus. 7-10+ years B2B marketing experience; preferably in the technology industry. Experience with Account-Based Marketing (ABM) strategies, tactics, and technologies. Creativity is an important qualification for this role. Experience developing innovative, unique, out-of-the-box campaign concepts is a must. Prior work managing agencies is also a requirement. Data-driven mindset and the ability to deliver the most relevant insights that accurately describe the campaign performance, the account metrics and the impact metrics (revenue, pipeline) are critical function of this role Prior success in developing and executing demand generation and pipeline-building marketing programs and campaigns (including digital and direct marketing, events, etc.) within a country or region. Understanding of campaign messaging, value propositions, assets and content marketing. Experience with modern marketing principles, practices, optimum mix of tactics, and vehicles for targeting named accounts. Hands-on experience with top martech platforms and tools. Prefer experience working with sales organizations; demonstrated ability to align sales and marketing on common goals, objectives and actions. Experience in leveraging customer analytics, insights, and prior campaign performance data to guide marketing plans and to properly target prospects. Team oriented, motivated self-starter with relationship building skills; demonstrated ability to work well with individuals across multiple organizations and to lead virtual, cross-functional teams. Must have the proven ability to successfully manage multiple projects, priorities, and engagements simultaneously. Excellent written and verbal communication skills; strong presentation skills with demonstrated ability to present across multiple levels and audiences of the company.


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