Introduction

Overview

The Senior Account Based Marketing (SABM) Manager is responsible for driving ABM strategies across the Economist Group's key enterprise accounts, encompassing product offerings from Economist Intelligence, Economist Impact, Economist Impact Partnerships, and The Economist corporate subscriptions. This role involves executing tailored marketing strategies that resonate with specific high-value accounts.

Objective/Purpose of the Role

The primary goal is to develop and implement strategic ABM initiatives, focusing on quality engagement with select high-value clients. The ABM Manager will support the identification and prioritisation of target accounts, create account-specific campaign strategies, ensure alignment with sales teams, analyse account engagement, and build long-term relationships.

Accountabilities

Responsibilities of the Role

Collaboration in Account Selection:

• Partner with Sales Operations and Sales Leadership to support the selection of target accounts for ABM strategies.

• Contribute insights and marketing perspectives in the account selection process to ensure a cohesive strategy.

  Tailored Campaign Strategy Development:

• Develop and execute detailed, customised marketing campaigns for each selected key account, focusing on their unique needs and business challenges.

• Utilise a multi-channel approach, integrating digital, direct, and personalised marketing tactics.

  Sales and Marketing Alignment:

• Work closely with sales teams to align marketing efforts with sales goals, ensuring a unified approach to target accounts.

• Facilitate regular strategy sessions with sales, customer success and marketing teams to ensure consistent messaging and objectives.

  Advanced Engagement Analytics:

• Employ sophisticated tools to track and analyse engagement metrics for each target account, assessing the impact of marketing campaigns.

• Use analytics insights to refine and optimise ongoing and future campaigns for maximum effectiveness.

  Building and Strengthening Client Relationships:

• Cultivate strong relationships with key stakeholders in target accounts, understanding their business needs and pain points.

• Deliver consistent value through personalised content and solutions, establishing the Economist Group’s B2B group of brands as a trusted partner.

  Continuous Market and Account Insight Gathering:

• Stay abreast of industry trends, market changes, and specific developments within target accounts.

• Regularly gather and integrate insights into marketing strategies to ensure relevance and effectiveness.

  Feedback Loop and Performance Reporting:

• Establish a feedback loop with sales, customer success and target accounts to gather insights on campaign effectiveness.

• Report on campaign performance, engagement levels, and ROI to stakeholders, using data to showcase success and inform future strategies.

  Cross-Functional Collaboration for Campaign Execution:

• Coordinate with different functional teams, including content, creative, digital, and events, to ensure cohesive execution of ABM campaigns.

• Ensure that all campaign elements are on-brand and aligned with the overall B2B marketing strategy of the Economist Group.

Experience, skills and professional attributes

Experience Required for the Role

• Extensive ABM Experience: At least 5 years of experience in Account-Based Marketing, preferably in a B2B environment, with a proven track record of developing and executing successful ABM campaigns.

• Collaborative Account Selection: Experience working with Sales Operations and Sales Leadership to support the selection and prioritisation of target accounts for ABM initiatives.

• Multi-Channel Marketing Campaigns: Demonstrated expertise in managing multi-channel marketing campaigns tailored to key accounts, including digital, direct, and personalised marketing tactics.

• Industry-Specific Knowledge: Familiarity with the specific sectors and industries relevant to The Economist Group's offerings, and experience tailoring ABM strategies to these segments.

• Analytics and Reporting: Solid background in using advanced analytics tools to measure campaign effectiveness and ROI, with experience in presenting findings to stakeholders.

  Skills Required for the Role

• Strategic Marketing Skills: Advanced skills in crafting and implementing comprehensive ABM strategies that align with both marketing and sales objectives.

• Analytical and Data-Driven Approach: Proficient in using analytics to drive marketing decisions, with a keen ability to interpret data and turn insights into action.

• Stakeholder Engagement: Exceptional skills in building and maintaining relationships with key stakeholders, both internal (sales teams, leadership) and external (clients, partners).

• Communication and Collaboration: Excellent communication and interpersonal skills, necessary for aligning various teams and ensuring cohesive campaign execution.

• Adaptability and Innovation: Ability to adapt to evolving market trends and incorporate innovative approaches in ABM strategies

Job LocationsUnited Kingdom-London

ID 2024-10072

Function Marketing