Responsibilities
- Ensure consistent, on brand creative across all B2B touchpoints (web, email, paid, organic social, events, sales collateral)
- Collaborate with Product Marketing, Creative and Content to translate strategy into clear briefs and effective assets
- Partner with Product Marketing and Sales to align on event strategy, messaging and SMART goals for each event
- Lead and develop the Events Manager while remaining hands-on in planning, prioritization, and execution
- Own event planning with clear measurement and ROI accountability, including Salesforce tracking
- Oversee post events follow up and sales activation to maximize pipeline and revenue impact
- Partner with Sales to own Becker’s ABM and lead generation strategy, defining ideal customer profiles (ICP), target accounts, and ABM campaign priorities aligned to revenue goals
- Leverage the 6sense platform to identify, prioritize and engage in-market target accounts based on intent and buying signals
- Translate account-level insights and intent data into coordinated ABM campaigns across channels
- Track target account engagement, pipeline contribution, and revenue impact; optimize ABM programs based on performance and business needs
- Own the marketing qualified lead generation strategy to drive scalable pipeline growth across priority audiences
- Plan and execute integrated campaigns across content, webinars, events, email, and paid media to drive qualified leads
- Partner with Sales and Analytics to define MQL criteria and ensure alignment between lead quality and sales outcomes
- Monitor MQL volume, conversion rates, pipeline contribution, and ROI; continuously optimize programs to improve performance
- Accountable for B2B revenue generation, aligning marketing programs to sales priorities, pipeline goals, and revenue targets
- Co-own with Sales the definition of success and measurement approach across demand, ABM, events and retention
- Partner with Analytics, Sales and Salesforce teams to establish the tracking foundation from the ground up, enabling consistent, scalable measurement in Salesforce
- Monitor funnel and pipeline performance; surface risks and opportunities and translate insights into action
- Own B2B revenue targets (with Sales) and manage to pipeline health, forecast, and attribution
- Own the B2B marketing budget; allocate spend and optimize ROI
- Support B2B client retention and expansion in partnership with Sales and Product Marketing
- Develop programs that reinforce value, drive adoption and utilization, support renewals, cross sell, and upsell
- Align with Sales on retention goals and success metrics
Requirements
- 8+ years of B2B marketing experience, with a track record of driving measurable pipeline and revenue impact
- Proven people leader and hands-on working manager, with experience leading direct reports, event strategy and execution
- Experience partnering with Sales to support retention and expansion, including utilization, upsell and cross sell
- Proven ability to partner with Sales to establish measurement strategy and build the tracking foundation from the ground up alongside Analytics and Salesforce teams
- Strong working knowledge of Salesforce, including campaign and account-level reporting
- Excellent cross functional communication and prioritization skills, with the ability to drive alignment and execute in a fast-paced environment
- Prior Account-based marketing (ABM) experience, including target account strategy and coordinated campaign execution
- Highly collaborative, solution-oriented mindset, with a bias toward action and continuous improvement
Nice to Have
- Background in professional education or accounting industry
