Account Based Marketing Manager

Instructure, Inc.

3d

About The Position

We’re seeking a Manager, Account-Based Marketing (ABM) to lead strategic, creative, and data-driven campaigns targeting our most important customer and prospect accounts in the BizGov sector. You’ll collaborate across teams and leverage technology to deliver personalized, impactful experiences that drive engagement and pipeline growth.

Requirements

• 5–7 years of B2B marketing experience, with 2+ years managing ABM programs in a SaaS or software environment (edtech experience strongly preferred)
• Proven ability to build and execute ABM programs that drive measurable pipeline and customer expansion
• Hands-on expertise with Demandbase, Marketo, Salesforce, Outreach, and Tableau
• Analytical mindset with strong data interpretation and communication abilities
• Excellent communication and collaboration skills, ability to build trust across teams
• Curiosity, creativity, and a test-and-learn approach
• Bachelor’s degree in Marketing, Business, or related field, or equivalent experience

Responsibilities

• Design and manage 1:1, 1:few, and 1:many ABM programs, delivering personalized, relevant experiences through integrated email, paid media, direct mail, and content.
• Collaborate with sector marketing, sales, and customer success to prioritize target accounts, define buying groups, and tailor messaging for business and government learners.
• Use Demandbase to orchestrate and measure multi-channel account journeys, complementing campaigns in Marketo and Outreach.
• Partner with content and creative teams to develop resonant assets aligned to buyer journeys and informed by predictive scoring and intent data.
• Manage budgets and timelines while continuously experimenting with ABM tactics and tools.
• Lead and analyze research projects to surface insights, inform strategies, and refine targeting and segmentation.
• Work hand-in-hand with sales, customer success, SDRs, and marketing operations to ensure marketing activity supports objectives such as competitive conquesting, pipeline generation, and revenue outcomes.
• Use Salesforce, Marketo, and Outreach for campaign alignment, tracking, and seamless lead/account handoffs.
• Collaborate with marketing operations to design dashboards in Tableau and/or Demandbase for ABM performance, predictive trends, and account engagement insights.
• Use Asana to create scalable project organization and visibility systems.
• Continuously refine targeting strategies for business alignment.
• Define and track KPIs for engagement, pipeline influence, and revenue contribution from ABM programs.
• Collaborate with Revenue Ops on KPIs connecting ABM influence to pipeline velocity, opportunity conversion, and customer expansion.
• Use data insights to enhance segmentation, messaging, and tactics — driving continuous improvement.
• Share best practices and learnings to elevate ABM strategy across the organization.

Benefits

• Competitive compensation, plus all full-time employees participate in our ownership program - because everyone should have a stake in our success.
• Flexible work culture. Our remote, hybrid and in-office collaboration spaces vary by role, team and location.
• Generous time off, including local holidays and our annual “Dim the Lights” period in late December, when teams are encouraged to step back and recharge based on departmental needs.
• Comprehensive wellness programs and mental health support
• Annual learning and development stipends to support your growth
• The technology and tools you need to do your best work
• Motivosity employee recognition program
• A culture rooted in inclusivity, support, and meaningful connection

What This Job Offers

• Job Type: Full-time
• Career Level: Manager
• Number of Employees: 501-1,000 employees