Marketing Manager (Account-Based Marketing & Sales Enablement)

Coughlan Companies•Minneapolis, MN

10d•$70,000 - $80,000•Hybrid

About The Position

We are seeking a strategic, creative, and customer-obsessed Marketing Manager to drive the development and execution of account-based marketing (ABM) initiatives, support cross-sell and upsell programs, and strengthen sales enablement efforts across our organization. This role will be responsible for creating strategic and targeted account-based marketing plans, developing compelling campaign concepts, and operationalizing multi-channel execution while collaborating closely with Sales to advance revenue opportunities. As an excellent storyteller and account strategist, you will own the creative development of marketing initiatives from the ground up—identifying priority accounts, crafting personalized messaging, and presenting campaign concepts that connect emotionally and drive results. You will be an individual contributor, and will collaborate with Creative, Sales, and the GTM team to bring campaigns to life, ensuring all elements align with business objectives and revenue goals. The PebbleGo team at Capstone is a high-performing team dedicated to helping educators and students make sense of the world through engaging, research-based content. Our digital resources empower learners with nonfiction articles, eBooks, and interactive learning experiences. Our preference is for this role to be hybrid, based out of either our Edina, MN or North Mankato, MN locations. Why You’ll Want to Join Capstone We support teaching and learning with amazing content that engages students, inspires teachers, and connects families and communities to move literacy forward. Capstone is a fast-paced growth company committed to cultivating a love of reading and learning. We know that Learning is for Everyone. For over 30 years, Capstone has been a national leader in K-5 educational content including digital products (PebbleGo, PebbleGo Next, PebbleGo Create, Capstone Interactive, Capstone Connect) and award-winning books. We combine a passion for helping foster a powerful love of reading and learning with the talent to create amazing content. We are a mission-driven company that provides opportunities for professional learning and development and a culture of inclusion and belonging.

Requirements

7+ years of experience in marketing, with a focus on strategic planning, content marketing, and multi-channel campaign execution.
Proven ability to develop and present creative campaign concepts, mapping the full customer journey from storytelling to engagement to results.
Strong copywriting and storytelling skills, with experience writing blogs, email, video scripts, landing pages, and social media.
Experience managing multi-channel campaigns (email, social, paid media, events, influencer marketing, and sales enablement).
Expertise in lead nurturing and customer journey mapping, with a deep understanding of marketing automation and personalization.
Proficiency in marketing analytics tools (Google Analytics, HubSpot, Salesforce, Pendo, etc.).
Strong project management and organizational skills, with the ability to manage multiple initiatives simultaneously.

Nice To Haves

Experience in B2B marketing, education, publishing, or SaaS is a plus.
Experience with SEO and SEM is a plus, particularly in optimizing content for search visibility and collaborating on paid search strategies to enhance campaign performance.

Responsibilities

ABM Campaign Development & Execution Own the creation and execution of account-based programs (1:1, 1:few, and scaled plays) that deepen engagement within priority accounts and expand product adoption.
Develop and present creative campaign concepts, mapping out the full story arc, key messages, engagement strategy, and expected results before execution.
Partner with Creative, Product Marketing, and Sales to refine campaign ideas and build tailored ABM plays that resonate with target accounts.
Support the activation of target account lists and priority revenue motions defined by GTM and Sales leadership.
Execute ABM campaigns across multiple channels, including email, social, and web personalization, ensuring targeting, segmentation, and messaging are aligned to the strategic account plan.
Research audience pain points and motivations.
Develop a creative, high-impact campaign concept that grabs attention (e.g., an interactive booth experience, an engaging pre/post-show email journey, or a storytelling-driven activation).
Present a clear plan outlining campaign messaging, engagement touchpoints, and expected results; work with Creative on booth visuals, collateral, and digital assets.
Align with Sales and GTM teams to ensure a seamless experience that nurtures leads post-event.
Align with Sales on messaging, support assets (talking points, one-pagers, slides, etc.), and follow-up strategies.
Work in partnership with the Marketing Manager (Channel Management) to execute campaign strategies across multiple marketing channels, including email, social media, digital advertising, events and tradeshows, influencer and industry partnerships, sales enablement programs, collateral development, and more.
Content Marketing & Storytelling Craft engaging, audience-focused content that fuels marketing campaigns—blogs, whitepapers, case studies, social media, email sequences, and video scripts.
Develop messaging frameworks and brand stories that differentiate our brand and resonate with our target audiences.
Oversee multi-channel content distribution, ensuring consistency and alignment across touchpoints.
Work closely with Creative to develop a wide range of visual assets, including graphics for email and website content, video clips for social media, flyers and brochures, animations, presentations, and other marketing collateral that support campaign objectives.
Lead Nurturing & Customer Journey Optimization Develop and execute lead nurturing strategies to guide prospects through the customer journey.
Develop personalized content variations for priority accounts, including role-specific or geo-targeted messaging frameworks, aligning messaging to different stages of the funnel.
Work closely with Sales to ensure a seamless lead handoff and personalized follow-up strategy.
Optimize segmentation, automation, and personalization to improve engagement and conversion rates.
Sales Enablement & Tradeshow Support Own sales enablement content development, including one-pagers, pitch decks, product comparison sheets, and customer-facing materials.
Equip teams with ABM playbooks, email templates, scripts, product comparison sheets, and customer-facing materials.
Partner with Sales to support regional tradeshow attendance with pre-show outreach strategies, booth messaging, collateral, and post-show nurture plans as needed.
Campaign Performance & Reporting Set up and maintain account-level tracking and dashboards in Pardot and Salesforce to monitor engagement signals, report on account activity, and flag high-potential accounts for Sales follow-up.
Analyze data and generate insights to optimize future campaigns and improve ROI.
Monitor ABM and industry trends to inform campaign execution and share actionable insights with the team.
Collaboration & Stakeholder Communication Work cross-functionally with Sales, Product, Customer Success, and the GTM team to ensure campaigns align with business goals.
Collaborate closely with Sales to support ABM campaign execution, gather account insights, and ensure alignment on target accounts, messaging, and campaign deliverables.
Collaborate with Creative, external vendors, and agencies to develop high-quality marketing assets.