Vertical Strategic ABM Lead
About The Position
The Vertical Strategic ABM Lead develops and executes targeted marketing strategies with a primary focus on growing revenue within the existing customer base, supported by a secondary motion of penetrating new white space accounts within the MEP segment. Across both motions, this role owns account segmentation, tiered program planning, content personalization, multi-channel campaign execution, and performance analysis tied directly to pipeline and revenue outcomes. The ideal candidate is a data-driven, collaborative B2B marketer who excels at customer marketing and lifecycle engagement, while also bringing the commercial instincts needed to identify and pursue new market opportunities within a defined industry segment. Reasonable accommodations may be made to enable individuals with disabilities to perform the following essential functions: Account-Based Marketing Strategy & Execution Lead the development and execution of account-based marketing programs across two core motions: customer expansion within existing accounts and net new pipeline generation within the MEP (mechanical, electrical, and plumbing) segment Own account segmentation and tiered program planning, identifying accounts with the highest expansion, cross-sell, and upsell potential using data-driven prioritization frameworks Build deeply personalized, multi-channel engagement programs that reinforce product value, deepen platform adoption, and accelerate renewal and growth across the existing customer base Design and execute lifecycle-based campaigns that meet customers at every stage — from onboarding through long-term retention — in close partnership with customer success and sales teams Drive net new MEP white space efforts through market mapping, account prioritization, and coordinated outbound programs designed to build awareness and generate early-stage pipeline among high-potential, untouched accounts in the segment Content Personalization & Campaign Management Develop targeted content and messaging tailored to account segments, buyer personas, and lifecycle stages to support both customer expansion and new account acquisition motions Execute multi-channel ABM campaigns across relevant digital and direct channels, continuously testing and refining tactics to drive account engagement and pipeline impact Coordinate with creative, content, and product marketing teams to ensure campaign assets are relevant, personalized, and aligned to account-level insights and segment needs Measurement, Analytics & Performance Own performance analysis tied directly to pipeline and revenue outcomes, including net revenue retention, expansion pipeline contribution, and account engagement depth Track and report on ABM program effectiveness across both customer and net new motions, using insights to optimize segmentation, messaging, and channel mix Collaborate with sales and marketing leadership on program investment strategy and forecasting to ensure efficient resource allocation aligned with segment growth objectives Cross-Functional Collaboration & Leadership Partner closely with customer success, sales, and revenue operations to align on account targeting, opportunity identification, and coordinated go-to-market plays Work cross-functionally with analytics, content, and product marketing teams to ensure ABM strategies are integrated with broader marketing and business objectives Stay ahead of B2B marketing trends, ABM technology advancements, and evolving best practices in customer marketing, lifecycle engagement, and AI-powered personalization.
Requirements
- 17+ years of experience in B2B SaaS ABM, performance marketing and/or growth marketing.
- Bachelor’s degree in marketing or related field, preferably with a background in Marketing, Business, Communications or related field.
- Experience in the AEC (Architecture, Engineering, and Construction) industry.
- Comfortable learning new technology and adopting processes. After all, we are a software company
- Proficiency in marketing automation platforms, CRM tools (Salesforce), and data analytics tools
Responsibilities
- Lead the development and execution of account-based marketing programs across two core motions: customer expansion within existing accounts and net new pipeline generation within the MEP (mechanical, electrical, and plumbing) segment
- Own account segmentation and tiered program planning, identifying accounts with the highest expansion, cross-sell, and upsell potential using data-driven prioritization frameworks
- Build deeply personalized, multi-channel engagement programs that reinforce product value, deepen platform adoption, and accelerate renewal and growth across the existing customer base
- Design and execute lifecycle-based campaigns that meet customers at every stage — from onboarding through long-term retention — in close partnership with customer success and sales teams
- Drive net new MEP white space efforts through market mapping, account prioritization, and coordinated outbound programs designed to build awareness and generate early-stage pipeline among high-potential, untouched accounts in the segment
- Develop targeted content and messaging tailored to account segments, buyer personas, and lifecycle stages to support both customer expansion and new account acquisition motions
- Execute multi-channel ABM campaigns across relevant digital and direct channels, continuously testing and refining tactics to drive account engagement and pipeline impact
- Coordinate with creative, content, and product marketing teams to ensure campaign assets are relevant, personalized, and aligned to account-level insights and segment needs
- Own performance analysis tied directly to pipeline and revenue outcomes, including net revenue retention, expansion pipeline contribution, and account engagement depth
- Track and report on ABM program effectiveness across both customer and net new motions, using insights to optimize segmentation, messaging, and channel mix
- Collaborate with sales and marketing leadership on program investment strategy and forecasting to ensure efficient resource allocation aligned with segment growth objectives
- Partner closely with customer success, sales, and revenue operations to align on account targeting, opportunity identification, and coordinated go-to-market plays
- Work cross-functionally with analytics, content, and product marketing teams to ensure ABM strategies are integrated with broader marketing and business objectives
- Stay ahead of B2B marketing trends, ABM technology advancements, and evolving best practices in customer marketing, lifecycle engagement, and AI-powered personalization
Benefits
- Competitive compensation and benefits package
- Fully vested 401K right from the day you start
- Generous PTO, including sick/mental health & volunteer days
- Free & unlimited access to BetterUp Care, a well-being platform
- Work-life balance fostered through a culture of diversity, inclusion, and appreciation of individual lifestyle needs
- Opportunity for continuous professional development
- Free & unlimited access to LinkedIn Learning
- Up to $5K annual education reimbursement (after 1 year tenure)
- 100% employee covered health and welfare benefits and paid time off
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What This Job Offers
Job Type
Full-time
Career Level
Senior
