Account Based Marketing Specialist; REMOTE OK San Mateo, CA
Position: Account Based Marketing Specialist (REMOTE OK) New San Mateo, CA
Position Overview
- The Account Based Marketing Specialist will lead the development and execution of our account-based marketing strategy, creating high-quality pipeline within our targeted accounts within our Ideal Customer Profile (ICP). This role requires a metrics-obsessed strategist who lives and breathes funnel performance, demonstrates hands-on technical channel expertise, and operates with an experimental, hypothesis-driven mindset. You ll be a true sales partner focused on pipeline velocity and ARR, not vanity metrics, ensuring every campaign has a clear strategic rationale and measurable business impact.Key Responsibilities
- Design and implement comprehensive ABM strategy aligned with company revenue goals and ICP criteria
- Define target account selection criteria and segmentation framework based on funnel analytics, historical conversion data, and pipeline contribution
- Develop account tiering structure (1:1, 1:few, 1:many) and appropriate engagement strategies for each tier
- Establish baseline funnel metrics and define success criteria for each account tier (pipeline created, velocity, win rate, ARR)
- Campaign Planning & Execution
- Design and execute hypothesis-driven, personalized, multi-channel campaigns for target accounts
- For each campaign, articulate clear hypothesis, expected outcomes, and success metrics before launchāno random acts of marketing
- In coordination with digital marketing, field marketing, and brand marketing functions, build campaigns across email, direct mail, paid advertising, events, and content syndication
- Demonstrate hands-on technical proficiency with all campaign tools and channelsāable to build, optimize, and troubleshoot campaigns independently
- Develop account-specific value propositions and messaging frameworks
- Coordinate intent data monitoring and trigger-based outreach programs
- Design and manage account-based advertising campaigns across Linked In, display networks, and other platforms
- Run continuous experiments to test messaging, channels, timing, and offers; systematically document learnings and apply insights to future campaigns
- Partner closely with sales leadership and account executives to prioritize target accounts based on pipeline potential and ARR opportunity, not lead volume
- Own joint pipeline targets with sales; success measured by SQLs, pipeline created, deal velocity, and closed/won ARRānot MQLs
- Establish clear processes for account handoffs, lead routing, and opportunity tracking
- Facilitate regular account planning sessions between marketing and sales teams
- Create shared account intelligence repositories and communication protocols
- Develop sales enablement materials specific to ABM initiatives
- Eliminate marketing/sales finger-pointing through shared accountability on revenue metrics and transparent, real-time pipeline reporting
- Performance Measurement & Optimization
- Live and breathe funnel metricsāimplement comprehensive ABM dashboards tracking account engagement scores, pipeline velocity, conversion rates at each funnel stage, win rates, deal size, and ARR contribution
- Track campaign performance at the account level and optimize based on insights using a test-and-learn approach
- Demonstrate deep fluency in interpreting funnel data to diagnose bottlenecks, predict outcomes, and course-correct in real-time
- Conduct regular program reviews and present results to leadership with clear ROI analysis and pipeline attribution
- Monitor account progression through buying stages and identify acceleration opportunities
- Calculate and report on ABM ROI and contribution to revenue targets
- Maintain post-campaign analysis discipline; document what worked, what didn t, and why for continuous improvement
- Technical Channel Execution
- Demonstrate hands-on proficiency with ABM platforms, marketing automation, CRM, and advertising toolsānot just strategic oversight
- Build, configure, and optimize campaigns across channels independently; troubleshoot technical issues as they arise
- Stay current on platform updates, new features, and channel best practices
- Understand technical integrations between systems and leverage them for more sophisticated targeting and measurement Qualifications Must Have
- 4+ā¦
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