sonarsource - Sonar - Account Based Marketing (ABM) Manager
Requirements
• Have 5+ years of B2B marketing experience, with a focus on account-based marketing, demand generation, or integrated campaigns — preferably within enterprise SaaS or technology. • Bring a proven track record of planning and executing ABM programs (one-to-one, one-to-few, and one-to-many) that engage target accounts and drive measurable pipeline and expansion. • Have hands-on experience with ABM and intent platforms (e.g., 6sense, Demandbase, RollWorks) and an understanding of how to operationalize account data and intent signals. • Have strong analytical skills, with the ability to interpret data, optimize spend, track account engagement and pipeline, and report on ROI across channels. • Be experienced partnering closely with sales and SDR teams to align on account strategy, plays, and follow-up. • Be proficient with marketing automation tools and CRM systems (e.g., Marketing Cloud, Salesforce). • Be familiar with paid media and digital channels relevant to ABM, including LinkedIn and programmatic display. • Be highly organized and able to manage and prioritize multiple programs, accounts, and stakeholders simultaneously and independently. • Have exceptional communication and interpersonal skills, and the ability to collaborate across departments and functions. • Hold a Bachelor’s degree in Marketing, Business, or a related field (MBA a plus). • In-office culture • We're intentional about this. We believe the best teams are built in the room together. Three anchor days — Mondays, Tuesdays, and Thursdays — create the collaboration rhythm that makes a hub office worth having. • Candidates need to be genuinely based in the location the role is posted — if that's not where you are today, we're happy to support relocation for the right person. • We value diversity, equity, and inclusion
Responsibilities
• Own ABM strategy and account selection: Define and run Sonar’s account-based marketing strategy across one-to-one, one-to-few, and one-to-many tiers — partnering with sales to select, segment, and prioritize target and expansion accounts based on fit, intent, and opportunity. • Build and execute multi-channel account plays: Plan, build, and continuously optimize personalized campaigns across paid (e.g., LinkedIn, display, and ABM platforms such as 6sense or Demandbase), email, web personalization, direct mail, and content — tailored to each account’s buying stage and stakeholders. • Align marketing and sales: Serve as the connective tissue between marketing and the account teams — co-developing account plans with AEs and SDRs, equipping them with the right messaging and assets, and coordinating outbound and marketing touches into a single, orchestrated motion. • Define and optimize the ICP: Partner with product marketing and sales to define, refine, and continuously optimize Sonar’s ideal customer profile — using performance data, intent signals, and win/loss insight to sharpen account selection and targeting. • Leverage intent and engagement data: Use intent signals, engagement scoring, and account analytics to identify in-market accounts, prioritize outreach, and trigger the right plays at the right moment. • Drive pipeline and expansion: Generate and accelerate qualified pipeline within target accounts and expansion within existing customers — tracking engagement, opportunity creation, and influenced pipeline against clear goals. • Measure and report on impact: Define and own ABM metrics — account engagement, pipeline contribution, velocity, and ROI — and deliver regular reporting with clear, data-driven recommendations to refine targeting and spend. • Partner cross-functionally on content and messaging: Work with product marketing and content teams to develop account- and persona-specific messaging, assets, and experiences that resonate with technical and executive buyers. • Collaborate on field and event programs: Partner with field and demand gen teammates to integrate ABM into events, executive roundtables, and webinars that engage priority accounts and convert into pipeline. • Manage budget and vendors: Allocate and steward the ABM budget for maximum return, and manage ABM platform, data, and agency vendors to ensure quality execution.
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