Senior Specialist, B2B Demand Generations & Account-Based Marketing

$75,000 - $100,000/Yr

Shrm - Alexandria, VA

Full-time - Mid Level

Alexandria, VA

10,001+ employees

Professional, Scientific, and Technical Services

About the position

The Senior Specialist, B2B Demand Generation & Account-Based Marketing at SHRM is responsible for driving growth and engagement through targeted, data-driven campaigns. This role involves collaborating with various teams to develop and execute strategies that enhance brand awareness, generate leads, and optimize campaign performance. The specialist will leverage marketing automation, data analytics, and advanced ABM techniques to ensure alignment with sales goals and maximize ROI.

Responsibilities

• Lead ABM strategies with a focus on hyper-personalized campaigns across multiple channels for high-value accounts.
• Leverage intent data and predictive analytics to target and prioritize prospects with the highest potential for conversion.
• Implement AI-powered personalization tools to deliver tailored, real-time content and recommendations.
• Utilize advanced marketing automation and orchestration platforms to streamline lead nurturing processes and multi-touch attribution.
• Track, analyze, and report on ABM campaign performance using key metrics to refine strategies and demonstrate ROI.
• Collaborate with the sales team and other cross-functional teams to ensure alignment in messaging and pipeline goals.
• Work closely with the revenue operations team to ensure accurate attribution models and clean data flow between platforms.
• Drive customer journey mapping and ensure ABM strategies are aligned with each stage of the buyer's journey.
• Develop interactive and dynamic content to drive engagement and capture valuable data.
• Conduct market research and competitive analysis to identify industry trends and benchmark ABM strategies.

Requirements

• Bachelor's degree in marketing, business, or a related field.
• 5+ years of experience in demand generation or ABM.
• Expertise in AI-powered personalization, marketing automation, and CRM tools like HubSpot, Marketo, and Salesforce.
• Familiarity with intent data platforms like 6sense and Bombora.
• Strong understanding of predictive lead scoring and data privacy regulations.
• Experience managing interactive content formats and creating content hubs.

Benefits

• Professional growth and development
• Health insurance
• Dental insurance
• Vision insurance
• Well-being programs
• Health savings account
• Flexible spending account
• Retirement plan
• Open leave
• Annual discretionary bonus and incentives