B2B Account Based Marketing (ABM) Manager

B2B Demand Generation Manager

Role Overview:

The B2B Demand Generation Manager is responsible for developing and implementing strategies to generate leads and drive revenue. This role requires experience in lead generation, a deep understanding of the sales process, and strong analytical and communication skills. You will work within an ABM (Account-Based Marketing) framework to improve conversions through continual testing and optimization of lead generation and nurture efforts throughout the customer journey.

Key Responsibilities:

• Implement demand generation strategies and campaigns.

• Collaborate with Sales and B2B Program Manager teams to define target account lists, align efforts, and drive revenue.

• Design and oversee intent and stage-based campaigns for tiered target accounts.

• Utilize data and analytics to measure and enhance the performance of demand generation efforts.

• Develop and maintain relationships with Channel Marketing, Sales teams, partners, and other stakeholders.

• Stay updated on B2B marketing industry trends and new technologies.

• Conduct market and customer research to identify opportunities and challenges.

• Measure and report on the success of demand generation campaigns using metrics such as lead engagement, conversions, and revenue.

• Identify and resolve challenges within the demand generation process.

• Define and implement repeatable processes to expand the ABM program across all strategic accounts globally.

• Work with the B2B Program Manager to determine audience segmentation and monitor buyer personas to inform content strategies aligned to the buyer journey.

• Recommend optimizations to ensure campaign messaging and content resonate with target audiences and align with campaign goals to generate new leads and drive them through the buyer journey.

• Collaborate with the email marketing team to develop the strategic framework for lead nurture tactics within the ABM buyer journey.

• Evaluate trending accounts weekly to highlight which accounts and leads should be sent to the Sales team for follow-up.

Minimum Qualifications:

• Bachelor's degree in Marketing, Communication, or a related field.

• 5+ years of experience in global corporate B2B digital marketing functions.

• Hands-on experience with a modern ABM tech stack, specifically Demandbase, Marketo, and Salesforce.

• Knowledge of sales techniques and strategies.

• Self-starter with the ability to think strategically and deploy tactically.

• Proven ability to partner with global stakeholders and other functions in a highly matrixed organization.

• Proactive approach with the capability to work independently and collaboratively to conceptualize campaign improvements.

• Domain expertise in Data Center technology (Cloud/Enterprise architecture, memory, and storage technology) is a plus.

• Strong data analysis skills and familiarity with data analysis and visualization tools.

• Excellent communication and project management skills.

• Strong interpersonal skills and the ability to maintain positive relationships with colleagues.

This role is part of the CPG Digital Marketing team, which plans and executes B2B digital campaigns. You will work closely with our B2B Program Manager and act as a liaison between Marketing, Sales, and Channel Marketing teams.

ManpowerGroup is committed to providing equal employment opportunities in a professional, high quality work environment. It is the policy of ManpowerGroup and all of its subsidiaries to recruit, train, promote, transfer, pay and take all employment actions without regard to an employee's race, color, national origin, ancestry, sex, sexual orientation, gender identity, genetic information, religion, age, disability, protected veteran status, or any other basis protected by applicable law.