Job Information
SHRM Senior Specialist, B2B Demand Generations & Account-Based Marketing in Alexandria, Virginia
Senior Specialist, B2B Demand Generations & Account-Based Marketing
1800 Duke St, Alexandria, VA 22314, USA
Req #965
Tuesday, October 22, 2024
SHRM is a member-driven catalyst for creating better workplaces where people and businesses thrive together. As the trusted authority on all things work, SHRM is the foremost expert, researcher, advocate, and thought leader on issues and innovations impacting today’s evolving workplaces. With nearly 340,000 members in 180 countries, SHRM touches the lives of more than 362 million workers and their families globally.
AtSHRM, we are committed to making work,workersand workplaces better through insights-driven policy solutions, learning and development, thought leadership and research. We are shaping the ways employers and employees thrive together. SHRM is empoweringnearly340,000members, including HR professionals, business executives, andorganizations,to lead as strategic business partners and effective stewards of workplace culture, business productivity, and employee engagement.
Summary
At SHRM, we are committed to driving growth and engagement across all audience segments. As a B2B Demand Generation & Account-Based Marketing (ABM) Senior Specialist, you will collaborate with cross-functional teams, including marketing, sales, and revenue operations, to develop and execute highly targeted, data-driven B2B campaigns. This roleis responsible forleveragingmarketing automation, data analytics, and advanced ABM strategies to drive brand awareness, generate high-quality leads, and accelerate pipeline progression. You will also focus onoptimizingcampaign performance through A/B testing, segmentation, and multi-channel outreach, ensuring alignment between marketing initiatives and sales goals to maximize ROI and business growth. Strong analytical and project management skills are key toidentifyingopportunities for continuous improvement and ensuring the successful execution of strategies.
Primary responsibilities include:
Lead ABM strategies with a focus on hyper-personalized campaigns across multiple channels (email, LinkedIn, direct mail, video, etc.)for high-value accounts.
Leverage intent data and predictive analytics to target and prioritize prospects with the highest potential for conversion using platforms like 6sense and Bombora.
Implement AI-powered personalization tools to deliver tailored, real-time content and recommendations, improving audience engagement at various stages of the buyer's journey.
Utilize advanced marketing automation and orchestration platforms (HubSpot, Marketo) to streamline lead nurturing processes and multi-touch attribution, ensuringoptimalcampaign performance.
Track, analyze, and report on ABM campaign performance using key metrics like lead quality, pipeline growth, and account engagement to refine strategies anddemonstrateROI.
Collaborate with the sales team and other cross-functional teams to ensure alignment in messaging, targeting, and pipeline goals, fostering full-funnel alignment to improve retention and upsell opportunities.
Work closely with the revenue operations team to ensureaccurateattribution models and clean data flow between platforms, enabling better decision-making and forecasting.
Drive customer journey mapping and ensure ABM strategies are aligned with each stage, creating seamless experiences that address unique pain points andobjectivesof high-value accounts.
Develop interactive and dynamic content, such as assessments and personalized videos, to drive engagement and capture valuable data.
Stayup-to-datewith AI-driven tools, trends in ABM, and advances in conversational marketing to continuouslyoptimizedemand generation efforts.
Conduct market research and competitive analysis toidentifyindustry trends and benchmark ABM strategies against competitors, adjusting campaigns tomaintaina competitive edge.
Overall Education & Expertise :
Bachelor’s degree in marketing, business, or a related field.
5+ years of experience in demand generation or ABM.
Expertisein 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, data privacy regulations (GDPR, CCPA), and AI-driven outreach.
Experience managing interactive content formats and creating content hubs for nurturing prospects.
Physical Requirements
Must be able to perform essential duties satisfactorily with reasonable accommodations.
Work is generally done sitting, talking, hearing, and typing. Visual acuity to use a keyboard, prepare and analyze data and figures; transcribing, viewing a computer terminal; extensive reading.
Work environment
Work is regularly performed in a combination of office and conference settings and routinely uses standard office equipment.
Travel is required 0-10% of the time.
#LI-Hybrid
The hiring range for this position is $75,000 to $100,000 per year. This range is an estimate, and the actual salary may vary based on the candidate's experience, skills, and qualifications. SHRM offers a competitive and comprehensive total rewards package. The benefits for this position include professional growth and development, health, dental, vision, well-being, health savings, flexible spending, retirement, open leave, and annual discretionary bonus and incentives.
Our employment practices are in accordance with the laws that prohibit discrimination against qualified individuals on the basis of race, religion, color, gender, age, national origin, physical or mental disability, genetic information, veteran’s status, marital status, gender identity and expression, sexual orientation, or any other status protected by applicable law.
SHRM is an equal opportunity employer (Minority/Female/Disabled/Veteran).
We do not sponsor applicants for work visas.
Other details
Job Family 00 - Marketing & Content
Pay Type Salary
Apply Now
- 1800 Duke St, Alexandria, VA 22314, USA