Account Based Marketing (ABM) Manager
About Carrot:
Carrot Fertility is the leading global fertility benefits provider for employers built to make fertility care and family-forming affordable and accessible for everyone who wants or needs it. Companies use Carrot to customize a fertility benefit that provides employees financial, medical, and emotional support as they pursue parenthood, reducing healthcare costs and resulting in better clinical outcomes.
The Role:
Reporting to the Director of Demand Generation, this role sits at the intersection of marketing, analytics and strategy. You will partner with the sales team, and use data, to help prioritize top accounts and segments to target. You will build and execute on high-touch 1:1, 1:few and 1:many marketing plays to speed pipeline conversion and win new business. This is a new role at Carrot and a unique opportunity to be involved in shaping the ABM function.
Responsibilities
- Develop and implement target account strategy alongside marketing/sales team members to support account-based marketing and selling
- Help the sales team build-out target account lists, based on ideal customer profiles and signs of intent
- Determine best segmentation strategy for differentiated messaging and campaigns for existing leads in the funnel.
- Design & execute 1:1, 1: many, and broad-based marketing initiatives to engage qualified leads and generate pipeline for our sales teams
- Own ABM metrics, financials, analysis and acquisition cost optimization
- Continuously monitor account-based campaign engagement and proactively engage with the commercial teams to coordinate, communicate, and optimize the impact of marketing activities
- Identify opportunities to improve marketing effectiveness through better audience segmentation, marketing techniques, and processes
- Analyze the effectiveness of demand gen activities while also focusing on improving marketing KPIs such as MQL, pipeline influence and engagement
The Team:
This role will be part of Carrot’s Marketing team and will sit within the demand generation function. Carrot’s Marketing team is responsible for sharing the Carrot story with the world, coordinating and producing all materials representing the business externally. The demand generation function builds campaigns that generate top-funnel leads while also nurturing and engaging existing leads through pipeline conversion. This role will also involve regular collaboration with the sales and other marketing functions.
Minimum Qualifications:
- Minimum of 3-5 years experience in a high-tech B2B demand generation or ABM
- Proven track record with account-based marketing programs and large account selling teams
- Solid experience creating and executing integrated marketing campaigns using tactics that include live events, webinars, digital advertising, and social networking.
- Experience building and executing digital campaigns
- Hands-on experience with marketing automation, ABM tools, webinar software and other marketing technologies
- Experience with targeting, segmentation and list acquisition to build prospect lists for demand gen campaigns.
- Strong understanding of how to use inbound marketing and content marketing to generate more engaged leads.
Why Carrot?
Founded in 2016, CB Insights recognized Carrot as one of the world's most promising private digital health companies. In 2020, Carrot was named to Fast Company’s World Changing Ideas awards program, which recognizes companies that are tackling society's biggest problems, and Carrot was named to Fierce Healthcare’s Fierce 15 List of 2021 which recognizes the most promising healthcare companies in the industry. Carrot supports 250+ companies in more than 60 countries across North America, Asia, Europe, South America, and the Middle East.