Account Based Marketing Manager

Job Description

HP is looking for an experienced Account Based Marketing (ABM) Manager to spearhead targeted marketing efforts for key global enterprise accounts. This role focuses on working alongside Sales teams to craft strategic account plans, activate tailored marketing campaigns, engage key stakeholders, and drive measurable improvements in account progress, pipeline growth, and revenue uplift.

The ABM Manager will collaborate with the ABM Center of Excellence, Sales, Marketing teams, Insights, Agencies, and Marketing Operations to execute highly personalized 1:1 and 1:few ABM programs. Using deep account insights and customized value propositions, this role will leverage modular content, events, digital channels, and sales plays to foster meaningful customer engagement.

Key Responsibilities

• Collaborate with Sales to select and agree on priority accounts for ABM execution, identifying objectives, growth potential, whitespace, and stakeholder priorities.
• Create account-specific ABM strategies for 1:1 and 1:few campaigns that align with sales efforts, customer needs, business outcomes, and revenue targets.
• Utilize account insights to understand customer priorities, existing installs, decision makers, competitive positioning, buying signals, past engagements, and opportunities.
• Lead account planning and strategic discussions with Sales, the ABM Center of Excellence, agencies, and other cross-functional partners.
• Convert account strategies into detailed campaign briefs, messaging directions, value propositions, plays, and activation plans.
• Develop personalized marketing assets such as account points of view, executive summaries, emails, landing pages, event invites, digital advertisements, direct mail pieces, and sales enablement tools.
• Manage multi-channel ABM activations across digital media, paid platforms, LinkedIn, emails, executive engagement, events, webinars, direct mail, and sales outreach.
• Empower Sales teams with appropriate messaging, content, engagement insights, and guidance on next-best actions within target accounts.
• Monitor account engagement levels, reach within buying committees, campaign effectiveness, opportunity progression, pipeline influence, and gather sales feedback.
• Work with Marketing Operations and Insights to ensure accurate campaign construction, tagging, measurement, and reporting.
• Iteratively optimize ABM programs based on performance metrics, customer signals, sales input, and regional feedback.
• Document and share best practices, successful plays, customer success stories, and campaign learnings to facilitate scalability across regions.

Key Deliverables

• Comprehensive ABM plans for priority accounts
• Inputs for account insights requests and briefing materials
• Alignment of sales and marketing account strategies
• Campaign briefs for 1:1 and 1:few approaches
• Tailored messaging frameworks and value propositions
• Campaign activation timelines and plans
• Requests for modular assets and agency briefs
• Sales enablement resources and next-best-action recommendations
• Reporting on account engagement and campaign performance
• Post-campaign analysis and optimization proposals

Measures of Success

• Strong alignment between Sales and Marketing on priority account strategies
• Accelerated transition from account selection to campaign launch
• Increased engagement of priority accounts and stakeholder groups
• Higher quality and relevance in account-specific messaging and materials
• Better visibility on account progress, engagement, and pipeline outcomes
• Effective use of Center of Excellence playbooks, modular content, and campaign frameworks
• Greater adoption of repeatable ABM plays across different regions
• Quantifiable contributions to pipeline growth, expansion, retention, and revenue generation

Education and Experience

• Bachelor's degree or equivalent in Marketing, Business Administration, or a related field, or equivalent professional experience.
• Over 10 years of B2B marketing experience focused on account-based marketing, field marketing, demand generation, enterprise marketing, or sales-aligned campaign execution.
• Proven track record creating and executing targeted campaigns for enterprise or strategic accounts.
• Deep understanding of ABM methodologies including 1:1, 1:few, and clustered account marketing.
• Demonstrated success partnering with Sales teams to transform account insights into actionable marketing strategies.
• Extensive experience collaborating with cross-functional teams such as Sales, Product/Portfolio Marketing, Marketing Operations, Analytics, Agencies, and Regional Marketing.
• Strong capabilities in campaign management encompassing briefing, planning, asset creation, execution, measurement, and continuous optimization.
• Analytical skill to interpret account data, engagement metrics, customer needs, and sales feedback.
• Excellent communication, storytelling, stakeholder engagement, and project management abilities.
• Capability to juggle multiple accounts, campaigns, deadlines, and stakeholders within complex organizational structures.

Preferred Qualifications

• Background in marketing enterprise technology solutions, hardware, software, or related services.
• Experience with global or regional marketing organizations.
• Familiarity with CRM systems, marketing automation, account intelligence, intent data, LinkedIn, paid media, and campaign analytics platforms.
• Experience managing executive engagement initiatives, strategic events, direct mail campaigns, or high-touch account activations.
• Skill in creating or utilizing modular content, campaign kits, playbooks, and ABM frameworks.

Knowledge and Skills

• Agile methodology
• Business development and strategies
• Channel management and sales
• Demand generation and digital marketing
• Go-to-market strategy
• Key performance indicators (KPIs) and metrics
• Marketing communications and management
• New product development
• Product management and marketing
• Salesforce CRM platform knowledge
• Social media marketing

Cross-Organizational Skills

• Effective communication
• Results-driven orientation
• Learning agility
• Digital fluency
• Customer-centric mindset

Impact and Complexity

This position influences large functional units and leads significant, multi-divisional teams or projects. It requires innovative solutions to complex challenges within organizational guidelines.

Equal Opportunity Statement

HP is committed to providing equal employment opportunities to all employees and applicants without discrimination on any legally protected characteristics. The company fosters a workplace free of bias and encourages voluntary disclosure to support diversity and inclusion initiatives with confidentiality assured.