Head of ABM

Ledger Bennett Ltd

At Ledger Bennett, we strive to help our employees find passion and purpose. We’re looking for commercially driven strategic marketers, sales professionals and data scientists to help build the most advanced revenue services business in the world. If you think you could make a bigger impact on your client’s revenue than your current job allows, then join us to help change the way the world delivers revenue. Ledger Bennett is now looking for an experienced ABM Manager join our team. We have adapted a flexible working style that is robust, admin-light with cloud-based systems that allow you to work from any suitable location with hours to suit you, and our clients.

What will my new role involve?

The purpose of this role is to consult, design and deliver strategies for end-to-end customer journeys within the Account Based Marketing framework for complex global companies. Consulting, strategic planning, account tiering, segmentation, messaging and content strategy will all form a core part of the role. Knowledge of the marcom tech stack, particularly ABM software is also essential.

You’ll be trusted to:

• Guide and navigate early client discussions about ABM ambitions, opportunities and gaps
• Understand what best-practice ABM looks like in terms of client team structure, communication, programme design, execution and measurement.
• Receive ABM briefs from clients, understand what information gaps exist, gather information and propose well-thought-out and informed approaches for their ABM campaigns or strategies.
• Design and activate against 1 : one, 1: few and 1 : many ABM campaigns.
• Design end-to-end campaigns and partner with our Media team to support great execution.
• Guide a cross-functional team (not direct reports) to support an ABM project.
• Be well versed in the use of consistent ABM frameworks and comfortable presenting ABM theory to clients.
• Understand different ABM theoretical models (minimum ITSMA and Forrester)
• Be flexible in delivery approach – from getting a well-designed ABM programme off the ground in a week to a more drawn-out and ambiguous process over months.
• Design and facilitate workshops online and in person.
• Build value propositions and create messaging to support the differing needs of different segments, including geography, prospect/customer, industry, use case, persona.
• Build ABM content strategy including audits and thought leadership topic definition.
• Development of the strategic framework for how nurture tracks are implemented within the ABM customer journey. Consult on how gaps in the customer journey can be addressed and suggest courses of action to remedy.
• Have an understanding of how ABM strategy informs and shapes multiple executions in market from email nurture, paid media, organic social.
• Leverage a multi-channel approach and ABM platform to engage key personas & specific key verticals of targeted accounts to build awareness and engagement
• Work with extended teams and stakeholders not limited to Sales, Marketing Operations, Content Development, and Digital Marketing teams on the overall end-to-end experience.
• Help connect the dots and measure the effectiveness of ABM activities, and identify clear opportunities for improvement.

What you need to have, know and do:

• Minimum 10+ years’ experience in B2B marketing with 5+ years’ experience in ABM, preferably agency-side.
• Experience in designing global ABM programmes for very large and complex companies
• Certified ABM training.
• Proven track record of developing and executing successful ABM campaigns across different industries for global businesses.
• Understanding of marketing automation platforms and intent platforms/ ABM software.
• Ability to align activities to deliver strategy, identifying capabilities and required levels, addressing gaps, and evaluating impact.