Head of Strategic Account-Based Marketing (ABM), EMEA Full Time

Cloudflare

About the Role

Cloudflare’s Marketing Team is searching for a Head of Account-based Marketing (ABM) to develop and execute the ABM strategy in EMEA, primarily for Enterprise and strategic segments. This is a key unit to focus on 1:1 and 1:few (no more than 10/15/20 accounts in a cluster) motions.

In this high impact role, you will put your creativity and marketing prowess to work to develop, launch, manage and measure highly targeted and customized 1:1 and 1:few ABM campaigns that help penetrate aligned target accounts with defined stakeholders in meaningful ways to increase engagement and breadth in the account, and contribute to pipeline and revenue generation.

Successful candidates are well versed in Enterprise level ABM with full funnel campaign management and a wide variety of online and offline tactics; have experience with account personalisation tactics; understand the motivations of technical and executive stakeholders; and have a successful track record of achieving Marketing Qualified Account (MQA) / Qualified Buying Groups (QBG KPIs and pipeline influence goals.

Responsibilities

• Own and build the ABM strategy that deepens and broadens relationships in target accounts. Define account tiering and framework, and execute 1:1 and 1:few ABM campaigns accordingly that drive target account engagement and contribute to pipeline goals.
• Orchestration in ABM. Encompass the orchestration of 1:few and 1:1 Account Based Marketing (ABM) initiatives. You will strategically coordinate marketing and sales efforts, aiming to engage and cultivate high-value target accounts. Your responsibilities will involve harmonizing diverse marketing channels and activities to craft and consistently deliver personalized messages to identified accounts. Additionally, you will be tasked with developing and executing a comprehensive strategy that ensures all interactions with target accounts are timely and customized to cater to their specific needs and preferences. This orchestration will heavily rely on data-driven insights and automation to seamlessly unify the customer journey, ultimately yielding superior lead generation, elevated conversion rates, and the enhancement of customer relationships. Your expertise in ABM orchestration will be instrumental in achieving our business objectives and nurturing lasting connections with key accounts.
• Campaign development and strategy: Work closely with Regional Sales leaders and Field Marketing Managers to develop account-focused demand generation and relationship-building programs (campaigns and events); identify target customers/personas, campaign objectives, assets, tactics and execution channels. Leverage cross-functional team members in Content Marketing and Product Marketing to develop messaging and content appropriate for targeted personas. All strategies and tactics intended to help Cloudflare grow its share in the target segments and regions.
• Campaign Execution: Plan and lead the team to execute campaigns utilizing a variety of channels (e.g. account-specific events, paid social, email, direct mail, content syndication, events, social/display advertising). Use tools and platforms (Marketo; Contentful, Folloze, Reachdesk, etc.) to execute campaign tactics to help progress leads through the customer journey. Manage campaign launch and timeline, and facilitate data-driven improvements. Orchestrate cross-functional engagement with account teams and manage account audiences in DemandBase/6sense or similar platforms.
• Design and lead account-specific programs (campaign and events) to help us connect with account stakeholders in meaningful ways. Deliver memorable customer experiences where we can share knowledge, best practices, and the value of Cloudflare solutions. Foster pre and post-event effectiveness with customer communications, sales communications, and internal feedback.
• Measurement / reporting: Analyze, report, and measure the full impact of ABM campaigns in terms of stakeholder reach/engagement, meetings booked, pipeline and revenue influenced. Utilize Salesforce/Tableau reporting tools to evaluate campaign performance and report ROI. Develop and manage budget and prioritization across tactics/channels with a keen eye on ROI. Provide ongoing data and insights reports on traction gained with key accounts to the respective stakeholders
• Internal Champion: Be the champion of strategic ABM by driving a clear and strong narrative across the organisation backed with data insights on how the methodology and strategy is supporting Cloudflare to penetrate large accounts to success.

Your experience shows that you

• Have started or scaled an ABM motion at a B2B company
• Have had at least 2/3 direct reports
• Have experience working with sales to help drive their quarterly pipeline
• Have experience running points on integrated campaigns from start to finish
• Have incredible attention to detail.
• Possess seamless and precise communication and presentation skills
• Are results/data oriented, comfortable analyzing data and well versed in Marketo, Salesforce and an ABM tools like DemandBase or 6Sense
• Knowledge of ITSMA or other ABM frameworks
• Have great instinct for what great customer experience looks like in different mediums
• Have experience developing 1:1 and 1:few ABM campaigns that helped sales teams connect with enterprise account stakeholders in meaningful ways.
• Have high competency in digital marketing trends, paid social and best practices.
• Have proven track record meeting/exceeding lead generation and pipeline influence targets.
• Have experience in B2B enterprise software/SaaS marketing and partnering with sales teams to deliver results.
• Have exceptional project management skills and creativity required for campaign development.
• Have the ability to work effectively in a fast-paced and ever-changing environment with tight deadlines.

Key Responsibilities:

• Develop and execute an ABM strategy aligned with company marketing and sales strategies.
• Collaborate with sales teams to identify high-value accounts for ABM campaigns.
• Create tailored campaigns for high-value accounts based on their needs and pain points.
• Analyze campaign data to measure effectiveness and adjust strategies accordingly.
• Establish clear objectives and KPIs for ABM initiatives, monitoring and reporting on impact.
• Build and manage a team of ABM specialists, including hiring, training, and mentoring.
• Manage budget and resources effectively, ensuring on-time, in-scope, and within-budget project delivery.
• Foster strong relationships with internal stakeholders, customers, agencies, partners, and industry influencers.
• Stay updated on ABM best practices and industry trends, sharing insights for continuous improvement.

Requirements

• Minimum 7 years experience developing and executing multi-channel enterprise B2B solution campaigns and account-based marketing campaigns – specifically 1:few and !:1 programs. (ideally in enterprise software, SaaS, networking and/or cybersecurity segments).
• Demonstrable expertise building full funnel campaign tactics and management, including the ability to understand the motivations of technical buyers and executive stakeholders.
• Strong sense of teamwork, collaboration, and relationship management.
• An independent self -starter who enjoys working in a fast-paced environment.
• Demonstrated understanding of ABM, demand generation, nurture best practices, and campaign creation.
• Strong communication skills and ability to work with multiple stakeholders
• Experience working in rapid growth SaaS companies and industries
• Knowledge about cybersecurity market and technologies
• Hands-on experience with latest ABM platforms such as DemandBase / 6Sense, Folloze, Drift, etc.
• Skill to use BI tools, Salesforce, Marketo, Google Analytics and other digital marketing tools
• Excellent project management and time management skills