Marketing Manager / Account-Based Marketing (ABM)

ROLE OVERVIEW 

The Account-Based Marketing (ABM) Marketing Manager is responsible for designing and executing account-based marketing programs that accelerate pipeline and revenue from IFS's highest-value target accounts across South & Central Europe (DACH, France, Iberia and Eastern Europe). 

Working in close partnership with Regional Sales Directors,  Industry Marketing and Global Campaigns, this role develops personalised, multi-channel engagement strategies for named accounts and buying groups, ensuring marketing investment is focused on the opportunities with the highest commercial potential. 

This role is the regional owner of the ABM strategy and execution framework and acts as the primary marketing partner for enterprise sales teams pursuing strategic accounts. 

Reports to: Marketing Manager Net New – South & Central Europe 

Location: Germany or France (preferred) 

KEY RESPONSIBILITIES 

Account Strategy 

• Develop the regional ABM strategy aligned to regional sales priorities such as Strategic, Enterprise and nominated T100 accounts.  

• Build and maintain named account lists with Sales Leadership.  

• Segment accounts into Tier 1 engagement programmes.  

• Identify buying committees and key personas within strategic accounts.  

Campaign Development & Execution 

• Design personalised 1:1  campaigns.  

• Coordinate digital, executive engagement, events, direct mail and customer advocacy activities.  

• Develop account-specific messaging and value propositions.  

Sales Partnership 

• Participate in Sales account planning sessions and align marketing activities to strategic opportunities. 

• Support deal acceleration and expansion campaigns.  

• Enable sales with market intelligence,  account intelligence, engagement insights and personalized assets. 

Measurement & Optimization 

• Track account and buying group engagement.  

• Measure influence on pipeline creation and acceleration.  

• Optimize programs using campaign performance and sales feedback.  

Budget & Vendor Management 

• Manage ABM program budgets and ensure cost-effective execution. 

• Coordinate with agencies, data providers and technology vendors, including ABM platforms. 

SUCCESS METRICS 

• Marketing sourced pipeline from named accounts  

• Marketing influenced pipeline  

• Target account engagement score  

• Buying committee penetration  

• Pipeline velocity improvement  

• Win rate improvement  

• Average deal size  

• Sales satisfaction

Department: Marketing
Experience Level: Mid-Senior Level