ABM Manager

What you will be doing:

• Lead and Execute ABM Strategy:
• Design and manage 1:1, 1:few, and 1:many ABM programs that reach the right institutions and organizations with personalized, relevant experiences, including integrated email, paid media, direct mail, and personalized content experiences.
• Collaborate with sector marketing, sales, and customer success to identify and prioritize target accounts, define buying groups, and tailor messaging to the unique needs of Higher Ed or the business and government learning audiences.
• Use Demandbase to orchestrate and measure multi-channel account journeys, including advertising, website personalization, and content engagement, to complement campaigns executed in Marketo and Outreach.
• Partner with content and creative teams to develop assets that resonate with educators, administrators, and technology leaders and align assets with stage-based buyer journeys informed by predictive scoring and intent data.
• Manage budgets, timelines, and results while continuously experimenting with new tactics and tools.
• Lead and analyze research projects (internal or vendor-led) to surface insights that fuel smarter ABM strategies and inform ongoing targeting and segmentation refinement.
• Drive Collaboration and Alignment:
• Work hand-in-hand with sales, customer success, SDRs, and marketing operations to connect strategy with execution, ensuring marketing activity contributes directly to business objectives including competitive conquesting, pipeline generation, and revenue outcomes.
• Use Salesforce, Marketo, and Outreach to ensure campaign alignment, accurate tracking, and smooth lead/account handoffs.
• Engage with the marketing operations team to collaboratively design dashboards in Tableau and/or Demandbase that visualize ABM performance, predictive trends, and account engagement insights.
• Create scalable systems for project organization and visibility using Asana
• Measure, Learn, and Optimize:
• Continuously refine targeting strategies to ensure relevance and alignment with business goals.
• Define and track key performance indicators for engagement, pipeline influence, and revenue contribution from ABM programs.
• Collaborate with Revenue Ops to define KPIs that connect ABM influence to pipeline velocity, opportunity conversion, and customer expansion.
• Apply data insights to refine segmentation, messaging, and tactics for continuous improvement.
• Share best practices and learnings to help elevate ABM strategy across sectors and teams.

Here's what you will need to know/have:

• 5–7 years of B2B marketing experience, with 2+ years managing ABM programs in a SaaS or software company (edtech experience strongly preferred).
• Proven ability to build and execute ABM programs that drive measurable pipeline and customer expansion.
• Hands-on expertise with Demandbase, Marketo, Salesforce, Outreach, and Tableau.
• Analytical mindset with the ability to interpret data and communicate insights clearly.
• Excellent communication and collaboration skills—comfortable building trust with sales, customer success, marketing ops, and key stakeholders.
• Curiosity, creativity, and a test-and-learn approach that aligns with Instructure’s culture of innovation.
• Bachelor’s degree in Marketing, Business, or related field (or equivalent experience).