Job Description:

Society for Human Resource Management (SHRM)

The Society for Human Resource Management is an equal opportunity employer (Minority/Female/Disabled/Veteran).

ACCESSIBILITY NOTICE: If you need a reasonable accommodation for any part of the employment process due to a physical or mental disability, please send an email to: accessibility@shrm.org or TDD (703) 548-6990.


Position Title: Specialist, B2B2C Demand Generation

Location: 1800 Duke St, Alexandria, VA 22314, USA

Posted Date: Monday, October 21, 2024

Requisition ID: Req #963

Description:

Specialist, B2B2C Demand Generation

1800 Duke St, Alexandria, VA 22314, USAReq #963 Monday, October 21, 2024 SHRM is a member-driven catalyst for creating better workplaces where people and businesses thrive together. As the trusted authority on all things work, SHRM is the foremost expert, researcher, advocate, and thought leader on issues and innovations impacting today’s evolving workplaces.  With nearly 340,000 members in 180 countries, SHRM touches the lives of more than 362 million workers and their families globally.

At SHRM, we are committed to making work, workers and workplaces better through insights-driven policy solutions, learning and development, thought leadership and research. We are shaping the ways employers and employees thrive together. SHRM is empowering our more than 340,000+ members, including HR professionals, business executives, and organizations, to lead as strategic business partners and effective stewards of workplace culture, business productivity, and employee engagement.

Summary

The B2B2C Senior Specialist, Account-Based Marketing at SHRM will spearhead the design and execution of highly personalized Account-Based Marketing (ABM) campaigns that effectively target both B2B and B2C audiences. This pivotal role emphasizes the orchestration of innovative account-based strategies across multiple channels to enhance engagement and drive revenue growth. The specialist will collaborate closely with sales, marketing, and product teams to develop and implement a cohesive, data-driven strategy that aligns with SHRM's broader organizational goals and fosters meaningful connections with key stakeholders.

Primary responsibilities include:

• Design and execute ABM campaigns that engage both B2B and B2C audiences, leveraging AI-powered personalization to deliver tailored experiences across multiple channels.
• Utilize intent data and predictive analytics to identify high-potential accounts and create targeted outreach with personalized content.
• Implement multi-channel orchestration for ABM, including email, social media, direct mail, and video, ensuring cohesive engagement across platforms.
• Create and optimize interactive content experiences to capture valuable prospect data and nurture leads through the funnel.
• Collaborate with marketing, product, and sales teams to ensure campaign success and alignment in strategy, including facilitating cross-functional workshops to generate innovative ABM ideas.
• Develop comprehensive measurement frameworks with key performance indicators (KPIs) to assess campaign effectiveness and refine strategies based on insights gained.
• Build and maintain detailed account profiles by integrating insights from sales and customer feedback to tailor marketing efforts effectively.
• Leverage marketing automation tools to streamline ABM processes, enhance targeting capabilities, and improve campaign efficiency.
• Conduct competitive analysis to monitor competitor ABM strategies and identify opportunities for differentiation and improvement.
• Develop training and resources for internal teams on best practices for ABM, fostering a culture of continuous learning and improvement.
• Engage in customer feedback loops to gain insights that will inform campaign adjustments and enhance personalization efforts.
• Enhance customer journey mapping by collaborating with the customer experience team to ensure a seamless experience across all touchpoints.
• Maintain a strong understanding of predictive lead scoring, data privacy regulations (GDPR, CCPA), and AI-driven outreach.
• Stay up-to-date on ABM trends, conversational marketing, and AI-driven demand generation.

Overall Education & Expertise

• Bachelor’s degree in marketing, business, or a related field.
• 3+ years of experience in ABM or demand generation.
• Expertise in AI-powered tools, intent data platforms, and predictive analytics.
• Experience with content personalization, interactive content creation, and multi-channel orchestration.
• Expertise in AI-powered personalization, marketing automation, and CRM tools like HubSpot, Marketo, and Salesforce.
• Familiarity with intent data platforms like 6sense, RollWorks Bombora.
• Strong understanding of predictive lead scoring, data privacy regulations (GDPR, CCPA), and AI-driven outreach.
• Experience managing interactive content formats and creating content hubs for nurturing prospects.

Additional Notes

Physical Requirements

• Must be able to perform essential duties satisfactorily with reasonable accommodations.
• Work is generally done sitting, talking, hearing, and typing. Visual acuity to use a keyboard, prepare and analyze data and figures; transcribing, viewing a computer terminal; extensive reading.

Work environment

• Work is regularly performed in a combination of office and conference settings and routinely uses standard office equipment.
• Travel is required 0-10% of the time.

#LI-Hybrid

The hiring range for this position is $70,000 to $83,000 per year. This range is an estimate, and the actual salary may vary based on the candidate's experience, skills, and qualifications. SHRM offers a competitive and comprehensive total rewards package. The benefits for this position include professional growth and development, health, dental, vision, well-being, health savings, flexible spending, retirement, open leave, and annual discretionary bonus and incentives.

Our employment practices are in accordance with the laws that prohibit discrimination against qualified individuals on the basis of race, religion, color, gender, age, national origin, physical or mental disability, genetic information, veteran’s status, marital status, gender identity and expression, sexual orientation, or any other status protected by applicable law. SHRM is an equal opportunity employer (Minority/Female/Disabled/Veteran). We do not sponsor applicants for work visas.

Other details

• Job Family00 - Marketing & Content
• Job Function00 - Primary
• Pay TypeSalary

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