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: Senior Specialist, B2B Demand Generations & Account-Based Marketing

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

Posted Date: Tuesday, October 22, 2024

Requisition ID: Req #965

Description:

Senior Specialist, B2B Demand Generations & Account-Based Marketing

1800 Duke St, Alexandria, VA 22314, USAReq #965 Tuesday, October 22, 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 nearly 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

At SHRM, we are committed to driving growth and engagement across all audience segments. As a B2B Demand Generation & Account-Based Marketing (ABM) Senior Specialist, you will collaborate with cross-functional teams, including marketing, sales, and revenue operations, to develop and execute highly targeted, data-driven B2B campaigns. This role is responsible for leveraging marketing automation, data analytics, and advanced ABM strategies to drive brand awareness, generate high-quality leads, and accelerate pipeline progression. You will also focus on optimizing campaign performance through A/B testing, segmentation, and multi-channel outreach, ensuring alignment between marketing initiatives and sales goals to maximize ROI and business growth. Strong analytical and project management skills are key to identifying opportunities for continuous improvement and ensuring the successful execution of strategies.

Primary responsibilities include:

• Lead ABM strategies with a focus on hyper-personalized campaigns across multiple channels (email, LinkedIn, direct mail, video, etc.) for high-value accounts.

• Leverage intent data and predictive analytics to target and prioritize prospects with the highest potential for conversion using platforms like 6sense and Bombora.

• Implement AI-powered personalization tools to deliver tailored, real-time content and recommendations, improving audience engagement at various stages of the buyer's journey.

• Utilize advanced marketing automation and orchestration platforms (HubSpot, Marketo) to streamline lead nurturing processes and multi-touch attribution, ensuring optimal campaign performance.

• Track, analyze, and report on ABM campaign performance using key metrics like lead quality, pipeline growth, and account engagement to refine strategies and demonstrate ROI.

• Collaborate with the sales team and other cross-functional teams to ensure alignment in messaging, targeting, and pipeline goals, fostering full-funnel alignment to improve retention and upsell opportunities.

• Work closely with the revenue operations team to ensure accurate attribution models and clean data flow between platforms, enabling better decision-making and forecasting.

• Drive customer journey mapping and ensure ABM strategies are aligned with each stage, creating seamless experiences that address unique pain points and objectives of high-value accounts.

• Develop interactive and dynamic content, such as assessments and personalized videos, to drive engagement and capture valuable data.

• Stay up-to-date with AI-driven tools, trends in ABM, and advances in conversational marketing to continuously optimize demand generation efforts.

• Conduct market research and competitive analysis to identify industry trends and benchmark ABM strategies against competitors, adjusting campaigns to maintain a competitive edge.

Overall Education & Expertise:

• Bachelor’s degree in marketing, business, or a related field.

• 5+ years of experience in demand generation or ABM.

• Expertise in AI-powered personalization, marketing automation, and CRM tools like HubSpot, Marketo, and Salesforce.

• Familiarity with intent data platforms like 6sense and 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.

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 $75,000 to $100,000 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
• Pay TypeSalary

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Job Family: 00 - Marketing & Content


Pay Type: Salary

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