Vice President of Demand and Account-Based Marketing

Summary

Join Actian as the Vice President of Demand and Account-Based Marketing to lead customer acquisition and pipeline growth. This role involves overseeing digital media, ABM initiatives, and marketing operations, working cross-functionally with sales and revenue operations. You will develop and execute multi-channel demand generation programs, build a scalable ABM framework, and optimize marketing operations using Marketo and other martech tools. Success requires a proven track record in driving change, optimizing demand generation, and scaling ABM strategies in B2B enterprise software, preferably in data intelligence solutions. Leadership and change management skills are crucial to lead a team and foster a test-and-learn culture. This is a high-impact role demanding strong analytical skills and cross-functional collaboration.

Requirements

• 10+ years of experience in B2B demand generation, account-based marketing, and marketing operations, preferably within the metadata management, data cataloging, or data intelligence space
• Deep expertise in ABM technologies such as Demandbase, 6sense, Terminus, or similar platforms
• Strong background in digital paid media, marketing automation (Marketo preferred), and martech strategy
• Proven success in driving pipeline and revenue growth through integrated demand and ABM programs
• Experience aligning closely with sales teams and implementing processes that drive collaboration and efficiency
• Strong analytical mindset with experience in marketing analytics, reporting, and performance optimization
• Ability to drive change and lead cross-functional teams in a fast-paced, high-growth environment
• Excellent leadership, communication, and strategic thinking skills

Responsibilities

• Develop and execute multi-channel demand generation programs that drive awareness, engagement, and conversion across target accounts
• Own paid digital media strategy and agency management to optimize pipeline growth and customer acquisition
• Align with sales leadership to develop data-driven demand strategies that prioritize high-value accounts and industries
• Lead the development and execution of ABM programs, leveraging Demandbase to engage and convert target accounts
• Build a scalable ABM framework to support sales teams in high-touch, high-value account engagement
• Partner with sales and field marketing to create personalized experiences and campaigns tailored to specific account segments
• Oversee marketing operations, including reporting and analytics to optimize demand generation and ABM efforts
• Drive marketing automation and outbound strategies via Marketo, ensuring lead nurture and conversion optimization
• Own the martech stack, identifying and implementing best-in-class technologies to enhance efficiency and performance
• Partner closely with sales, marketing, and revenue operations to ensure alignment on pipeline goals, lead quality, and conversion metrics
• Develop SLA agreements with sales to ensure seamless handoff and follow-up on marketing-sourced leads and marketing qualified accounts
• Enable sales with insights, account intelligence, and personalized outreach strategies to maximize impact
• Drive organizational change and adoption of demand and ABM best practices across marketing and sales teams
• Lead a team of demand generation, ABM, and marketing operations professionals, ensuring executional excellence and continuous innovation
• Foster a test-and-learn culture, leveraging data-driven insights to refine campaigns and optimize performance