Account Based Marketing (ABM) Manager

What you will do

Own ABM strategy and account selection: Define and run Sonar’s account-based marketing strategy across one-to-one, one-to-few, and one-to-many tiers — partnering with sales to select, segment, and prioritize target and expansion accounts based on fit, intent, and opportunity.

Build and execute multi-channel account plays: Plan, build, and continuously optimize personalized campaigns across paid (e.g., LinkedIn, display, and ABM platforms such as 6sense or Demandbase), email, web personalization, direct mail, and content — tailored to each account’s buying stage and stakeholders.

Align marketing and sales: Serve as the connective tissue between marketing and the account teams — co-developing account plans with AEs and SDRs, equipping them with the right messaging and assets, and coordinating outbound and marketing touches into a single, orchestrated motion.

Define and optimize the ICP: Partner with product marketing and sales to define, refine, and continuously optimize Sonar’s ideal customer profile — using performance data, intent signals, and win/loss insight to sharpen account selection and targeting.

Leverage intent and engagement data: Use intent signals, engagement scoring, and account analytics to identify in-market accounts, prioritize outreach, and trigger the right plays at the right moment.

Drive pipeline and expansion: Generate and accelerate qualified pipeline within target accounts and expansion within existing customers — tracking engagement, opportunity creation, and influenced pipeline against clear goals.

Measure and report on impact: Define and own ABM metrics — account engagement, pipeline contribution, velocity, and ROI — and deliver regular reporting with clear, data-driven recommendations to refine targeting and spend.

Partner cross-functionally on content and messaging: Work with product marketing and content teams to develop account- and persona-specific messaging, assets, and experiences that resonate with technical and executive buyers.

Collaborate on field and event programs: Partner with field and demand gen teammates to integrate ABM into events, executive roundtables, and webinars that engage priority accounts and convert into pipeline.

Manage budget and vendors: Allocate and steward the ABM budget for maximum return, and manage ABM platform, data, and agency vendors to ensure quality execution.

Experience and qualifications

Have 5+ years of B2B marketing experience, with a focus on account-based marketing, demand generation, or integrated campaigns — preferably within enterprise SaaS or technology.

Bring a proven track record of planning and executing ABM programs (one-to-one, one-to-few, and one-to-many) that engage target accounts and drive measurable pipeline and expansion.

Have hands-on experience with ABM and intent platforms (e.g., 6sense, Demandbase, RollWorks) and an understanding of how to operationalize account data and intent signals.

Have strong analytical skills, with the ability to interpret data, optimize spend, track account engagement and pipeline, and report on ROI across channels.

Be experienced partnering closely with sales and SDR teams to align on account strategy, plays, and follow-up.

Be proficient with marketing automation tools and CRM systems (e.g., Marketing Cloud, Salesforce).

Be familiar with paid media and digital channels relevant to ABM, including LinkedIn and programmatic display.

Be highly organized and able to manage and prioritize multiple programs, accounts, and stakeholders simultaneously and independently.

Have exceptional communication and interpersonal skills, and the ability to collaborate across departments and functions.

Hold a Bachelor’s degree in Marketing, Business, or a related field (MBA a plus).