ABM Lead

UserTesting’s marketing team is a key driver of pipeline creation and acceleration through personalized, targeted marketing efforts. The ABM Lead will play a critical role in building and scaling a global center of excellence for Account-Based Marketing (ABM). 

This is a high-impact, cross-functional role that combines strategic leadership with hands-on execution and will work closely with segment marketers, sales, digital, content, and global marketing teams to ensure ABM programs are effectively executed and optimized for pipeline impact.

Job Summary

As the ABM Lead, you will design and execute highly targeted ABM strategies aimed at driving engagement, pipeline growth, and revenue for key accounts. Your work will focus on creating personalized, multi-channel campaigns that are in alignment with sales and marketing objectives.

Since we are just building the ABM motion, you will have the opportunity to build the program from the ground up, creating best practices and prescribing how ABM is executed across the organization. It is a hands-on role, you will serve as the company’s ABM subject matter expert, working with segment marketers to ensure seamless execution while aligning digital marketing efforts to support personalized and highly targeted campaigns. You’ll also be responsible for defining and implementing the ABM tech stack, KPIs, reporting, and ensuring cross-functional collaboration to optimize ABM success.

Duties/Responsibilities

ABM Strategy & Execution

• Own and develop the ABM strategy, defining how 1:1 and 1:few ABM programs are structured, executed, and optimized both to expand existing accounts and win new prospects. 

• Partner with segment marketers to design and implement targeted campaigns for strategic and enterprise accounts.

• Lead the development of ABM playbooks and frameworks, ensuring a consistent and scalable approach to executing account-based programs.

• Work cross-functionally with paid media, digital events, content marketing, and field marketing to ensure alignment and integration of ABM efforts across channels.

• Define and optimize the ABM tech stack, KPIs, Marketing Operations processes, and team enablement needs.

Sales & Marketing Alignment

• Collaborate with sales teams to ensure consistent messaging and alignment on target accounts.

• Build and optimize sales enablement materials that empower sales teams to drive account progression.

• Track and report on ABM performance, measuring engagement, pipeline creation, deal velocity, and revenue impact.

• Ensure that ABM efforts are integrated with broader sales strategies, delivering measurable results at each stage of the funnel.

Account Engagement & Campaign Activation

• Orchestrate ABM campaign execution across digital and off-line channels, ensuring a seamless experience for target accounts.

• Partner with segment marketers to orchestrate account-specific events, webinars, and virtual experiences to engage prospects and customers

• Collaborate with content teams to create compelling, account-specific content and collateral that resonates with key personas, including decision-makers and C-level executives.

• Act as a coach and internal expert on ABM best practices, ensuring alignment with global marketing and sales priorities.

• Work closely with other digital marketing functions (paid media, SEO, email, events, organic social) to integrate ABM into broader marketing efforts.

• Manage any external agency relationships (if needed), ensuring alignment on campaign objectives and deliverables.

• Define KPIs and success metrics for ABM programs, with a focus on ABM-generated and influenced pipeline.

• Leverage 6sense, Metadata, Salesforce, Marketo, Mutiny, CaliberMind and other ABM tools to measure and optimize ABM campaigns.

• Continuously test, refine, and improve ABM strategies based on data-driven insights.

• Oversee the ABM budget, ensuring efficient allocation of resources to maximize ROI for campaigns and initiatives.

• Support the company’s crawl-walk-run strategy, helping the organization evolve toward a fully scalable ABM motion targeting all strategic and many enterprise accounts.

• Provide thought leadership on new ABM technologies, trends, and innovations to help future-proof ABM efforts.

Key Competencies

• ABM Expertise: Deep experience in developing and executing ABM strategies, with a focus on personalized, multi-channel campaigns.

• Strategic Leadership: Ability to build ABM from the ground up, defining best practices and framework

• Pipeline & Revenue Growth: Proven track record of generating pipeline and accelerating revenue through targeted ABM initiatives.

• Sales & Marketing Alignment: Strong ability to collaborate with sales teams to drive account engagement and conversion.
  Tech Stack & Reporting: Experience in defining and implementing ABM technologies and tools, with a strong focus on data-driven insights and optimization.

• Collaboration & Stakeholder Management: Ability to work cross-functionally and manage relationships with key stakeholders across marketing and sales teams.

• Data-Driven Optimization: Highly analytical, with a keen ability to analyze campaign performance and continuously improve results.

• Change Management: Ability to drive ABM adoption across marketing teams and align stakeholders around a unified strategy.

Education & Experience

• 8+ years of experience in digital marketing, with a strong focus on ABM, demand generation, or personalization.

• B2B SaaS experience is a hard requirement.

• Experience marketing to enterprise buyers in banking, retail, consumer products, and software is a plus.

• Excellent written and verbal communication skills for creating campaign materials and collaborating with cross-functional teams

• Proficiency with Salesforce, Marketo, 6sense, Mutiny, and other ABM technologies.

• Strong ability to define and scale ABM programs across multiple segments and regions.

• Strong project management skills, with experience managing complex, multi-channel campaigns.

• Location: Fully remote (US-based).

• Travel: ~10%, primarily for internal meetings

UserTesting is an Equal Opportunity Employer and a participant in the U.S. Federal E-Verify program.  Women, minorities, individuals with disabilities and protected veterans are encouraged to apply.  We welcome people of different backgrounds, experiences, abilities and perspectives.  UserTesting will consider qualified applicants with criminal histories in a manner consistent with the San Francisco Fair Chance Ordinance, as applicable.