B2B Marketing Manager

What You Will Do

Creative Alignment & Brand Consistency

•Ensure consistent, on brand creative across all B2B touchpoints (web, email, paid, organic social, events, sales collateral)

•Collaborate with Product Marketing, Creative and Content to translate strategy into clear briefs and effective assets

Events Leadership & Execution

•Partner with Product Marketing and Sales to align on event strategy, messaging and SMART goals for each event

•Lead and develop the Events Manager while remaining hands-on in planning, prioritization, and execution

•Own event planning with clear measurement and ROI accountability, including Salesforce tracking

•Oversee post events follow up and sales activation to maximize pipeline and revenue impact.

Account Based Marketing (ABM) 

•Partner with Sales to own Becker’s ABM and lead generation strategy, defining ideal customer profiles (ICP), target accounts, and ABM campaign priorities aligned to revenue goals 

•Leverage the 6sense platform to identify, prioritize and engage in-market target accounts based on intent and buying signals

•Translate account-level insights and intent data into coordinated ABM campaigns across channels.

•Track target account engagement, pipeline contribution, and revenue impact; optimize ABM programs based on performance and business needs




MQL and Demand Generation


•Own the marketing qualified lead generation strategy to drive scalable pipeline growth across priority audiences 
Plan and execute integrated campaigns across content, webinars, events, email, and paid media to drive qualified leads 


•Partner with Sales and Analytics to define MQL criteria and ensure alignment between lead quality and sales outcomes 


•Monitor MQL volume, conversion rates, pipeline contribution, and ROI; continuously optimize programs to improve performance

 


Salesforce, Measurement & Budget Ownership[JH2.1]

 


•Accountable for B2B revenue generation, aligning marketing programs to sales priorities, pipeline goals, and revenue targets


•Co-own with Sales the definition of success and measurement approach across demand, ABM, events and retention


•Partner with Analytics, Sales and Salesforce teams to establish the tracking foundation from the ground up, enabling consistent, scalable measurement in Salesforce


•Monitor funnel and pipeline performance; surface risks and opportunities and translate insights into action


•Own B2B revenue targets (with Sales) and manage to pipeline health, forecast, and attribution.


•Own the B2B marketing budget; allocate spend and optimize ROI

 


Major Client Retention Support[JH3.1]

 


•Support B2B client retention and expansion in partnership with Sales and Product Marketing


•Develop programs that reinforce value, drive adoption and utilization, support renewals, cross sell, and upsell


•Align with Sales on retention goals and success metrics

 

Success Metrics

•Ownership of B2B revenue target attainment and pipeline coverage 

•Client retention and expansion

•Event-sourced and influenced pipeline

•MQL and pipeline contribution

•ABM account engagement and pipeline

•Budget efficiency and ROI

•Sales alignment and satisfaction

What Success Looks Like

8+ years of B2B marketing experience, with a track record of driving measurable pipeline and revenue impact

•    Proven people leader and hands-on working manager, with experience leading direct reports, event strategy and execution

•    Experience partnering with Sales to support retention and expansion, including utilization, upsell and cross sell

•    Proven ability to partner with Sales to establish measurement strategy and build the tracking foundation from the ground up alongside Analytics and Salesforce teams.

•    Strong working knowledge of Salesforce, including campaign and account-level reporting

•    Excellent cross functional communication and prioritization skills, with the ability to drive alignment and execute in a fast-paced environment

•    Prior Account-based marketing (ABM) experience, including target account strategy and coordinated campaign execution

•    Highly collaborative, solution-oriented mindset, with a bias toward action and continuous improvement

Preferred Experience

•    Background in professional education or accounting industry