ABM Manager

Backbase; Amsterdam; On-site; EUR 90,000 - 120,000; Full time

Job summary

Backbase is seeking a Field Marketing Manager to drive regional ABM programs in the Amsterdam area. You will partner with sales to plan and execute 1:1, 1: few, and 1: many campaigns, develop events, digital campaigns, content, and reporting to accelerate pipeline.

You will own regional marketing initiatives, collaborate with global marketing to align strategies, manage multi-channel campaigns, and report on KPIs such as engagement and pipeline velocity.

Qualifications

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

Responsibilities

• ABM Strategy & Execution
• Implement 1:1, 1: few, and 1: many ABM campaigns targeting specific accounts and segments, with high personalization.
• 1:1 ABM: Support high-priority accounts with customized campaigns in collaboration with sales.
• 1: few ABM: Execute targeted campaigns for clusters of accounts using multi-channel strategies.
• 1: many ABM: Drive scalable ABM programs to engage larger groups of target accounts via digital, events, and content marketing.
• Pipeline Generation & Acceleration: Develop initiatives that drive demand and accelerate opportunities in line with sales objectives.
• Support key marketing events, webinars, and content initiatives to engage prospects and move them through the buyer's journey.
• Collaborate with sales to align marketing activities with priorities and ensure campaigns support lead generation.

Skills

ABM

Demand generation

Field marketing

Salesforce

Marketo

LinkedIn

Google AdWords

Project management

Cross-functional collaboration

Communication

Fluent English

Education

Bachelor's degree in marketing, business, or related field

Tools

Salesforce

Marketo

LinkedIn

Google AdWords

Job description

As a Field Marketing Manager for( region), you will be responsible for the development and execution of regional marketing programs that support pipeline growth, account engagement, and customer acquisition. You will work closely with the Senior Field Marketing Manager and regional sales teams to implement effective Account-Based Marketing (ABM) strategies across the 1:1, 1: few, and 1: many approaches. Your role will involve the hands‑on execution of marketing tactics, from events and digital campaigns to content development and reporting, ensuring alignment with both regional and global marketing strategies.

What you'll do

• ABM Strategy & Execution
• Implement 1:1, 1: few, and 1: many ABM campaigns targeting specific accounts and segments, ensuring high levels of personalization and engagement.
• 1:1 ABM: Support high-priority accounts by creating customized campaigns that target key decision‑makers, in close collaboration with sales teams.
• 1: few ABM: Execute targeted campaigns for clusters of accounts with similar profiles, leveraging multi‑channel strategies to increase engagement and pipeline growth.
• 1: many ABM: Drive broader, scalable ABM programs that generate awareness and engage larger groups of target accounts using digital, events, and content marketing tactics. Pipeline Generation & Acceleration
• Develop and execute marketing initiatives that drive demand and accelerate opportunities, contributing to the overall pipeline growth in alignment with sales objectives.
• Support key marketing events, webinars, and content creation initiatives that engage prospects and customers, moving them through the buyer's journey.
• Collaborate closely with the sales team to align marketing activities with sales priorities, ensuring that campaigns support lead generation and account engagement. Cross-Channel Engagement
• Use a mix of digital marketing tactics (e.g., email, paid ads, webinars) and offline events (e.g., VIP briefings, roundtables) to engage accounts at different stages of the funnel.
• Coordinate the development of regional content, including whitepapers, case studies, and thought leadership pieces, tailored to specific audience segments. Reporting & Analysis
• Monitor and report on the effectiveness of ABM campaigns, tracking key performance indicators (KPIs) such as engagement, lead generation, and pipeline velocity.
• Use tools such as Salesforce and Marketo to track marketing activities, ensuring that all campaigns are documented, analyzed, and optimized for future success.
• Ensure all marketing activities are logged and reported in relevant files, maintaining up-to-date records of regional marketing campaigns assets and status. Event Management
• Plan and execute regional marketing events, working with external vendors, sales teams, and cross-functional partners to deliver high-impact engagements.
• Oversee the logistics, content strategy, and follow-up for regional events, ensuring that they align with marketing and sales objectives and deliver measurable ROI.
• Experiment with new acquisition channels to continually optimize account engagement and drive qualified leads into the pipeline.

Who you are

• Knowledge, Skills & Qualifications
• Bachelor's degree in marketing, business, or a related field.
• 8 years of experience in B2B marketing, with a strong focus on ABM, demand generation, and field marketing.
• Familiarity with ABM tools and strategies, including 1:1, 1: few, and 1: many approaches.
• Proficiency in marketing technology platforms such as Salesforce, Marketo, LinkedIn, and Google AdWords.
• Strong project management and organizational skills, with the ability to manage multiple projects simultaneously and deliver results under tight timelines.
• Proven ability to collaborate with cross-functional teams, particularly sales, product marketing, and external agencies.
• Excellent communication and presentation skills, with the ability to convey marketing impact to both internal and external stakeholders.
• Fluent in English (written and spoken)