ABM & Activation Strategy Lead

Digital Realty; Dallas (TX); On-site; USD 140,000 - 190,000; Full time

Job summary

Digital Realty is seeking an ABM & Activation Strategy Lead in Dallas, TX, or Austin, TX, to own the marketing signal-to-activation layer — turning signals into scored, routable demand and guiding the account-based motion from strategy to implementation. The role interfaces across Marketing, Sales, and GTM Strategy, designing architectures for activation, scoring, and AI-driven workflows.

Collaboration with GTM Engineering and data teams is essential; growth potential includes expanding a small

Qualifications

• 5+ years in marketing operations or related roles with ABM experience.
• End-to-end ownership of a scoring or lead qualification model — design, measurement, iteration.
• Experience translating marketing requirements into technical specifications with data engineering or platform teams.
• Proficiency with ABM platforms (6sense, Demandbase) and audience configuration/activation.
• Experience with marketing automation and CRM (Marketo, Salesforce).
• Experience applying GenAI to marketing workflows and activation.

Responsibilities

• Own ABM strategy, roadmap, implementation, and adoption across marketing.
• Design and govern intent strategy, including signal taxonomy and audience activation.
• Define account-grain funnel, lead-to-account matching, and buying group structures.
• Architect scalable activation across CRM, marketing automation, and AI workflows.
• Own scoring models, thresholds, and prioritization across the funnel.
• Serve as strategic owner of 6sense adoption and enablement.
• Lead cross-functional alignment with GTM Engineering, Sales Ops, and Marketing leadership.
• Lead GenAI-enabled activation across workflows to scale personalization.

Skills

ABM strategy

Revenue intelligence

Intent strategy

GenAI applications

Cross-functional leadership

Tools

6sense

Demandbase

Marketo

Salesforce

BigQuery

Snowflake

Databricks

Job description

Position Title: ABM & Activation Strategy Lead

Location: Dallas, TX or Austin, TX

Your role

As part of our Marketing Analytics & AI function, ‘ABM & Activation Strategy’ plays an integral role in how we identify, prioritize, and engage the accounts that matter most. The Marketing Analytics & AI team is responsible for marketing's data products, measurement and attribution, revenue intelligence, campaign operations, and the application of AI across the marketing organization.

Directly reporting to the Director, Marketing Analytics & AI, the ideal candidate will own the marketing signal-to-activation layer end to end — turning marketing, behavioral, and intent signals into scored, routable, and activatable demand, and owning the account-based marketing motion from strategy through implementation through adoption. This is a builder's role as much as a strategist's: you will design the scoring and activation architecture, then work hand-in-hand with our GTM Engineering partners to implement it in our core systems.

This role operates at the intersection of Marketing, Sales, and GTM Strategy. Marketing owns the strategy, requirements, and definitions; GTM Strategy owns the platform build, monitoring, and process implementation. Success depends on designing an activation model that Sales trusts and that our shared systems can support at scale. The role has the potential to grow a small team as the ABM motion matures.

What You'll Do

• Account-based GTM strategy – own ABM strategy, roadmap, implementation, and adoption across the marketing organization, including target account selection, tiering, and the plays that engage each tier.
• Revenue intelligence and intent strategy – design and govern intent strategy, including signal taxonomies, weighting methodologies, audience qualification logic, and the signal-to-action framework that converts intent data into audience activation, personalization triggers, and Marketing-to-Sales workflow.
• Account-grain funnel design – define the account-grain funnel model, buying group and opportunity contact role structures, and lead-to-account matching approach that underpin account-based measurement.
• Audience activation architecture - Architect scalable activation capabilities spanning CRM, marketing automation, intent platforms, AI workflows, and analytics infrastructure, including routing‑adjacent automation that delivers scored demand to the appropriate stakeholders.
• Scoring architecture and strategy – own the design and work cross‑functionally on our lead, account, composite, and intent scoring models, including the methodology, thresholds, and how scored demand is defined, qualified, and prioritized across the funnel.
• 6sense ownership and adoption – serve as the strategic owner of our intent and ABM platform, driving configuration, enablement, and adoption across Marketing and Sales, and holding the organization accountable for using it.
• Cross‑functional leadership - Drive strategic alignment with GTM Engineering, Sales Operations, Channel & Alliances, and Marketing leadership to translate business strategy into scalable technical solutions supporting enterprise activation.
• AI‑enabled activation – lead the application of GenAI and agentic tooling across activation and ABM workflows, building automations that scale personalization, audience development, enrichment, and play execution, and helping drive AI adoption across the wider marketing organization.

What You'll Need

• 5+ years in marketing operations, growth engineering, revenue operations, or marketing technology, with at least 2 years of account-based marketing or demand activation program experience
• Demonstrated ownership of a scoring or lead qualification model end to end — design, implementation, measurement, and iteration
• Experience partnering with data engineering or platform teams to translate marketing requirements into technical specifications
• Intent and ABM platform proficiency — 6sense, Demandbase, or similar, including audience configuration, segmentation, and activation
• Modern workflow orchestration and automation tooling — n8n, Clay, Zapier, Workato, or equivalent — with the ability to design and build multi‑step automated processes
• Marketing automation and CRM fluency — Marketo, Salesforce, or similar — including campaign, lead, and audience object models
• Audience activation, enrichment, and personalization across marketing and sales channels
• Demonstrated application of GenAI and agentic tooling to marketing or GTM workflows — building automations, enrichment processes, or agent‑driven plays that meaningfully reduce manual effort or scale personalization
• Fluency with prompt design, LLM‑based workflow tooling, and evaluating where AI genuinely improves a process versus where it adds risk or noise
• Working proficiency with a cloud data warehouse or lakehouse — Microsoft Fabric, BigQuery, Snowflake, Databricks, or similar — including querying and validating data that feeds scoring and activation
• Familiarity with core data engineering and ETL/ELT concepts — pipelines, transformation layers, medallion or dimensional design patterns, data modeling, and reverse-ETL — enough to specify requirements credibly to engineering partners and understand the constraints of what is being built
• Understanding of GTM data models — lead-to-account matching, account hierarchies, buying groups and opportunity contact roles, identity resolution, and touchpoint data structures

A Bit About Us

Digital Realty brings companies and data together by delivering the full spectrum of data center, colocation and interconnection solutions. PlatformDIGITAL®, the company’s global data center platform, provides customers with a secure data meeting place and a proven Pervasive Datacenter Architecture (PDx®) solution methodology for powering innovation and efficiently managing Data Gravity challenges. Digital Realty gives its customers access to the connected data communities that matter to them with a global data center footprint of 300+ facilities in 50+ metros across 25+ countries on six continents.

To learn more about Digital Realty, please visit digitalrealty.com or follow us on LinkedIn and X.

A Bit About Our Team

Marketing

Our Marketing team works in one of the world’s fastest-growing and exciting sectors. We collaborate with the Sales team to develop effective strategies that help build our business and also ensure our corporate strategy meets our local market needs. Our team helps the business keep the world connected and continue to grow by translating our unique offerings into bespoke campaigns, content and propositions for different locations and customer segments.

What We Can Offer You

Our rapidly evolving business sector offers the opportunity to be part of a courageous and passionate team who work together to understand and meet the changing needs of our global customers.

Join us and you’ll be part of a supportive and inclusive environment where you can bring your whole self to work. As part of our team, you’ll get to work with people from different business areas, challenge the way we do things and put your ideas into action. We’ll also give you plenty of development opportunities so you can build a rewarding and successful career with us.

Health and Safety

Safety isn't just a priority here at Digital; it's critical to everything we do. Safeguarding lives, protecting assets, and securing data aren't just ideals - they're essential pillars of our commitment to excellence for our people, our partners and our customers. We have a culture of care where every member of Team Digital embraces a relentless pursuit of working safely across Digital Realty. Together we are Safely Powering Progress.

Our Compensation Philosophy

Digital Realty offers its employees a highly competitive compensation package, excellent benefits, and an environment that recognizes and rewards your contributions. Central to our compensation philosophy is rewarding our employees for achieving the values and objectives aligned to the company's overall goals and values.