Campaign Strategist, US Commercial Marketing

Hewlett-Packard Company Palo Alto , CA 94306

Posted 7 months ago

The Campaign Strategist will play a vital role in helping define and implement ABM campaigns and will develop and provide ABM program strategy and management. This individual will create scalable processes that ensure best practices in ABM campaign setup, account and buying committee contact conversion, and nurturing named accounts as well as reporting on campaigns.

As a campaign strategist, you will implement, execute and measure targeted account-focused programs for HP's BPS US Commercial Marketing working with campaign managers to implement strategic campaigns for the full end to end journey. You will help digital marketing programs, telemarketing follow-up nurturing and acquisition programs as well as offline activities and events to drive pipeline in our key accounts. This role will also become the liaison with the Data Analysis, Data Science, and Marketing Ops team to ensure the rights data and insights needed by the campaigns are provided via the right set of reports and dashboards. The Campaign managers will be guided by your expert approach to message, segment and execute ABM programs using best practices. The Campaign Strategist will be responsible for ensuring the campaign teams provide innovative creative and out-of-the box ideas that stand out. He/she will become the guardian of creativity and innovation within the team and will play a big role in ensuring we get the right agencies. This position will play an important role as the person responsible to integrate the channel sales operations and events/field marketing teams into our marketing plans.

Responsibilities

  • Collaborate with campaign managers using account-based marketing on annual and quarterly marketing planning

  • Along with campaign managers, develop close relationships with sales leadership. Participate in Sales meetings to review account engagement activity

  • Plan and develop 1:few and 1:many account-specific tactics

  • Work with Demand /ABM Lead and campaign managers to define sales and marketing journey including sales-focused activities for each campaign.

  • Segmentation of Accounts, review with Campaign Manager and Insights, Data Science team

  • Audience persona integration into web digital experiences

  • Help coordinate standardization of process and tactics across account-based marketers in different industries

  • Manage audiences to optimize engagement through segmentation, size, frequency and other recommendations based in industry best practices.

  • Represent Account Analysis with Media Briefing and Campaign Reporting

  • Develop ABM Field Marketing strategy for all campaigns.

  • Manage Campaign creative strategy ensuring our campaigns develop amazing creative and concepts. Evaluate agency performance and recommend best approved agencies to work with

  • Work with Data Analysis team to develop weekly ABM reports and share with Sales team and Marketing leadership.

  • Analyze marketing and sales data to develop insights and identify areas for optimization.

  • Building messaging and creating audience segmentation for Promotion of PS campaigns

  • Create call scripts and ensure sales follows and understands campaign guides

  • Own ABM telemarketing follow up function and training and reporting. Work with ABM Support Specialist to execute telemarketing activity.

  • Work with Category and Channel team to clearly define route-to-market including channel conversion. This role become the main strategic liaison of the team with the channel.

  • Support campaign channel marketing activities.

  • Reporting follow up to sales regarding BPS campaigns

Experience:

  • 8-10+ years B2B demand generation/field marketing experience with proven account-based marketing specific knowledge and skills

  • BA/BS or equivalent work experience

  • Experience developing amazing creative and agency experience is a must.

  • A love of analytics and a proven track record of using data to measure the success of ABM efforts

  • Excellent program management skills working on multiple campaigns across categories.

  • Comfortable with a dynamic environment when priorities and tactics change rapidly and you're able to adapt quickly.

  • You're an ABM expert with a track record of scaling account-based marketing in fast-growing organizations.

  • Experience in marketing automation and measurement, specifically in account-based marketing. Very familiar with tools like Eloqua, Marketo, Mintigo, Lattice Engines, 6Sense, and Sendoso

  • Telmarketing expertise is a plus

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Campaign Strategist, US Commercial Marketing

Hewlett-Packard Company