Senior Account Based Marketing Manager, The Economist
EIU
2-5 days a week in office
International weekly newspaper
Be an early applicant
International weekly newspaper
1001+ employees
Be an early applicant
2-5 days a week in office
1001+ employees
Company mission
To take part in a severe contest between intelligence, which presses forward, and an unworthy, timid ignorance obstructing our progress.
Role
Who you are
- Extensive ABM Experience: At least 5 years of experience in Account-Based Marketing, preferably in a B2B environment, with a proven track record of developing and executing successful ABM campaigns
- Collaborative Account Selection: Experience working with Sales Leadership to support the selection and prioritisation of target accounts for ABM initiatives
- Multi-Channel Marketing Campaigns: Demonstrated expertise in managing multi-channel marketing campaigns tailored to key accounts, including digital, direct, and personalised marketing tactics
- Industry-Specific Knowledge: Familiarity with the specific sectors and industries relevant to Economist Intelligence’s offerings, and experience tailoring ABM strategies to these segments
- Analytics and Reporting: Solid background in using advanced analytics tools to measure campaign effectiveness and ROI, with experience in presenting findings to stakeholders
- Strategic Marketing Skills: Advanced skills in crafting and implementing comprehensive ABM strategies that align with both marketing and sales objectives
- Analytical and Data-Driven Approach: Proficient in using analytics to drive marketing decisions, with a keen ability to interpret data and turn insights into action
- Stakeholder Engagement: Exceptional skills in building and maintaining relationships with key stakeholders, both internal (sales teams, leadership) and external (clients, partners)
- Communication and Collaboration: Excellent communication and interpersonal skills, necessary for aligning various teams and ensuring cohesive campaign execution
- Adaptability and Innovation: Ability to adapt to evolving market trends and incorporate innovative approaches in ABM strategies
What the job involves
- The Senior Account Based Marketing (Senior ABM) Manager is responsible for driving ABM strategies across the Economist Intelligence key accounts, encompassing product offerings the Economist Intelligence Unit, Corporate Networks and ClearState
- This role involves executing tailored marketing strategies that resonate with specific high-value accounts
- The primary goal is to develop and implement strategic ABM initiatives, focusing on quality engagement with select high-value clients
- The ABM Manager will support the identification and prioritisation of target accounts, create account-specific campaign strategies, ensure alignment with sales teams, analyse account engagement, and build long-term relationships
- Collaboration in Account Selection:
- Partner with Sales Leadership to support the selection of target accounts for ABM strategies
- Contribute insights and marketing perspectives in the account selection process to ensure a cohesive strategy
- Tailored Campaign Strategy Development:
- Develop and execute detailed, customised marketing campaigns for each selected key account, focusing on their unique needs and business challenges
- Utilise a multi-channel approach, integrating digital, direct, and personalised marketing tactics
- Sales and Marketing Alignment:
- Work closely with sales teams to align marketing efforts with sales goals, ensuring a unified approach to target accounts
- Facilitate regular strategy sessions with sales, customer success and marketing teams to ensure consistent messaging and objectives
- Advanced Engagement Analytics:
- Employ sophisticated tools to track and analyse engagement metrics for each target account, assessing the impact of marketing campaigns
- Use analytics insights to refine and optimise ongoing and future campaigns for maximum effectiveness
- Building and Strengthening Client Relationships:
- Cultivate strong relationships with key stakeholders in target accounts, understanding their business needs and pain points
- Deliver consistent value through personalised content and solutions, establishing the Economist Group’s B2B group of brands as a trusted partner
- Continuous Market and Account Insight Gathering:
- Stay abreast of industry trends, market changes, and specific developments within target accounts
- Regularly gather and integrate insights into marketing strategies to ensure relevance and effectiveness
- Feedback Loop and Performance Reporting:
- Establish a feedback loop with sales, customer success and target accounts to gather insights on campaign effectiveness
- Report on campaign performance, engagement levels, and ROI to stakeholders, using data to showcase success and inform future strategies
- Cross-Functional Collaboration for Campaign Execution:
- Coordinate with different functional teams, including content, creative, digital, and events, to ensure cohesive execution of ABM campaigns
- Ensure that all campaign elements are on-brand and aligned with the overall B2B marketing strategy of the Economist Group
Salary benchmarks
Our take
Founded in 1843, the Economist is one of the best-known and well-read current affairs publications in the world, able to boast an ever-growing international circulation of around 1.5m readers. With sections ranging from US business news to the best new books & art, The Economist is a key figure within the huge journalism market.
Given its big market share, the key question for The Economist will be where it goes from here. Likely, the plan will be to carry on with business as usual. Critically, unlike many of its competitors, during the coronavirus pandemic The Economist has seen little decline in business, even as sales of paper-newspapers have declined globally. In particular, this is because the Economist has been operating a hybrid system of online and paper news for many years now, and so its core business has had relatively little to adapt to during the pandemic.
So, the key thing for The Economist will be ensuring that it keeps producing high-quality journalism into the future. In an age where the news is constantly plagued by distrust and misinformation, The Economist has a golden opportunity to set itself apart as a quality institution going forward.
Kirsty
Company Specialist
Insights
Company
Company benefits
- Team +/ individual performance bonuses
- Extended life assurance
- Training and development programmes
- Funding available for further education
- Work from home opportunities
- Health insurance
Company values
- Independence
- Integrity
- Excellence
- Inclusivity
- Openness
Company HQ
London, UK
Articles
Leadership
Lara Salameh Boro
(CEO (Not Founder))Lara has prevoiusly been CEO at Top Right Group and Informa. They are also a Non Executive Director at RWS HOLDINGS PLC.
People progressing
Joined as Digital Marketing Specialist in 2016, promoted three times since to Head of Owned Audience.
Diversity & Inclusion at The Economist
- Commitment to equal opportunities and inclusion
- Applications from all backgrounds encouraged
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