Manager, Account-Based Marketing

• Lead and Execute ABM Strategy: Design and manage 1:1, 1:few, and 1:many ABM programs that reach the right institutions and organizations with personalized, relevant experiences, including integrated email, paid media, direct mail, and personalized content experiences
• Collaborate with sector marketing, sales, and customer success to identify and prioritize target accounts, define buying groups, and tailor messaging to the unique needs of [K–12, Higher Ed, business and government learning] audiences
• Use Demandbase to orchestrate and measure multi-channel account journeys, including advertising, website personalization, and content engagement, to complement campaigns executed in Marketo and Outreach
• Partner with content and creative teams to develop assets that resonate with educators, administrators, and technology leaders and align assets with stage-based buyer journeys informed by predictive scoring and intent data
• Manage budgets, timelines, and results while continuously experimenting with new tactics and tools
• Lead and analyze research projects (internal or vendor-led) to surface insights that fuel smarter ABM strategies and inform ongoing targeting and segmentation refinement
• Drive Collaboration and Alignment: Work hand-in-hand with sales, customer success, SDRs, and marketing operations to connect strategy with execution, ensuring marketing activity contributes directly to business objectives including competitive conquesting, pipeline generation, and revenue outcomes
• Use Salesforce, Marketo, and Outreach to ensure campaign alignment, accurate tracking, and smooth lead/account handoffs
• Engage with the marketing operations team to collaboratively design dashboards in Tableau and/or Demandbase that visualize ABM performance, predictive trends, and account engagement insights
• Create scalable systems for project organization and visibility using Asana
• Measure, Learn, and Optimize: Continuously refine targeting strategies to ensure relevance and alignment with business goals
• Define and track key performance indicators for engagement, pipeline influence, and revenue contribution from ABM programs
• Collaborate with Revenue Ops to define KPIs that connect ABM influence to pipeline velocity, opportunity conversion, and customer expansion
• Apply data insights to refine segmentation, messaging, and tactics for continuous improvement
• Share best practices and learnings to help elevate ABM strategy across sectors and teams

• 5–7 years of B2B marketing experience
• 2+ years managing ABM programs in a SaaS or software company (edtech experience strongly preferred)
• Proven ability to build and execute ABM programs that drive measurable pipeline and customer expansion
• Hands-on expertise with Demandbase, Marketo, Salesforce, Outreach, and Tableau
• Analytical mindset with the ability to interpret data and communicate insights clearly
• Excellent communication and collaboration skills—comfortable building trust with sales, customer success, marketing ops, and key stakeholders
• Curiosity, creativity, and a test-and-learn approach that aligns with Instructure’s culture of innovation
• Bachelor’s degree in Marketing, Business, or related field (or equivalent experience)

edtech experience