Top Account Field Marketer

3 weeks ago

Mumbai Maharashtra, India IBM Full time

Introduction

At IBM, work is more than a job - it's a calling: To build. To design. To code. To consult. To think along with clients and sell. To make markets. To invent. To collaborate. Not just to do something better, but to attempt things you've never thought possible. Are you ready to lead in this new era of technology and solve some of the world's most challenging problems? If so, lets talk.

Your Role and Responsibilities

As an account-based marketer for ISA business, you will be the mini CMO for cluster accounts out of the larger 26 accounts that the business has identified as top accounts spread across BFSI, Manufacturing, Telco and Government.

In this role, the Top Account Field Marketing Professional is Client focused, finding the best audience segment to target, the roles within that segment and enough about their characteristics to empathetically connect with a unique value proposition told through an engaging and compelling story that matters to them, with a human and culturally relevant voice.

This role is responsible for building a high-level value proposition and messaging that will resonate with the target audience and prioritizing market segments that best support the unit's strategy and objectives.

They prioritize offerings and solutions based on an in-depth understanding of the target audience, building a strategy to reach them most efficiently, in keeping with how the audience prefers to buy, maximizing the customer experience and IBM revenue.

The Top Account Field Marketing Professional collaborates with other teams and Disciplines to deliver a client-focused experience. With Demand Strategists and Events specialists, to identify the media (Events, Social, Influencers etc.) to reach our audience and design the best way to engage them with the most relevant and compelling story, through quality content across an end-to-end journey. Together they devise the strategy to progress responses into leads and wins, as efficiently as possible, across all channels and through each route, building recovery plans using new or proven tactics to improve pipeline and conversion.

Their other responsibilities also include;
- Working with BU Field Marketing and business teams to define the go-to-market and progression strategy.
- Work with content owners in the Business Units and Industries to adapt WW content or create derivative assets relevant to the local audience. The validated translated content or identify resources to do so and provide input to Sales Enablement for sellers to support the buyer's journey.
- The Account-Based Field Marketer delivers on the description outlined as a Field Marketing Professional with the additional focus of delivering specific marketing strategies to key accounts.
- They additionally focus on enhanced relationship, reputation and OI strategies within the accounts, working to understand and anticipate client behaviour as clients address and solve their business issues, challenges and needs.
- Account Based Marketing professionals contribute to the increased relevance of the IBM Brand, our solutions and our exceptional leadership in talent via a focus on target accounts or clusters. They are responsible for building highly customised marketing programs using industry knowledge, deep dive research, accredited ITSMA learning and integration with business account plans.
- Overall success will be measured in program usage and contribution to top account marketing’s impact relative to generating new contacts, driving repeat engagement and improving revenue yield across your accounts.

Required Technical and Professional Expertise
- Digital and social marketing experience
- 5+ years marketing experience in B2B technology arena
- Strategic business planning acumen
- Analytics and insight-based decision making
- Narrative development and communications

Preferred Technical and Professional Expertise
- Sales management and go-to-market understanding
- Strong presentation and executive level communication
- Multi-disciplinary collaboration, agile work approach

About Business UnitIBM Corporate Headquarters (CHQ) team represents a variety of functions such as marketing, finance, legal, operations, HR, and more, all working together to solve some of the world's most complex problems, help our clients achieve success and build collaborative work environments for IBMers.

Being an IBMer means you’ll be able to learn and develop yourself and your career, you’ll be encouraged to be courageous and experiment everyday, all whilst having continuous trust and support in an environment where everyone can thrive whatever their personal or professional background.

Our IBMers are growth minded, always staying curious, open to feedback and learning new information and skills to constantly transform themselves and our company. They are trusted to provide on-going feedback to help other IBMers grow, as well as collaborate with colleagues keeping in mind a team focused approach to i

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