Account Based Marketing Specialist

We are seeking an Account Based Marketing Specialist to develop and implement strategic marketing programs for key accounts and industries. As an Account Based Marketing Specialist, you will work closely with sales, segment marketing, category management, and external partners to create integrated, personalized marketing campaigns that deepen customer relationships, uncover new business opportunities, and drive measurable contributions to pipeline and revenue.

Key Responsibilities:

• Develop and execute account-based marketing strategies for defined strategic target accounts and industries.
• Collaborate with sales and account teams to select, prioritize, and manage accounts, and define joint goals, plays, and success metrics.
• Conduct thorough account, market, and stakeholder analyses to identify business potential, challenges, buying centers, and decision-making structures.
• Design and orchestrate personalized marketing campaigns and account journeys for different maturity levels, target groups, and sales phases.
• Develop and manage content and communication plans for relevant buyer personas, influencers, decision-makers, and executive stakeholders.
• Plan and execute integrated multi-channel campaigns across digital, social media, email, events, telemarketing, and executive engagement.
• Utilize intent data, CRM, marketing automation, and analytics platforms to segment, activate, and optimize campaign performance.
• Define, measure, and analyze relevant KPIs, including account engagement, pipeline contribution, opportunity development, lead quality, and marketing ROI.
• Manage collaboration with segment marketing, sales, category management, agencies, and other internal and external partners.
• Conceptualize and accompany executive briefings, customer workshops, roundtables, and strategic customer events.
• Continuously develop ABM processes, governance, tools, and best practices, and actively share knowledge within the marketing and sales teams.

Education & Experience:

• Completed studies in marketing, business administration, communication, or a related field; alternatively, equivalent professional qualifications.
• 5-7 years of relevant experience in B2B marketing, ideally several years in account-based marketing, demand generation, or strategic customer marketing.
• Proven experience in the IT, software, cloud, workplace, or technology industry is beneficial.
• Demonstrated success in strategically planning, implementing, and optimizing data-driven, integrated marketing campaigns.
• Several years of experience collaborating with sales teams, senior stakeholders, and complex enterprise customers, as well as a good understanding of long B2B sales cycles.
• Very good user skills in modern CRM, marketing automation, and analytics platforms, such as Salesforce, Dynamics 365, Marketo, Eloqua, or HubSpot.

Knowledge & Skills:

• Excellent understanding of account-based marketing, demand generation, buying center logic, and customer journey management.
• Strong competence in data-driven marketing, performance analysis, reporting, and deriving actionable recommendations.
• Ability to translate market, competitive, customer, and intent data into clear account strategies, relevant value propositions, and effective marketing programs.
• Very good project management and organizational skills, as well as experience in managing multiple complex initiatives and stakeholders in parallel.
• Confident appearance and excellent communication, moderation, and presentation skills, also in front of senior management and customer decision-makers.
• High level of self-initiative, strategic and analytical thinking, decisiveness, and consistent results and business orientation.
• Broad experience with digital marketing channels, as well as event, content, and executive marketing.
• Fluent German and English language skills in writing and speaking.
• Pronounced team and consulting competence, as well as the ability to work effectively in international, cross-functional, and matrix-organized teams.

What we offer:

• Employee-oriented corporate culture - our 'HP Way': we value mutual trust, regular feedback, and respect in our international teams.
• A balanced work-life balance, thanks to flexible working hours and home office regulations.
• 'Open Door Policy' - fast decisions through flat structures.
• Continuous further training opportunities, e.g., as part of mentoring programs, e-learning platforms.
• Diverse employee impact networks like Next Generation Network and Women Network, which organize interesting trainings and after-work events.