Marketing Automation & ABM Strategist

Appian is looking for a Marketing Automation Strategist to oversee and implement all aspects of our automated marketing campaigns for the organization, including strategy, content editing, implementation, monitoring, optimization, lead follow-up, analysis and reporting. 

This person will play a vital role in managing campaigns around ABM, email, customer acquisition, and nurture initiatives for Appian. The ideal candidate has a proven track record of high-performing, results-driven marketing campaigns and is proficient with Marketing Automation Platforms (MAP) and SalesForce.

Appian HQ is at Reston Town Center now, but will be moving to Tysons Corner in mid/late 2019. 


Responsibilities:

  • Drive and manage a range of automated marketing campaigns based on various criteria.
  • Review existing marketing campaigns across the business and automate where appropriate.
  • Provide ABM program strategy and management
  • Create scalable processes that ensure best practices in campaign setup, conversion, lead generation, nurturing and database management.
  • Work with product marketing managers to implement strategic campaigns, provide valuable feedback on message, creative and performance.
  • Manage audiences to optimize engagement through segmentation, size, frequency and other recommendations based in industry best practices.
  • Deliver a steady stream of qualified leads for the organization.
  • Develop and produce metrics and campaign ROI, performance and dashboards for management reporting.
  • Execute A/B testing on automated marketing campaigns to maximize results.
  • Perform Marketing Automation Platform (MAP) Administration tasks (e.g adding and removing users, etc.)
  • Analyze marketing and sales data to develop insights and identify areas for optimization.
  • Collaborate with other team members to ensure automated campaigns achieve company goals.
  • Develop and maintain monthly automations campaign calendar,

Desired Skills & Experience:

  • 3-5 years of business technology marketing experience, preferably for a B2B technology company.
  • Excellent email marketing and campaign experience is essential.
  • Previous experience managing lead generation programs in marketing automation systems, such as Marketo, Pardot and Hubspot.
  • Excellent written and verbal communications skills, ability to write creative & targeted content that resonate with the B2B buyer.
  • Strong analytical mindset and an ability to analyze campaigns.
  • Experience with enterprise-level platforms (Salesforce.com or similar), reporting and tracking tools to assess campaign effectiveness and strategy.
  • Excellent understanding of the underlying dynamics of MAP, CMS and CRM.
  • Experience managing projects of varying complexity; time management and project management.
  • Working knowledge of HTML for email coding.
  • Ability to work effectively with internal cross-functional teams; global leadership/influence.
  • Strong understanding of email legal compliance and best practices
  • BA/BS degree required.

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