Manager, B2B Audience Strategy (ABM & Digital Growth)

Location: Remote
Reports to: Chief Marketing Officer

Role Overview

Our retained client—a fast-growing, mission-driven education company—is seeking a Manager, B2B Audience Strategy to own enterprise demand generation and scalable partnership growth. This is a highly visible role responsible for building and operating a modern Account-Based Marketing (ABM) engine while scaling a high-impact Affiliate / Instructor Partner Program.

You will serve as the primary marketing partner to the CRO and Sales organization, driving a predictable, high-quality MQL and SQL pipeline while proving marketing’s direct contribution to revenue. This role is ideal for a digitally fluent B2B marketer who thrives at the intersection of ABM, demand generation, sales alignment, and performance analytics.

Success means building repeatable growth systems, influencing revenue outcomes, and scaling acquisition channels across enterprise B2B and B2C subscription motions.

What you’ll do-

1. ICP & Target Account Strategy Defined

• Clearly defined B2B ICPs and buyer personas

• Tiered target account lists (1:1, 1:few) validated with Sales

2. Marketing–Sales SLA Established

• Clear MQL definition, scoring model, and automated CRM handoff

• Full alignment with Sales on qualification and pipeline flow

3. B2B Sales Enablement Engine Live

• High-impact sales assets built and actively used (case studies, one-pagers, ROI tools)

4. Instructor Affiliate Program Launched & Scaling

• Program fully operational with onboarded partners

• Generating measurable B2C subscription revenue

5. Unified Pipeline & Performance Dashboard Built

• Reporting across MQLs, SQLs, marketing-sourced pipeline, and affiliate performance

Key Responsibilities

B2B Audience Strategy & ABM

• Own and evolve the B2B ICP and buyer personas (e.g., Director-level, Compliance, Practice Owners)

• Design and execute 1:1 and 1:few ABM programs for high-value enterprise accounts

• Partner with Lifecycle Marketing to build multi-touch nurture programs in HubSpot

Sales Alignment & Enablement

• Act as the primary marketing liaison to the CRO and Sales team

• Participate in pipeline reviews, forecasting, and GTM planning

• Own MQL definitions, scoring logic, and ongoing optimization with Sales feedback

Affiliate & Partner Marketing

• Lead the end-to-end strategy and execution of the Instructor Affiliate Program

• Recruit, onboard, activate, and manage affiliate partners

• Develop partner-specific campaigns, promotions, and enablement assets

Omnichannel Campaign Orchestration

• Serve as the strategic “quarterback” across Paid Media, Lifecycle, Social, and Web

• Create master campaign briefs defining audience, messaging, and channel mix

• Ensure cohesive experiences across B2B and affiliate-driven funnels

Performance, Analytics & Optimization

• Own reporting across the full B2B funnel (MQL → SQL → Pipeline → Revenue)

• Analyze affiliate performance including activation, conversion, and ROAS

• Deliver clear insights to leadership on marketing’s revenue impact

Qualifications

• 5–7+ years of B2B marketing experience with a focus on ABM, demand generation, or partner marketing

• Proven track record of building campaigns that generate measurable B2B pipeline and revenue

• Experience managing affiliate, partner, or influencer programs strongly preferred

• Deep understanding of long-cycle B2B sales funnels and sales enablement

• Hands-on experience with LinkedIn Ads, paid digital channels, and HubSpot

• Strong CRM experience (HubSpot CRM and/or Salesforce)

• Confident communicator with experience partnering directly with Sales and executive leadership

Core Competencies

• ABM & Revenue Strategy: Designs scalable, high-impact B2B programs

• Sales Acumen: Understands how Sales teams qualify, convert, and close

• Digital Fluency: Strong grasp of paid media, lifecycle, and funnel analytics

• Partnership Leadership: Builds trust with internal stakeholders and external partners

• Execution & Ownership: Drives programs from strategy through measurable outcomes

• Operational Rigor: Highly organized, metrics-driven, and detail-oriented

KPI Framework

• Marketing Qualified Leads (MQLs)

• MQL-to-SQL Conversion Rate

• Marketing-Sourced & Influenced Pipeline

• Affiliate Program Performance (Active Partners, Revenue, ROAS)

• B2B CAC vs. LTV by segment