Account Based Marketing Manager

At Instructure, we believe in the power of people to grow and succeed throughout their lives. Our goal is to amplify that power by creating intuitive products that simplify learning and personal development, facilitate meaningful relationships, and inspire people to go further in their education and careers.
We do this by giving smart, creative, passionate people opportunities to create awesome. And that's where you come in:

Job Description
We’re seeking a Manager, Account-Based Marketing (ABM) to lead strategic, creative, and data-driven campaigns targeting our most important customer and prospect accounts in the BizGov sector. You’ll collaborate across teams and leverage technology to deliver personalized, impactful experiences that drive engagement and pipeline growth.

What You’ll Do:

• Lead and Execute ABM Strategy:

• Design and manage 1:1, 1:few, and 1:many ABM programs, delivering personalized, relevant experiences through integrated email, paid media, direct mail, and content.

• Collaborate with sector marketing, sales, and customer success to prioritize target accounts, define buying groups, and tailor messaging for business and government learners.

• Use Demandbase to orchestrate and measure multi-channel account journeys, complementing campaigns in Marketo and Outreach.

• Partner with content and creative teams to develop resonant assets aligned to buyer journeys and informed by predictive scoring and intent data.

• Manage budgets and timelines while continuously experimenting with ABM tactics and tools.

• Lead and analyze research projects to surface insights, inform strategies, and refine targeting and segmentation.

• Drive Collaboration and Alignment:

• Work hand-in-hand with sales, customer success, SDRs, and marketing operations to ensure marketing activity supports objectives such as competitive conquesting, pipeline generation, and revenue outcomes.

• Use Salesforce, Marketo, and Outreach for campaign alignment, tracking, and seamless lead/account handoffs.

• Collaborate with marketing operations to design dashboards in Tableau and/or Demandbase for ABM performance, predictive trends, and account engagement insights.

• Use Asana to create scalable project organization and visibility systems.

• Measure, Learn, and Optimize:

• Continuously refine targeting strategies for business alignment.

• Define and track KPIs for engagement, pipeline influence, and revenue contribution from ABM programs.

• Collaborate with Revenue Ops on KPIs connecting ABM influence to pipeline velocity, opportunity conversion, and customer expansion.

• Use data insights to enhance segmentation, messaging, and tactics — driving continuous improvement.

• Share best practices and learnings to elevate ABM strategy across the organization.

What You’ll Bring (Qualifications):

• 5–7 years of B2B marketing experience, with 2+ years managing ABM programs in a SaaS or software environment (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 strong data interpretation and communication abilities

• Excellent communication and collaboration skills, ability to build trust across teams

• Curiosity, creativity, and a test-and-learn approach

• Bachelor’s degree in Marketing, Business, or related field, or equivalent experience

Get in on all the awesome at Instructure!

We offer competitive, meaningful benefits in every country where we operate. While they vary by location, here's a general idea of what you can expect:

• Competitive compensation, plus all full-time employees participate in our ownership program - because everyone should have a stake in our success.

• Flexible work culture. Our remote, hybrid and in-office collaboration spaces vary by role, team and location.

• Generous time off, including local holidays and our annual “Dim the Lights” period in late December, when teams are encouraged to step back and recharge based on departmental needs.

• Comprehensive wellness programs and mental health support

• Annual learning and development stipends to support your growth

• The technology and tools you need to do your best work

• Motivosity employee recognition program

• A culture rooted in inclusivity, support, and meaningful connection

We believe in hiring great people and treating them right. The more diverse we are, the better our ideas and outcomes.

Instructure is an Equal Opportunity Employer. We comply with applicable employment and anti-discrimination laws in every country where we operate.

All employees must pass a background check as part of the hiring process. To help protect our teams and systems, we’ve implemented identity verification measures. Candidates may be asked to verify their legal name, current physical location, and provide a valid contact number and residential address, in accordance with local data privacy laws.

Any attempt to misrepresent personal or professional information will result in disqualification.