Job Location: Atlanta, GA
WHAT YOU’LL DO
The Account Based Engagement (ABE) Lead is a key analyst, and execution driver in BCG’s Marketing function and has responsibility for supporting the strategy and execution of customized digital marketing engagement with BCG’s most important accounts, working closely with the Global Director and Senior Marketing Manager and cross-functionally with BCG’s high priority account teams and Global Marketing, Practice Area Marketing, Regional Marketing, Marketing Tech, and Client Team leaders. Please note that ABE, as a term, is used interchangeably with account based marketing (ABM) – BCG believes ABE better describes the degree of cross-functional coordination necessary for this program to be a success. You will report into BCG’s Global Director of Marketing Tech Strategy & Initiatives, who leads the Account Based Engagement effort at BCG. This is an excellent opportunity for marketers with both strategic and executional capabilities to influence BCG’s performance at key accounts. You will…
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Support the implementation of the longer-term vision and strategy for how account-based engagement will drive value and scale within BCG, targeting high-priority accounts
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Help design ABE strategies (including potentially email, web, social media, events, paid media) to drive client engagement with content (e.g., thought leadership), awareness of BCG’s capabilities, discussions on priority topics with account teams, event participation, and business opportunities for BCG
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Analyze BCG’s clients and go-to-market approach to understand their needs and reasons they engage and buy consulting services from BCG – use these insights to design end-to-end customer journeys / campaigns
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Support account teams in delivering customized, engaging digital marketing programs and reporting on performance, findings, and recommendations for converting engagement to business discussions and opportunities
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Recommend and manage strategic initiatives to experiment with different marketing tactics to drive higher levels of engagement
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Help track and evaluate digital marketing performance, develop knowledge and expertise in various dashboard BCG uses to track performance, and make recommendations on performance improvement opportunities
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Build relationships and trust across team members and with all levels of the BCG organization to collaborate and strive towards the team’s goals and best outcomes
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Support ABE team to insure highly aligned strategies and execution between various marketing teams, client team, and BCG’s account teams (e.g. CCO’s, MDP’s, Partners, Principals, CDM’s, EA’s)
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Participate and contribute to meetings in a skilled manner that is inclusive and collaborative in style
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Help proactively manage changes in program scope, identifying potential issues and devising contingency plans. React to change with flexibility, efficiency, and good humor
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Provide to and accept feedback from all team members on a regular basis regarding the ABE program, process improvements, and other team issues
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Help document repeatable and scalable ABE processes and best practices for marketing, account, and client team members to leverage
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Support on new vendor evaluation and implementation as needed, including business requirements and partnering with BCG’s marketing technology and operations teams – able to work in key platforms as appropriate
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Take on a primary role in designing, monitoring, and reporting on ABE program KPIs and dashboards
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Work with the CRM team to clean up client contact data for accounts and pull distribution lists for email campaign
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Support accounts with analysis of ABE engagement, as well as broader engagement insights across email, web and events to help inform ABE strategies
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Support ABE meetings by capturing action items and tracking follow-up on commitment
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Help Global Director and Senior Marketing Manager prepare for monthly account meetings by pulling together relevant data, analyzing data for insights, and creating PPT materials to support discussions (over time may also play a lead role with certain account teams)
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Help pull and aggregate information on BCG’s latest publications monthly to support ABE engagement strategies, coordinate support to account teams in selecting content and work with the email and account teams to draft monthly emails and coordinate the email process
YOU’RE GOOD AT
You have the experience and skills to help drive and scale ABE at BCG in a way that is aligned with BCG’s business goals and unique go-to-market approach. You thrive by collaborating with teams across the organization, working in a lean and agile way to implement BCG’s ABE vision and strategy. You are…
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Some knowledge of digital marketing ideally (focus on B2B context)
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An organizationally aware and are competent in managing relationships, procedures and deadlines every step of the way
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An influencer who can build strong networks internally and externally, using your relationships to influence all levels of stakeholders without formal authority
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A analyst who can help drive insights from data, develop strategies based on insights, and execute tactics to drive performance results for account teams
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A collaborator to ensure the ability to work cohesively across functions to deliver ABE programs for key accounts
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A strong contributor who adds perspectives to meetings and workshops that add value
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A natural multitasker who can think on your feet. You seek ingenious solutions to complex challenges and are always eager to grow your skills
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A solid communicator who articulates concisely and clearly and builds strong relationships with BCG colleagues
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A problem solver and strategic thinker who uses your knowledge, experience, and data to drive impact and think creatively to solve complex issues
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A self-starter who can learn, understand, and apply new ideas and technologies and work both independently and as part of a team
YOU BRING (EXPERIENCE & QUALIFICATIONS)
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Bachelor’s degree, plus 2-3 years work experience
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Ideally, related work experience, preferably with business analytics and/or marketing/demand generation experience and/or relevant coursework
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Some experience or familiarity working with account-based marketing and key B2B demand generation platforms would be a bonus, e.g. CRM (Microsoft Dynamics, Salesforce), Marketing Automation (Marketo, Salesforce Marketing Cloud/Pardot), ABM (Demandbase, 6Sense), B2B data (ZoomInfo, Bombora, D&B), analytics/data presentation (Excel, Power Point, Tableau)
YOU’LL WORK WITH
You will be a a critical team member in BCG’s Marketing function, collaborating across Marketing, Marketing Tech, the PAs, and the Client Team, supporting BCG account teams and clients. Your days will be spent working with all levels of the BCG organization, including Managing Directors and Partners (and their account teams, support staff, and assistants), Marketing Directors, and peers. You also may work some with external vendors.
ADDITIONAL INFORMATION
Candidates should be aware that BCG currently maintains a policy requiring all US & Canada based employees to be fully vaccinated against COVID-19. Newly hired employees must be fully vaccinated prior to their employment start date. BCG is an equal opportunity employer and will provide a reasonable accommodation to those unable to be vaccinated for medical or religious reasons where it is not an undue hardship to the company to do so as provided under applicable federal, state, provincial and local law.
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