BSI · 9 hours ago
Lead Generation and ABM Specialist
United States
Full-time
Remote
Mid, Senior Level
$65K/yr - $77K/yr
6+ years expBSI is a business improvement and standards company seeking a Lead Generation & ABM Specialist to drive demand programs and Account-Based Marketing campaigns across the US and Canada. The role involves executing multi-channel marketing strategies and collaborating with sales to enhance engagement with priority accounts.
Business DevelopmentCollaborative ConsumptionRecruiting
Responsibilities
Build a NorAm plan aligned to MQL, SQL, and opportunity targets; define offers, channels, and audiences across the funnel
Launch campaigns across email, LinkedIn/paid social, paid search, webinars, events, content syndication, and nurtures
Design 1:1, 1:few, and 1:many ABM motions by vertical and persona; orchestrate plays that move accounts from awareness to revenue
Co-create target account lists and joint account plans with Sales Directors; enable teams with ABM playbooks and insight packs
Operationalize intent and ABM platforms (e.g., Bombora, Demandbase/6sense/RollWorks as adopted); translate signals into timely actions
Ensure segmentation, routing, lead-source/UTM hygiene, and dashboard visibility in partnership with digital operations
Create buyer journeys and tailor content by role, industry, and buying stage
Run structured A/B testing on offers, sequences, and channels; scale what works
Coordinate with field marketing, content, and ops to land campaigns on time and on brand via Workfront
Measure MQLs, SAL/SQL conversion, pipeline contribution, opportunities created
Assess account reach, influence, buying-group engagement, and win-rate/velocity improvements
Evaluate CPL/CAC, multi-touch attribution, influenced revenue
Ensure on-time launches, reduction in rework, data integrity (UTM coverage, accurate attribution)
Qualification
Required
Bachelor's degree in Marketing, Communications, Business, or related field
6+ years in B2B demand gen/digital/ABM with proven campaign impact
Experience building multi-channel programs (email, LinkedIn/paid social, paid media, web, webinars/events)
Background in matrixed/global environments; strong grasp of B2B buyer journeys
Familiarity with Salesforce, Pardot, Workfront, and ABM platforms
Segmentation & scoring chops and a knack for personalized, multi-threaded outreach
Martech fluency: Salesforce, Pardot (or Marketo), Workfront; experience with ABM/intent tools (e.g., Demandbase, 6sense, RollWorks, Bombora, Apollo)
Analytics mindset: Comfortable building dashboards and interpreting trends to drive optimization
Sales-savvy collaborator: Aligns marketing and sales around shared pipeline goals; excellent written and verbal communication
Operator's discipline: Detail-oriented, organized, and effective across multiple campaigns and deadlines
Growth mindset: Experimentation, agility, and continuous improvement
Preferred
French, Spanish and/or Portuguese a plus
Benefits
20-days annual leave
Bank holidays
Medical
Dental
Vision
Life insurance
401(K) with company contribution
Short-term and long-term disability
Maternal leave
Paid parental leave
Paid bereavement leave
Learning and development opportunities
A wide range of flexible benefits that you can tailor to suit your lifestyle
Company
BSI
BSI Group, also known in its home market as the British Standards Institution, is a multinational business services
1001-5000 employees
Funding
Current Stage
Late StageLeadership Team
B
Beverley Webb
Lead Programme Manager, Defence and Security
Egor Malychev
Sales Director DACH
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