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Full-Time

Account Based Marketing Manager

Posted on 9/30/2024

OpenTable

OpenTable

1,001-5,000 employees

Online restaurant reservation and management platform

Consumer Goods
Food & Agriculture

Compensation Overview

$105k - $110kAnnually

+ Annual Cash Bonus + Health Benefits + Flexible Spending Account + Retirement Benefits + Life Insurance + Paid Time Off + Parental Leave

Senior, Expert

Vancouver, BC, Canada

Category
Growth Marketing
Growth & Marketing
Required Skills
Sales
Management
Hubspot
Salesforce
Marketing
Requirements
  • Minimum of 6 years of experience in account-based marketing or a similar role.
  • Bachelor's degree (or equivalent experience) in Marketing, Business, or a related field; MBA is a plus.
  • Proven experience working closely with sales teams to align marketing strategies and drive revenue growth.
  • Strong understanding of ABM principles, tactics, and standard methodologies.
  • Excellent analytical skills with the ability to interpret data and provide actionable insights.
  • Experience with marketing automation tools (e.g., Marketo, HubSpot), CRM systems (e.g., Salesforce), and ABM platforms (e.g., Rollworks, Demandbase, Terminus, 6Sense, Clearbit).
  • Exceptional communication and interpersonal skills, with the ability to collaborate effectively across teams.
  • Strong project management skills with the ability to manage multiple initiatives simultaneously.
  • Experience in content development and campaign management for B2B audiences.
Responsibilities
  • Develop and Implement ABM Strategies: Create and implement ABM strategies that align with company goals, focusing on driving engagement and conversions within target accounts.
  • Collaboration with Sales Teams: Work closely with sales teams to develop and manage account lists, account-specific marketing plans, ensuring alignment on goals, messaging, and tactics. Maintain a constant feedback loop to refine strategies based on real-time insights and performance data.
  • Campaign Management: Design, implement, and optimize multi-channel ABM campaigns across digital, email, social media, events, and other channels to engage target accounts effectively.
  • Data-Driven Insights: Analyze campaign performance and account engagement data to provide actionable insights to both marketing and sales teams. Use these insights to adjust strategies and tactics to improve return on investment and effectiveness.
  • Content Development: Collaborate with content creators to develop personalized content and messaging that resonates with specific accounts and personas within those accounts.
  • Sales Cadence: Plan, manage and support sales cadence across all ABM programs in collaboration with sales; including tailored email sequence, content and collateral to support ABM.
  • Measurement and Reporting: Define key performance indicators for ABM programs and provide regular reporting on campaign performance, engagement levels, and contribution to pipeline and revenue.
  • Lead Nurturing: Develop and implement lead nurturing strategies that move target accounts through the marketing and sales funnel, working closely with sales to ensure seamless handoff and follow-up.
  • Market and Competitor Analysis: Conduct regular analysis of market trends, competitor activities, and customer behavior to refine ABM strategies and maintain a competitive edge.
  • Technology and Tools: Use marketing automation platforms, CRM systems, and ABM tools to manage and measure campaigns, ensuring effective targeting and tracking of metrics.

OpenTable connects diners with a variety of restaurants through its online reservation service. Users can browse restaurants, read reviews, view menus, and make reservations easily on the platform. Diners can access this service for free, while restaurants pay a subscription fee to be listed and may incur additional charges based on reservations made through OpenTable. This model allows OpenTable to generate revenue from both subscription fees and per-reservation charges. Unlike many competitors, OpenTable not only facilitates reservations but also provides restaurants with tools to manage bookings and optimize seating. The goal of OpenTable is to enhance the dining experience for users while helping restaurants grow their business.

Company Stage

M&A

Total Funding

$50.9M

Headquarters

San Francisco, California

Founded

1998

Growth & Insights
Headcount

6 month growth

1%

1 year growth

4%

2 year growth

7%
Simplify Jobs

Simplify's Take

What believers are saying

  • The partnership with Visa can drive significant new customer traffic to restaurants, benefiting both diners and restaurant owners.
  • The 'Icons' feature can attract high-end diners looking for premium dining experiences, potentially increasing reservation volumes.
  • OpenTable's continuous innovation, such as tools to avoid long lines, demonstrates its commitment to improving user experience and staying ahead of market trends.

What critics are saying

  • The competitive landscape in online restaurant reservations is intense, with new entrants and existing players constantly innovating.
  • Reliance on partnerships, like the one with Visa, may pose risks if these collaborations do not yield expected results.

What makes OpenTable unique

  • OpenTable's integration with Visa offers exclusive dining experiences for cardholders, setting it apart from other reservation platforms.
  • The launch of 'Icons' provides a curated, city-specific list of top restaurants, enhancing user experience and discovery.
  • Being part of Booking Holdings gives OpenTable a robust infrastructure and extensive market reach, unlike many standalone competitors.