Lead Generation & ABM Specialist
BSI
Lead Generation & ABM Specialist
BSI
Global standards and business improvement partner
We exist to create positive change for people and the planet. Join us and make a difference too!
Job Title: Lead Generation & ABM Specialist
Location: Mexico remote
BSI’s Assurance division is hiring a Lead Generation & ABM Specialist to own the strategy, planning, and execution of demand programs and Account-Based Marketing (ABM) campaigns across the US and Canada. In this role, you’ll turn data and intent signals into high-impact, multi-channel programs that grow pipeline and deepen engagement with priority accounts across Training, System Certification, Internal Supplier Audits (ISA), and Digital Trust. Partnering tightly with Sales Directors and the Global Digital Hub, you’ll ensure every program is precise, measurable, and revenue-aligned.
What you will own:
Regional demand strategy: Build a NorAm plan aligned to MQL, SQL, and opportunity targets; define offers, channels, and audiences across the funnel.
Multi-channel execution: Launch campaigns across email, LinkedIn/paid social, paid search, webinars, events, content syndication, and nurtures.
ABM leadership: Design 1:1, 1:few, and 1:many ABM motions by vertical and persona; orchestrate plays that move accounts from awareness to revenue.
Sales partnership: Co-create target account lists and joint account plans with Sales Directors; enable teams with ABM playbooks and insight packs.
Tech + intent: Operationalize intent and ABM platforms (e.g., Bombora, Demandbase/6sense/RollWorks as adopted); translate signals into timely actions.
Attribution discipline: Ensure segmentation, routing, lead-source/UTM hygiene, and dashboard visibility in partnership with digital operations.
How you will execute:
Messaging & personalization: create buyer journeys and tailor content by role, industry, and buying stage.
Test & learn: Run structured A/B testing on offers, sequences, and channels; scale what works.
Field alignment: Coordinate with field marketing, content, and ops to land campaigns on time and on brand via Workfront.
How you will measure success:
Volume & quality: MQLs, SAL/SQL conversion, pipeline contribution, opportunities created.
ABM engagement: Account reach, influence, buying-group engagement, and win-rate/velocity improvements.
Channel ROI: CPL/CAC, multi-touch attribution, influenced revenue.
Operational excellence: On-time launches, reduction in rework, data integrity (UTM coverage, accurate attribution).
What you will bring:
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.
Qualifications:
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.
Language & travel:
Languages: Strong command of English (verbal and written) required Spanish and Portuguese.
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About Us
BSI is a business improvement and standards company and for over a century BSI has been recognized for having a positive impact on organizations and society, building trust and enhancing lives.
Today BSI partners with more than 77,500 clients in 195 countries and engages with a 15,000 strong global community of experts, industry and consumer groups, organizations and governments.
Utilizing its extensive expertise in key industry sectors - including automotive, aerospace, built environment, food and retail, and healthcare - BSI delivers on its purpose by helping its clients fulfil theirs.
Living by our core values of Client-Centricity, Agility, and Collaboration, BSI provides organizations with the confidence to grow by partnering with them to tackle society’s critical issues – from climate change to building trust in digital transformation and everything in between - to accelerate progress towards a better society and a sustainable world.
BSI is an Equal Opportunity Employer dedicated to fostering a diverse and inclusive workplace.
BSI is a global standards and business-improvement partner that helps organizations grow by addressing society’s critical issues, from climate change to trustworthy AI. It works by developing and applying standards, certifications, training, assessment, and assurance services that enable clients to manage risk, improve governance, and demonstrate compliance. Its products operate through a worldwide network of experts, industry groups, and governments, delivering audits, certifications, and advisory guidance to help clients meet specified requirements and improve performance. What sets BSI apart is its scale and breadth: a 100-year history, a global community of 15,000 experts and 77,500+ clients across many sectors, and a collaborative approach with regulators, industry bodies, and stakeholders to implement standards in real-world operations. The company’s goal is to help clients fulfil theirs by creating trust and accelerating progress toward a fair society and a sustainable world.
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