Develop and drive marketing strategy for the EMEA market.
Analyze market to determine and prioritize key marketing strategies for optimal pipeline development in the region.
Collaborate with sales, partner and growth marketing teams to develop and execute marketing plans that ensure pipeline coverage, acceleration and alignment across territories.
Play an instrumental role in developing and informing global marketing strategy to ensure maximum success in the EMEA market.
Build on initial footprint in region to drive expansion opportunities of high value customers through highly targeted efforts and events in partnership with the ABM team
Design and execute marketing programs that drive demand.
Manage and deliver regional marketing programs that meet regional pipeline, awareness and customer upsell objectives that cover all segments (from midmarket to Fortune 100). This will include management of third-party events, Apptio-owned physical and virtual events, proactive prospecting programs and the delivery of global campaigns in region.
Drive regular communication with growth marketing to ensure delivery and effectiveness of key assets and deliverables.
Ensure that we have the foundational data infrastructure to drive successful execution of regional marketing programs. Liaise with marketing operations and analytics as appropriate.
Ensure regular communication to Americas sales and account management teams regarding all new and planned marketing activities and assets.
Drive active marketing participation and support in territory planning sessions with all field sales reps.
Team with sales development in pursuit of pipeline generation activities to enable programmatic proactive prospecting practices and programs.
Collaborate with Partner sales and partner marketing teams to deliver a diverse portfolio of marketing programs across the sales cycle across the regions, with a focus pipeline generation and market maturation.
Work with marketing operations to analyze sales and marketing performance data, build dashboards, and track key metrics. Communicate progress to leadership, including overall weekly pipeline reporting and bi-directional meetings with sales.
Required Technical and Professional Expertise
10+ years’ experience in field marketing or equivalent role in B2B enterprise software marketing
Experience of a similar role from within a complex technology environment is essential.
Proven success in leading teams and executing programs that drive demand, acceleration and return across a broad range of channels, including events, campaigns, digital, direct mail, outbound and inbound prospecting.
Demonstrated ability to build highly effective working relationships with sales and marketing, supporting the delivery of GTM and partner strategies.
Excellent written communication skills and an ability to create marketing content as required.
Previous experience developing partner relationships and partner marketing programs.
Creativity and a drive to be innovative in taking Apptio’s message to market in a manner that supports the brand.
Willingness to travel as required ~20%
Bachelor’s Degree with a Marketing or Business focus preferred.
Knowledge
Ability to clearly articulate a market-specific value proposition and tailor it to fit a variety of program requirements
Understanding of B2B sales cycle and ability to identify opportunities to maximize demand creation, pipeline contribution and sales opportunity acceleration
Understanding of a demand creation performance management system
Ability to market to a range of B2B buyers using a wide variety of offers (white papers, case studies, webinars etc.) and delivery mechanisms (email, call downs, direct mail)
Skills
Current on best practices for B2B marketing
Experience with sales and marketing automation, such as Marketo and Salesforce.com
Effective communication skills in English including the ability to:
Convey information to a wide variety of internal and external audiences
Drive regional strategy in partnership with Sales leadership; influence and trusted advisor status
Collaborate cross-functionally with stakeholders across the business and in alignment with the overall broader marketing and sales teams
Behaviors
Results–oriented with a drive to exceed goals and objectives
Flexibility and “can-do” attitude for both strategic and routine tasks
Communication and influence – must be energetic and passionate
Ability to manage through multiple projects simultaneously with tight deadlines
Has excellent attention to detail
Self-starter, demonstrates initiative and a desire to grow skills and career