Senior Specialist, Demand Generation B2B

SHRM is a member-driven catalyst for creating better workplaces where people and businesses thrive together. As the trusted authority on all things work, SHRM is the foremost expert, researcher, advocate, and thought leader on issues and innovations impacting today’s evolving workplaces.  With nearly 340,000 members in 180 countries, SHRM touches the lives of more than 362 million workers and their families globally.

Summary

At SHRM, we are committed to driving growth and engagement across all audience segments. As a Senior Specialist, Demand Generation B2B, you will collaborate with cross-functional teams, including marketing, sales, and revenue operations, to develop and execute highly targeted, data-driven B2B campaigns. This role is responsible for leveraging marketing automation, data analytics, and advanced Account-Based Marketing (ABM) strategies to drive brand awareness, generate high-quality leads, and accelerate pipeline progression. You will also focus on optimizing campaign performance through A/B testing, segmentation, and multi-channel outreach, ensuring alignment between marketing initiatives and sales goals to maximize ROI and business growth. Strong analytical and project management skills are key to identifying opportunities for continuous improvement and ensuring the successful execution of strategies.

Responsibilities

• Lead ABM strategies with a focus on hyper-personalized campaigns across multiple channels (email, LinkedIn, direct mail, video, etc.) for high-value accounts.
• Leverage intent data and predictive analytics to target and prioritize prospects with the highest potential for conversion using platforms like 6sense and Bombora.
• Implement AI-powered personalization tools to deliver tailored, real-time content and recommendations, improving audience engagement at various stages of the buyer's journey.
• Utilize advanced marketing automation and orchestration platforms (HubSpot, Marketo) to streamline nurturing processes and multi-touch attribution, ensuring optimal campaign performance.
• Track, analyze, and report on ABM campaign performance using key metrics like lead quality, pipeline growth, and account engagement to refine strategies and demonstrate ROI.
• Collaborate with the sales team and other cross-functional teams to ensure alignment in messaging, targeting, and pipeline goals, fostering full-funnel alignment to improve retention and upsell opportunities.
• Work closely with the revenue operations team to ensure accurate attribution models and clean data flow between platforms, enabling better decision-making and forecasting.
• Drive customer journey mapping and ensure ABM strategies are aligned with each stage, creating seamless experiences that address unique pain points and objectives of high-value accounts.
• Develop interactive and dynamic content, such as assessments and personalized videos, to drive engagement and capture valuable data.
• Stay up to date with AI-driven tools, trends in ABM, and advances in conversational marketing to continuously optimize demand generation efforts.
• Conduct market research and competitive analysis to identify industry trends and benchmark ABM strategies against competitors, adjust campaigns to maintain a competitive edge.
  
  

Education & Experience Requirements

Education:

• Bachelor’s degree in marketing, business, or a related field.
  
  

Experience:

• 5 years of experience in demand generation or ABM.
  
  

Knowledge, Skills & Abilities

• Expertise in AI-powered personalization, marketing automation, and CRM tools like HubSpot, Marketo, and Salesforce.
• Familiarity with intent data platforms like 6sense and Bombora.
• Strong understanding of predictive lead scoring, data privacy regulations (GDPR, CCPA), and AI-driven outreach.
• Experience managing interactive content formats and creating content hubs for nurturing prospects.
  
  

Physical Requirements

This position operates in a typical office environment and requires the ability to perform essential job functions with or without reasonable accommodation. Physical requirements may include:

• Prolonged periods of sitting at a desk and working on a computer.
• Frequent use of hands and fingers for typing, handling documents, and using office equipment.
• Occasional standing, walking, bending, and reaching.
• Ability to lift and carry up to 30 pounds as needed.
• Clear verbal and written communication skills for effective interaction with colleagues and stakeholders.
  
  

WORK ENVIRONMENT

Hybrid Position (3 Days In-Office, 2 Days Remote):

• This position follows a hybrid work schedule, requiring in-office presence [three days per week] and remote work [two days per week]. Core work hours will be designated by the department. The office environment includes a standard workstation setup with collaborative spaces, while remote work requires a reliable high-speed internet connection and a suitable home workspace. Employees must maintain availability during standard business hours and adhere to company policies for both in-office and remote work.
• Travel: 0 – 10%
  
  

The hiring range for this position is $83,000 to $98,000 per year. This range is an estimate, and the actual salary may vary based on the candidate's experience, skills, and qualifications. SHRM offers a competitive and comprehensive total rewards package. The benefits for this position include professional growth and development, health, dental, vision, well-being, health savings, flexible spending, retirement, open leave, and annual discretionary bonus and incentives.

Our employment practices are in accordance with the laws that prohibit discrimination against qualified individuals on the basis of race, religion, color, gender, age, national origin, physical or mental disability, genetic information, veteran’s status, marital status, gender identity and expression, sexual orientation, or any other status protected by applicable law.

SHRM is an equal opportunity employer (Minority/Female/Disabled/Veteran).

We do not sponsor applicants for work visas.

Apply Now