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About the Role
Workato is seeking a strategic, execution-oriented Senior ABM & Demand Generation Manager to lead AI-driven integrated marketing campaigns that accelerate pipeline growth and strengthen market leadership. This role will own the strategy, execution, and optimization of full-funnel campaigns centered on AI solutions and messaging, translating AI product innovation and positioning into scalable, high-performing campaigns for technical and business audiences. This is a senior individual contributor role with high visibility and significant revenue impact.
Responsibilities
- Own ABM strategy end-to-end: account selection, tiering, and 1:1/1:few/1:many program design, execution, and platform management.
- Partner with Sales to align target account lists, engagement plays, and pipeline goals.
- Report on ABM-specific pipeline and account engagement.
- Be responsible for large expansion support in our Flagship accounts.
- Own end-to-end strategy and execution of multi-channel campaigns focused on AI solutions and use cases from New Logo to Expansion audiences.
- Develop full-funnel programs that drive awareness, education, engagement, and pipeline for AI-related offerings.
- Translate complex AI capabilities into compelling, outcome-driven campaign narratives.
- Orchestrate integrated campaigns across email, paid media, webinars/events, content syndication, ABM, social, and web.
- Partner with Marketing Ops to design scalable campaign architectures in marketing automation platforms.
- Implement sophisticated nurture tracks tailored to AI buyer personas.
- Own experimentation strategy including A/B testing, messaging refinement, and performance optimization.
- Collaborate closely with Product Marketing to bring AI positioning, competitive differentiation, and use-case storytelling into campaigns.
- Partner with Sales and SDR leadership to align campaigns to pipeline goals and ensure strong follow-up motions.
- Develop enablement materials that support AI campaign launches and field activation.
- Own pipeline generation from AI integrated campaigns.
- Build reporting frameworks and dashboards to measure AI campaign performance and ROI.
- Conduct post-campaign analysis and translate insights into strategic improvements.
- Leverage intent data, behavioral signals, and AI-driven insights to improve targeting and personalization.
- Stay current on AI market trends, buyer behavior shifts, and emerging AI use cases.
- Act as a thought partner to leadership on AI go-to-market strategy.
Requirements
- Proven experience owning ABM strategy end-to-end, from account selection through program execution, with hands-on use of ABM platforms (6sense, Demandbase, RollWorks, Folloze, or similar).
- 6–10+ years of B2B demand generation or integrated campaign experience.
- Proven experience marketing AI, ML, automation, data platforms, or advanced technology solutions.
- Demonstrated success driving pipeline growth through full-funnel integrated campaigns.
- Deep understanding of how to position complex AI offerings for both technical and executive audiences.
- Hands-on experience with marketing automation platforms (Marketo, HubSpot, Pardot, etc.) and CRM systems (Salesforce).
- Strong analytical expertise with experience tying campaign performance to revenue impact.
- Experience running account-based or targeted AI campaigns.
- Ability to operate strategically while executing at a detailed level.
- Excellent cross-functional leadership and stakeholder management skills.
Skills
- ABM platforms (6sense, Demandbase, RollWorks, Folloze, or similar)
- Marketing automation platforms (Marketo, HubSpot, Pardot, etc.)
- CRM systems (Salesforce)
- AI marketing
- AI-powered marketing/workflow tools (e.g., agentic campaign builders, prompt-driven research or execution) - Nice to have
Experience Level
- Senior
- 6-10+ years
Benefits
- Competitive compensation and benefits
About the Company
- Workato is the leading Control and Execution Platform for Enterprise AI — the neutral platform enterprises trust to put AI to work across their business.
- Workato unifies data, applications, and processes into a single platform so AI can reliably orchestrate business processes in production at enterprise scale.
- Built on more than a decade of running mission-critical processes for over half the Fortune 500 — including Nasdaq, Amazon, Cisco, Vodafone, Atlassian, and Lucid Motors — Workato turns over 14,000 enterprise systems AI needs to act on into one governed execution layer.
- Workato believes in fostering a flexible, trust-oriented culture that empowers everyone to take full ownership of their roles.
- We are driven by innovation and looking for team players who want to actively build our company.
- We believe in balancing productivity with self-care.
- We offer all of our employees a vibrant and dynamic work environment along with a multitude of benefits they can enjoy inside and outside of their work lives.
- Business Insider named us an “enterprise startup to bet your career on”.
- Forbes’ Cloud 100 recognized us as one of the top 100 private cloud companies in the world.
- Deloitte Tech Fast 500 ranked us as the 17th fastest growing tech company in the Bay Area, and 96th in North America.
- Quartz ranked us the #1 best company for remote workers.