Marketing Manager

About the role

The Marketing Manager builds and runs the target account program for software vendors. This hands-on role sits between marketing and business development, focusing on selecting vendors, developing commercial cases, and designing personalized campaigns that convert priority accounts into qualified meetings and activated programs. Research is valued only when it leads to clear commercial action, and performance is measured on meetings, opportunities, and revenue rather than campaign volume.

Responsibilities

• Target account strategy and selection
  • Own the account-based marketing strategy for vendors most likely to invest in our offerings.
  • Prioritize accounts based on revenue potential, category fit, demand generation maturity, and likelihood of conversion.
  • Maintain an account scoring model covering category fit, commercial potential, vendor maturity, competitive activity, relationship strength, product fit, and timing signals (e.g., new funding, product launches, hiring, or category expansion).
  • Classify accounts into strategic, growth, and programmatic tiers, tailoring personalization and investment levels to account value.
  • Review the account list continuously, removing or downgrading accounts with weak fit or limited commercial potential.
• Account research and intelligence
  • Research each priority vendor, including products, software categories, target market, competitors, paid search presence, marketplace visibility, current campaigns, and demand generation priorities.
  • Map buying committees across demand generation, performance marketing, account-based marketing, product marketing, growth, partnerships, and senior marketing leadership.
  • Develop a clear commercial hypothesis for every strategic account: why the vendor should work with Software Finder, the right product entry point, and evidence required to win.
  • Maintain a standard account research and brief format to ensure consistency and reusability.
• Positioning and campaign design
  • Ensure messaging aligns with vendor category, market position, acquisition strategy, and likely business challenges or outcomes.
  • Design one-to-one, one-to-few, and one-to-many campaigns for priority vendors and categories.
  • Group similar vendors into repeatable category plays across verticals such as HR and payroll, medical, ERP, construction, CMMS, and legal technology.
  • Build a competitive entry strategy for vendors already investing in similar products.
• Campaign execution
  • Coordinate personalized email, LinkedIn, content, paid advertising, webinars, direct outreach, executive engagement, and event-based campaigns.
  • Create or commission account-specific content, including account briefs, landing pages, presentations, category opportunity reports, benchmarking, ROI scenarios, and outreach messages.
  • Identify accounts where CEO, founder, or senior leadership involvement improves access or credibility, and prepare executives with the right context and messaging.
  • Run opportunity acceleration campaigns for priority accounts in the pipeline, addressing objections, engaging additional stakeholders, or restarting stalled conversations.
• Business development enablement
  • Provide business development with actionable account briefs covering stakeholder maps, engagement history, recommended product, talking points, likely objections, suggested responses, next best action, and estimated commercial potential.
  • Orchestrate marketing and business development touches to ensure target accounts receive a coherent message.
  • Run regular target account reviews with business development to align on account ownership, outreach coordination, and follow-up.
• Event-based account marketing
  • Own the target account motion for selected events (Product Marketing retains overall event ownership).
  • Identify priority accounts and decision-makers expected to attend, research speakers, sponsors, and exhibitors, and rank accounts by meeting priority.
  • Run personalized pre-event outreach, coordinate business development and leadership involvement, and secure meetings before travel.
  • Prepare briefs for attendees, track onsite engagement and next steps, and coordinate account-specific post-event campaigns.
• Measurement, market feedback, and budget
  • Track visits, content interaction, email engagement, event activity, meetings, and other buying signals at the account level.
  • Maintain reporting on target account coverage, engagement, meeting and pipeline performance, account progression to revenue, and play performance by category, product, message, channel, and event.
  • Capture and circulate account-level market feedback, including objections, competitive intelligence, product requests, and reasons for engagement or decline.
  • Determine which account segments, messages, products, channels, and personalization levels produce the best commercial results.
  • Recommend and manage account-based marketing spend against engagement, qualified meetings, opportunities, activations, and realized revenue.

Requirements

• 5 to 7 years in B2B marketing, including at least two years in account-based marketing, demand generation, or field marketing.
• A track record of target account programs that produced qualified meetings and pipeline, not just engagement metrics.
• Strong research ability to quickly form a commercial view from a company’s website, ad presence, and market position.
• Commercial judgment to prioritize effort, including determining which accounts justify deep personalization.
• Confident writing skills for personalized outreach, account briefs, and commercial narratives in clear English.
• Comfort working closely with sales and being measured on pipeline.
• Hands-on experience with CRM and marketing automation (ideally HubSpot) and LinkedIn campaign tools.
• Bachelor’s degree in marketing, business, or a related field.

Preferred Qualifications

• Experience marketing to software or SaaS vendors.
• Familiarity with software marketplaces and review platforms.
• Experience running event-led account campaigns.
• Exposure to intent data and account engagement scoring.

About Software Finder

Software Finder is a leading B2B SaaS marketplace that helps businesses discover, compare, and select the right software solutions. Our platform connects companies with tailored software options based on their unique needs, supported by verified reviews and expert insights. With a growing portfolio of software categories and a global user base, we are committed to simplifying the software selection process and empowering businesses to make informed decisions. Our team is driven by a shared mission to innovate, collaborate, and deliver value to our users.