Account Based Marketing

Role-Account Based Marketing

Experience: 3 to 5 years

Location: TTK Road, Chennai

Role Summary

We are looking for an ABM Specialist to own the full cycle from account identification to qualified handoff. This role uses website visitor intelligence data to identify high-intent accounts, then directly executes outbound engagement, cold calling, emailing, and LinkedIn InMails, to these accounts. Once an account expresses a clear, specific requirement, this role hands off to Sales for closing. This hybrid marketing and outbound execution role works exclusively against intent-identified accounts.

Key Responsibilities

Account Intelligence & Tiering

• Access and interpret account-level intent signals from our website visitor identification platform, in coordination with the SEO team, focusing on commercial intent from product and solution page visits
• Build and maintain account tiering models based on page-visit behavior, visit frequency, and firmographic fit, separately for the Fintech/InsurTech line and the eLearning line
• Establish and maintain a shared account-status tracker with other stakeholders to prevent duplicate or conflicting actions on the same identified accounts

Outbound Account Engagement

• Execute direct outreach to identified, tiered accounts through cold calling, email sequences, and LinkedIn InMails
• Personalize outreach based on the specific product/solution page(s) visited and account context (industry, company size, likely buying role)
• Maintain consistent, structured follow-up cadences per account tier

Lead Qualification & Requirement Confirmation

• Engage contacts to uncover and confirm a clear, specific requirement (named product interest, defined use case, budget or timeline indication.)
• Define and continuously refine what qualifies as a clear requirement per business line, in agreement with Sales leadership, to keep the handoff bar consistent
• Maintain accurate CRM records of all outreach activity, responses, and qualification status per account

Handoff to Sales

• Once a clear requirement is confirmed, hand off to Sales with full context: account profile, engagement history, outreach touchpoints, and the specific requirement captured
• Maintain a structured handoff log and agree on format/timing with Sales leadership

Reporting

• Track and report on outbound activity metrics (calls made, emails sent, InMail response rates) and conversion from outreach to confirmed requirement, by business line
• Report on requirement-to-handoff and handoff-to-opportunity outcomes.

Required Experience

• 3 to 5 years in B2B demand generation or ABM role with direct outbound execution experience (cold calling, email sequencing, LinkedIn InMails), along with strategy or campaign planning background.
• Proven experience with B2B enterprise sales cycles (6 to 18 months), ideally in Fintech, InsurTech, HR Tech, or L&D
• Strong track record of qualifying leads through direct conversation.
• CRM fluency for managing outreach cadences and qualification tracking
• Comfortable with high-volume outbound activity (calls and emails) balanced with account-specific personalization, not a generic script-based approach

Skill Set

• Strong verbal and written communication, comfortable on cold and warm calls daily
• Judgment to identify genuine buying signals versus surface-level politeness
• Discipline in follow-up cadence and CRM hygiene, incomplete records will break the handoff quality
• Ability to work within a defined account list (not build their own prospecting list), since the account universe is fed by intent signals, not personal sourcing
• Hands-on experience with website visitor identification or intent data platforms is a plus.