about 1 month ago
Global Marketing Specialist, Media and Technology (124993)
: UK & Ireland-United Kingdom
: Americas-United States
Salary : Competitive
: Oct 20, 2019, 11:59:00 PM
Global Marketing Specialist – Media & Technology
Location: London or USA
Our purpose is to use the power of communications to make a better world. For each other, for our customers, for society and our communities. We need you to help us do this.
Why this role matters
BT Global is focused on growing our portfolio in the largest 800 multinational customers in the world. Media and Technology sector is one of the most critical sectors in Technology, Life Sciences & Business Services vertical, with customers present across the globe. This role is focused on working closely with sales and product teams to win contract renewals, upsell and cross sell to accounts. Working on RFPs with sales and re-energising this client base is the focus of this role. At BT we use Account-based Marketing (ABM) that treats individual or cluster accounts with an end to end marketing approach, optimising the customer journey at all the touchpoints, helping in contract tenders and renewals and developing client advocates. The objective is to grow share of wallet in this sector, work on client retention and profile the modern BT Global Technology, Life Sciences and Business Services brand.
What you'll be doing
For a defined set of accounts from our top 800 global customers, you will be responsible for the global marketing strategy, planning and execution in line with the account approach agreed with sales.
You will adopt a combination of a programmatic ABM approach for many Accounts and a selected strategic ABM approach for a small number of high priority accounts
You will broaden and deepen our customer relationships and generate demand for business (pipeline, iCV, Revenues) in the defined set of target accounts to increase our share of wallet and engage prospects in this sector.
Develop deep knowledge of the Media & Technology sector, understanding their key challenges and opportunities, the trends, the regulatory landscape and the key influencers in the sector.
Perform competitor analysis for the sector, understanding differentiators and how BT can and does compete against them
Work closely with the Head of Sales for Media & Technology and their team to understand sales targets for the year, focus accounts, upcoming RFPs and account strategy
Attend weekly sales meetings, contributing marketing advice and giving your marketing updates
Working closely with the rest of the TLSBS marketing team and the wider Global Marketing team, you will optimise the use of marketing tools for lead generation and retention campaigns, including leveraging BT Global core stories and digital themes, client case studies, search engine marketing, content marketing, paid social, email marketing, mobile marketing, video marketing, events, BT customer experience centres, PR, affiliate marketing, analyst and consultant relations
You will provide weekly updates to the Head of Customer Marketing - TLSBS and provide a metrics dashboard demonstrating progress against agreed KPIs and objectives
You will ensure BT Global product propositions, messaging, brand strategy and tools are embedded and used in ABM programmes.
Continuously share best practices in ABM with the TLSBS team and feedback customer insights, wins/losses and sales goals
Demonstrate excellent stakeholder management skills with the sales teams and senior management.
Be the Media & Technology expert in the marketing team and the marketing expert in the Media & Technology team.
Ensure the Media & Technology team is kept abreast of relevant Global marketing, communications, events, PR and analyst and consultant relations activities.
Assess whether to do marketing activities in terms of ROI, such as whether the spend on an event will generate a sufficient number of leads or give exposure to the C-Suite at target accounts.
You will grow and refresh the C-Suite contacts in Salesforce for this sector, identifying the makeup of the decision-making unit in customer accounts.
Different campaigns and messaging will be run for different C-Suite members e.g. CIO campaigns, CEO campaigns, CMO campaigns etc, using the customers language and your understanding of their needs to better engage and re-energise them
In addition to strategic accounts where the ABM programme is key, you will also be responsible for defining and delivering sub vertical level marketing programmes, tactical marketing initiatives and the support and drive of central marketing programmes.
We'll also need to see these on your CV
At least two years experience as an Account Based Marketer
Strong marketing planning & analytical skills
Strong understanding of the Media & Technology sector.
Ability to carry out marketing competitor analysis for this sector
Proven experience facilitating workshops, briefing in campaigns, hosting webinars and demonstrating basic marketing skills
Demonstrate the confidence to communicate and enable an ecosystem of influencers, stakeholders and sales teams around a strategic program.
Commercial understanding of the overall business strategy and goals and how ABM aligns
A positive and solution-orientated attitude to win through opposition and the resilience to get results
Innovative and creative thinking in marketing to re-engage this sector and support a new narrative for the Global division of BT
Working knowledge of salesforce.com and Eloqua
Understanding of pipeline, iCV and revenue relationships. Ability to effectively manage budgets and track/tag opportunities in Salesforce.
Good understanding of our portfolio, propositions and 5 core stories.
Ability to collaborate across all lines of business and get results in a global matrix environment.
Good understanding of our portfolio, propositions, digital themes and core stories.
Strong communications and stakeholder management skills.
Proactive, can do attitude.
Able to work in a matrix global environment
Strong powerpoint skills and ability to produce slide decks suitable for Exec level presentations is helpful
Why choose us?
We value different perspectives, skills and experiences. We’re creating an inclusive working culture where people from all backgrounds can succeed. That’s why we welcome applications from all parts of the community.