Vice President of Demand and Account-Based Marketing

Actian is seeking a results-driven Vice President of Demand and Account-Based Marketing to lead our efforts in customer acquisition and pipeline growth. This role will focus on leveraging a mix of traditional demand generation and account-based marketing (ABM) strategies to engage high-value accounts and accelerate sales cycles.

As the leader of this function, you will oversee digital paid media programs, ABM initiatives, campaign delivery, and marketing operations. You will work cross-functionally with sales, marketing, and revenue operations to ensure alignment and execution of programs.

This is a high-impact role requiring a proven track record in driving change, optimizing demand generation, and scaling and automating ABM strategies in B2B enterprise software—preferably in metadata management, data cataloging, or data intelligence solutions.

Key Responsibilities:

• Demand Generation & Pipeline Growth
• Develop and execute multi-channel demand generation programs that drive awareness, engagement, and conversion across target accounts.
• Own paid digital media strategy and agency management to optimize pipeline growth and customer acquisition.
• Align with sales leadership to develop data-driven demand strategies that prioritize high-value accounts and industries.
• Account-Based Marketing (ABM) Strategy & Execution
• Lead the development and execution of ABM programs, leveraging Demandbase to engage and convert target accounts.
• Build a scalable ABM framework to support sales teams in high-touch, high-value account engagement.
• Partner with sales and field marketing to create personalized experiences and campaigns tailored to specific account segments.
• Marketing Operations, Analytics & Martech
• Oversee marketing operations, including reporting and analytics to optimize demand generation and ABM efforts.
• Drive marketing automation and outbound strategies via Marketo, ensuring lead nurture and conversion optimization.
• Own the martech stack, identifying and implementing best-in-class technologies to enhance efficiency and performance.
• Sales & Cross-Functional Alignment
• Partner closely with sales, marketing, and revenue operations to ensure alignment on pipeline goals, lead quality, and conversion metrics.
• Develop SLA agreements with sales to ensure seamless handoff and follow-up on marketing-sourced leads and marketing qualified accounts.
• Enable sales with insights, account intelligence, and personalized outreach strategies to maximize impact.
• Leadership & Change Management
• Drive organizational change and adoption of demand and ABM best practices across marketing and sales teams.
• Lead a team of demand generation, ABM, and marketing operations professionals, ensuring executional excellence and continuous innovation.
• Foster a test-and-learn culture, leveraging data-driven insights to refine campaigns and optimize performance.

Qualifications & Requirements:

• 10+ years of experience in B2B demand generation, account-based marketing, and marketing operations, preferably within the metadata management, data cataloging, or data intelligence space.
• Deep expertise in ABM technologies such as Demandbase, 6sense, Terminus, or similar platforms.
• Strong background in digital paid media, marketing automation (Marketo preferred), and martech strategy.
• Proven success in driving pipeline and revenue growth through integrated demand and ABM programs.
• Experience aligning closely with sales teams and implementing processes that drive collaboration and efficiency.
• Strong analytical mindset with experience in marketing analytics, reporting, and performance optimization.
• Ability to drive change and lead cross-functional teams in a fast-paced, high-growth environment.
• Excellent leadership, communication, and strategic thinking skills.