Sr. B2B Product Marketing Manager

Certus is a company that provides innovative training and education solutions to over 2 million customers annually. The Sr. B2B Product Marketing Manager is responsible for leveraging industry intelligence and buyer insights to drive targeted marketing strategies across priority accounts, collaborating closely with Product and Sales teams to enhance engagement and revenue outcomes.

Responsibilities:

• Partner with Product to understand and operationalize industry intelligence, buyer personas, and product positioning
• Collaborate with Sales and BDRs to validate insights through real-world account engagement and feedback
• Act as the marketing connector between Product insight and Sales execution
• Define and maintain targeting strategies across priority industries, segments, and accounts
• Partner with Sales to identify, tier, and prioritize target accounts aligned to Certus’s ICP
• Identify audience engagement opportunities that combine inbound, outbound support, and account-based motions leveraging SEM, email, social, tradeshows, partnerships, and print publication
• Translate industry insights into targeted campaigns, value propositions, and engagement programs
• Orchestrate 1:many, 1:few, and 1:1 account-based initiatives in partnership with Sales and Business Development
• Work with content writers and web designers to activate industry and product positioning through pages, campaigns, and sales enablement assets
• Ensure inbound capture, outbound support, and account-based efforts work as a cohesive revenue motion
• Influence prioritization of content and web initiatives based on revenue impact
• Define and monitor success metrics tied to pipeline creation, opportunity quality, and revenue outcomes
• Analyze performance by industry, segment, and account tier to refine targeting and engagement strategies
• Provide clear insights and recommendations to marketing, product, and revenue leadership
• Improved conversion rates across industry- and account-specific experiences
• Increased engagement and capture from high-fit accounts and personas
• Higher MQL to Sales Accepted Lead (SAL) conversion rates
• Improved opportunity quality as reflected in Sales and BDR feedback
• Reduced friction or misalignment in early-stage pipeline
• Contribution to net new logo acquisition through inbound-sourced and ABM-influenced pipeline
• Increased opportunity creation within priority industries and target accounts
• Alignment between acquisition messaging and delivered value, supporting retention and expansion
• Support of customer-facing teams with insights and messaging that reinforce long-term customer outcomes

Requirements:

• 7+ years of experience in multi-channel B2B marketing, ABM, and hands-on-marketing execution
• Experience partnering closely with Product and Sales in complex buying environments
• Strong understanding of account-based and inbound marketing motions
• Proven ability to influence without authority and operate across functions
• Analytical mindset with the ability to connect targeting and messaging to pipeline and revenue outcomes
• Excellent communication and stakeholder management skills