Marketing Specialist - Demand Generation

Position Overview: 

As a Marketing Specialist, Demand Generation at Accordant, you will drive revenue growth by developing and executing multi-channel marketing campaigns that generate awareness, engagement, and pipeline for our ERP, financial management, and custom software solutions. 

In this role, you will manage campaigns from strategy through execution and reporting, partnering closely with sales, consulting, and subject matter experts to deliver targeted messaging and measurable results. A key focus will be supporting Accordant's micro-vertical marketing strategy across industries such as construction, real estate, manufacturing, distribution, healthcare, nonprofit, and professional services, while also contributing to account-based marketing initiatives for strategic accounts. 

This position is ideal for a marketer who enjoys combining strategic planning with hands-on execution, using data-driven insights to optimize campaign performance and drive business growth. 

Responsibilities: 

• Own and execute full-funnel demand generation campaigns that drive awareness, lead generation, opportunity creation, and revenue growth 

• Manage campaigns end-to-end, including planning, messaging, audience segmentation, content development, execution, optimization, and reporting 

• Develop targeted marketing programs for specific industries, regional markets, and micro-vertical audiences to support growth initiatives 

• Support account-based marketing efforts by creating personalized campaigns for strategic accounts and high-value prospects 

• Create campaign content across multiple channels, including email, landing pages, blogs, webinars, social media, video, and digital advertising 

• Build and manage nurture/drip email programs that guide prospects through the buyer journey and increase engagement with Accordant's solutions and services 

• Leverage AI tools and emerging technologies to improve campaign planning, audience targeting, content creation, and workflow efficiency 

• Monitor campaign performance and analyze key metrics including engagement, conversion rates, pipeline contribution, opportunity generation, and revenue impact 

• Execute A/B testing initiatives across messaging, creative, calls-to-action, and campaign tactics to continuously improve results 

• Partner closely with SDRs and Account Executives to align campaign strategy, improve lead quality, and support effective follow-up processes 

• Maintain audience quality and segmentation accuracy while supporting initiatives that improve database growth and marketing reach 

• Write industry-focused and product-focused content that supports campaign objectives, SEO initiatives, and thought leadership efforts 

• Collaborate with internal subject matter experts, consultants, software developers, and vendor partners to create relevant and compelling content 

• Stay current on ERP, financial management, AI, and industry trends to identify new opportunities for growth and campaign innovation 
  

What Success Looks Like 

• Consistent contribution to marketing-sourced pipeline and revenue targets 

• Successful execution of multi-channel campaigns that generate measurable business results 

• Growth in targeted industry segments through effective vertical and account-based marketing programs 

• Improved campaign performance through testing, optimization, and data-driven decision making 

• Strong alignment and collaboration with sales teams to support lead conversion and opportunity creation 

• Development of compelling content and messaging that differentiates Accordant in competitive markets 

• Effective use of marketing technology, AI tools, and automation to improve efficiency and campaign outcomes
  

Qualifications: 

• Bachelor's degree in Marketing, Communications, Business, or a related field 

• 2-5 years of experience in B2B marketing, demand generation, email marketing, and/or campaign management roles 

• Experience marketing ERP, financial management, or other enterprise SaaS software solutions  

• Experience building and executing end-to-end marketing campaigns across the buyer journey, including top-of-funnel awareness, mid-funnel engagement, and bottom-funnel conversion programs 

• Experience creating and optimizing email marketing campaigns, including copywriting, email design and layout, CTA development, audience segmentation, nurture and drip programs, A/B testing, and performance analysis using metrics such as open rates, click-through rates, conversions, and pipeline generation 

• Strong written communication skills with the ability to create compelling messaging across multiple formats and channels 

• Experience working cross-functionally with sales, operations, product, or consulting teams 

• Strong analytical skills with the ability to interpret campaign data and make performance-driven recommendations 

• Strong project management and organizational skills with the ability to manage multiple initiatives simultaneously 

• Self-motivated, adaptable, and comfortable operating in a fast-paced environment with evolving priorities 

• Experience with marketing automation platforms such as HubSpot, Salesforce Account Engagement, Act-On, Mailchimp, or similar tools 

• Experience using AI tools such as Claude, Gemini, ChatGPT, or related platforms to improve marketing effectiveness and productivity 

Preferred Qualifications 

• Experience supporting industries such as construction, real estate, manufacturing, distribution, healthcare, nonprofit, or professional services 

• Experience creating content for webinars, events, thought leadership programs, and digital campaigns 

• Experience with SEO tools and analytics platforms such as Google Analytics, Google Search Console, Semrush, or Ahrefs 

• Working knowledge of Adobe Creative Suite, Canva, or similar design tools 
  

Always Choose Exceptional | Lead with Integrity | Embody Respect and Care Deeply | Embrace Change and Innovation  

Note: Candidates must be authorized to work in the US or Canada; we cannot provide sponsorship at this time.