Sr. B2B Product Marketing Manager

Company Overview:

Our success lies at the powerful intersection of people and technology. Bringing innovative training and education solutions to more than 2 million customers a year, Certus enables lifelong learners at every level — from trusted industry brands, such as Amazon, Siemens, Geico and Chick-fil-A, to individual learners seeking to enter, sustain or advance their careers. Our people come with a get-it-done spirit and a desire to impact a rapidly growing industry. Certus is committed to continuously evolving to ensure a culture where employees can be themselves, do their best work, and thrive, both professionally and personally. We choose to be a remote workforce so we can hire top talent regardless of location — all while empowering employees to work from wherever they choose. Innovative, brave, kind and diverse are defining traits of our team. Our talent is positioned in numerous roles, with opportunity for internal mobility, such as software engineers, instructional designers, creative writers, consultative sales professionals, innovative marketers and more.

Position Overview:

The Sr. B2B Product Marketing Manager is responsible for turning industry intelligence, buyer insights, and product positioning into focused, high-impact targeting and engagement across Certus’s priority accounts and industries. This role sits at the intersection of Product, Marketing, and Sales. While core industry research and buyer persona development live within the Product organization, this position partners closely with Product and Sales to uncover actionable insights and activate them through account-based and inbound marketing programs that drive pipeline, net new logos, and long-term customer value.

This is a high-ownership individual contributor role with broad influence across go-to-market teams. Success in this role is measured by improved targeting, higher-quality opportunities, and measurable revenue outcomes rather than activity volume.

Key Responsibilities:

Industry, Product & Sales Alignment

• 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.

Targeting & Account Strategy

• 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.

Content, Web & Messaging Activation

• 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.

Performance Measurement & Optimization:

• 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.

KPIs & Success Metrics:

Prospect → Lead Conversion

• Improved conversion rates across industry- and account-specific experiences.

• Increased engagement and capture from high-fit accounts and personas.

Qualified Lead & Opportunity Quality

• 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.

New Logo Creation

• Contribution to net new logo acquisition through inbound-sourced and ABM-influenced pipeline.

• Increased opportunity creation within priority industries and target accounts.

Retention & Long-Term Value Support

• 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.

Qualifications

• 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.

Please note that starting base pay is $135,000 - $145,000 with up to a 5% annual performance bonus.      

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EEO Statement: Certus provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state, or local laws.