Product Marketing Manager, Solution and Segment Enablement

Product Marketing Manager, Solution and Segment Enablement

Blackbaud's Global Marketing Center of Excellence (COE) is responsible for the end-to-end Go to Market (GTM) strategy and execution for our portfolio of solutions, which are grouped by product competencies and market segments. Within the Marketing COE, our Product Marketing team is responsible for six critical GTM functions that are delivered with programmatic consistency and underpinned by a culture of innovation and excellence.

• GTM Strategy: Analyze target market and opportunity; document market drivers to inform offer strategy; consult pillar leaders as they build, price and package offers to align with buyer preference within margin targets; evangelize product fit per market
• Positioning & Packaging: Distill market themes and product capabilities into master messaging to communicate benefits across geographies and verticals; develop marketing assets to enhance our position at all stages of the funnel
• Product & Offer Launch: Drive sales velocity and power customer success through education on product launches, offer value, buyer personas, market trends, and competitive differentiation; host biannual Product Update Briefings
• Sales Enablement: Document key sales plays by selling segment; enable frontlines (vertical sales, success and renewals) on how to cultivate/sell opportunities within the designated segment; work with sales leadership, product management leadership, and the Marketing COE to represent solutions to influencers and partners
• Customer Evidence: In partnership with product management and success, document critical outcomes delivered by product; drive creation of customer evidence collateral to influence purchase, adoption, usage, and retention as relevant across the customer lifecycle
• Competitive Insights: Understand and communicate competitive differentiation at the product, solution, and company level; document opportunities to win against top competitors; arm sales and renewals teams to combat competitive threats

Product Marketing Manager, Solution and Segment Enablement at Blackbaud, your mission is to ensure customer-facing team members, including sales, success, and renewals are knowledgeable and effective representatives of our GTM strategy, the market segment/vertical portfolio, and the personas that choose them and use them. This individual will collaborate closely with multiple Product Marketing teams, Demand Generation teams, Corporate Marketing, and Customer Success to build assets and execute communication strategies that ensure market growth and customer retention.

Responsibilities:

• Create and roll out segment/vertical collateral, such as website content, videos, and Segment/vertical solution sheets, and critical solution related sales assets such as ROI calculators and qualification guides
• Create content (solution selling guides, qualification questions, segment briefs for SalesLoft cadences, Consensus demo scripts) to train frontlines on segment/vertical value drivers across multiple products informed by product changes/enhancements/new product releases.
• Cultivate multi-product customer advocates across the verticals and Segments to feed into reference/champions program
• Capture and publish multi-product customer evidence describing the outcomes we drive via case studies, blog posts, events, etc. for segments and verticals.
• Maintain relationships with sales teams, serving as critical liaison between sales and marketing
• Provide ad hoc support (within prioritization framework guidance) on sales collateral needs such as pitch decks and Consensus demos.
• Stay current on the needs of the target segments and our customer base by conducting win analysis calls and engaging with customers at events, in communities, etc.
• Contribute to the New Unit workstream regular updates, curating marketing content into actionable opportunities for AEs

Experience and Skills:

• At least 5 yrs. of experience in product or vertical marketing
• Demonstrable deep understanding of segment/vertical buyers including operational challenges, content consumption behaviors, information requirements, competition, industry influencers and decision makers.
• Strong cross functional collaboration to drive GTM strategies
• Top notch communication skills; able to rapidly develop pitch decks, blog posts, sales talking points
• Proven experience in developing and executing marketing plans within and across distributed teams
• Self-starter, creative thinker, problem solver
• Project management skills and understanding how to manage the priorities of multiple stakeholders in a complex environment and focus on the delivery of marketing tactics that drive sales results

Additional Qualifications:

• Expertise in the fundamentals of selling and the training and artifacts required to support sellers
• Rich understanding of the customer lifecycle and how each aspect of marketing supports those who engage with and support our customers in purchase, renewal, adoption, and usage.
• Experience with salesforce.com, Marketo, SalesLoft
• Proficiency with MS Word, PowerPoint, and Excel
• Strong affinity for sales team success, prior sales experience a plus
• Experience working for or volunteering with a nonprofit back office

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Blackbaud is a remote-first company which embraces a flexible remote work culture. Blackbaud supports hiring and career development for all roles from the location you are in today!

Blackbaud is proud to be an equal opportunity employer and is committed to maintaining a diverse and inclusive work environment. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity or expression, sexual orientation, national origin, physical or mental disability, age, or veteran status or any other basis protected by federal, state, or local law.

To all recruitment agencies: We do not accept unsolicited agency resumes and are not responsible for any fees related to unsolicited resumes.

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The starting base pay is $101,900.00 to $132,800.00. Blackbaud may pay more or less based on employee qualifications, market value, Company finances, and other operational considerations.

Benefits Include:

• Medical, dental, and vision insurance

• Remote-first workforce

• 401(k) program with employer match

• Flexible paid time off

• Generous Parental Leave

• Volunteer for vacation

• Opportunities to connect to build community and belonging

• Pet insurance, legal and identity protection

• Tuition reimbursement program

Employment Type: ["FULL_TIME"]