Marketing Specialist

Role Overview

The ABM Specialist will own account-based marketing function — designing and

executing highly targeted campaigns aimed at specific high-value accounts across the SME,

GCC, and IT/tech segments. With at least 2 years of B2B marketing experience, this role sits at

the intersection of marketing strategy and sales enablement, working closely with the sales team

to identify target accounts, craft personalised outreach, and build the pipeline velocity needed to

accelerate new business growth in Group Health Insurance.

Key Responsibilities :

Target Account Strategy

● Collaborate with the sales team to define and maintain a prioritised target account list

(TAL) across SME, GCC, and IT/tech segments

● Research target accounts to develop rich account intelligence — company size,

employee headcount, HR decision-makers, existing benefits setup, and growth signals

● Segment accounts by tier and design tailored engagement strategies for each cohort

based on intent signals and buying readiness

● Continuously refine the TAL based on sales feedback, win/loss patterns, and evolving

market priorities

Campaign Design & Execution

● Develop and execute personalised, multi-channel ABM campaigns (email, LinkedIn,

content, events) targeting key decision-makers — CHROs, HR Managers, and Finance

leads — at priority accounts

● Create account-specific messaging and content that speaks directly to the pain points,

priorities, and context of each target segment

● Coordinate with the sales team to ensure outbound sequences and marketing

touchpoints are sequenced and aligned for maximum impact

● Run and optimise LinkedIn outreach, paid campaigns, and retargeting strategies to

engage target accounts at scale

Sales Enablement & Alignment

● Build and maintain a library of sales enablement assets — pitch decks, one-pagers, case

studies, email sequences, and objection-handling guides — tailored to the GHI buyer

journey

● Conduct regular pipeline reviews with the sales team to assess account engagement,

identify stalled deals, and trigger re-engagement campaigns

● Support the sales team with account research, competitive intelligence, and personalised

pre-meeting briefs for high-priority prospects

● Track marketing-sourced and marketing-influenced pipeline, and report on ABM

contribution to revenue on a regular cadence

Content & Thought Leadership

● Develop relevant, insight-led content for target personas — including HR guides, benefits

benchmarking reports, claims trend summaries, and wellness thought-leadership pieces

● Manage LinkedIn presence and other digital channels with content that builds

brand authority among HR and finance communities

● Identify and coordinate participation in industry forums, HR events, and webinars to build

visibility and generate inbound interest from target segments

Analytics & Optimisation

● Track and report on ABM campaign performance — account engagement scores,

meeting conversions, pipeline generated, and revenue influenced

● Use intent data, website analytics, and CRM insights to identify which accounts are

showing buying signals and prioritise sales follow-up accordingly

● Continuously test and optimise messaging, channels, and campaign formats based on

performance data and sales feedback

Requirements:

● Graduates with a minimum of 2 years of experience in B2B marketing, demand

generation, or account-based marketing

● Demonstrated experience designing and executing targeted campaigns that directly

contributed to pipeline or revenue outcomes

● Strong copywriting and content creation skills — ability to craft personalised, compelling

messaging for different buyer personas

● Proficiency with marketing and sales tools — LinkedIn Campaign Manager, email

automation platforms, CRM (e.g., HubSpot, Zoho), and analytics dashboards

● Comfortable working with data — interpreting campaign metrics, pipeline reports, and

account engagement signals to drive decisions

● Strong collaboration and communication skills — able to work as a true partner to the

sales team, not in isolation

● High ownership mindset with the ability to manage multiple campaigns simultaneously in

a fast-paced environment

Preferred :

● Prior experience in B2B marketing within insurance, insurtech, HR tech, fintech, or

financial services

● Familiarity with Group Health Insurance, employee benefits, or corporate wellness

products

● Experience targeting HR, finance, or procurement personas in SME or mid-market

companies

● Exposure to intent data platforms (e.g., Bombora, G2) or ABM-specific tools (e.g.,

Demandbase, 6sense)

● Understanding of the GCC or IT/tech company ecosystem in Chennai or other major

metros

Success Metrics

● Number of target accounts engaged and meetings generated through ABM campaigns

per quarter

● Marketing-sourced and marketing-influenced pipeline value