About the position
Appian is actively seeking a Senior Field Marketing Manager to drive go-to-market efforts and integrated planning for our Public Sector industry. We are looking for a creative and passionate individual with a proven track record of successful marketing in this industry vertical, along with familiarity with end-to-end field event strategy and execution, sales enablement, and balancing an ecosystem of partners in a dynamic environment. Our ideal candidate will have familiarity with Public Sector marketing, including Defense, Federal Civilian, and/or State and Local Government, and possess a strong understanding of the technology ecosystem in which we go to market, including business process automation, low-code application development, and case management. The Senior Field Marketing Manager will be responsible for managing and executing Field Marketing programs and Public Sector industry events designed to grow and accelerate sales pipeline and revenue. The role will also be responsible for operational, implementation and post-program and event reporting and activities. This role is based at our HQ in McLean, VA. Appian was built on a culture of in-person collaboration, which we believe is a key driver of our mission to be the best. Employees hired for this position are expected to be in the office 5 days a week to foster that culture and ensure we continue to thrive through shared ideas and teamwork.
Responsibilities
- Work closely with Public Sector Sales Leadership and Field Sales to identify, recommend and implement lead generation and account expansion activities in the Public Sector vertical (Civilian, Defense, and SLG)
- Help execute account-based marketing (ABM) strategy to align with account specific plans and enable lead generation activities focused on target accounts
- Determine fiscal requirements, prepare and manage budget for Field programs
- Work with Marketing Operations to regularly manage and review campaign performance metrics with key stakeholders, including leads, sales opportunities, and ROI by campaign, channel, and lead and source
- Ability to translate data produced by Marketing Operations to make actionable recommendations, develop, and execute on strategic decisions
- Work closely with internal and external stakeholders to define goals, objectives and specific implementation plans that promote Appian’s brand
- Execute programs onsite and in the Field
- Understand and help to communicate marketing strategy, value proposition, positioning and messaging to regional Sales Executives
- Ensure lead and pipeline outcomes are met and there is strong engagement and communication with the business development, field sales team and partner organization
- Source venues, acquire supporting technology, coordinate development of materials to execute a quality program
- Coordinate and carry out project deliverables on schedule and on budget
- Ability to travel around 25-35%
Requirements
- 6+ years experience in a B2G Field Marketing Role in an Enterprise Software environment - knowledge of Public Sector (DoD, FedCiv, SLG) is a must
- Bachelor’s Degree
- Experience in crafting Public Sector results-driven marketing programs that drive pipeline growth
- Ability and experience working with a fast-paced, growth oriented Sales team
- Experience managing large and regional event logistics, strategy, and execution as well as knowledge of the Public Sector event landscape
- Excellent presentation, project management, and ROI reporting skills
- Able to work in a collaborative, fast-paced, and results-oriented environment
- Able to think critically and creatively while multitasking and meeting strict deadlines
- Flexible, organized, and detail oriented
- Extremely strong verbal and written communication skills
- Experienced in using CRM, Marketing Automation, and ABM tools
Benefits
- Training and Development: Focus on equipping new hires with the skills and knowledge for success through department-specific training.
- Growth Opportunities: Diverse array of growth and development opportunities, including leadership programs and tuition reimbursement.
- Community: Inclusivity through employee-led affinity groups that help employees build stronger internal and external networks.
