ABM Demand Generation Manager

Overview

You'll build and scale Flock Safety's ABM motion for their license plate readers, cameras, and public safety software. This means identifying priority law enforcement agencies, municipalities, and large property/business accounts, then orchestrating coordinated campaigns to engage buying committees. You'll work with Sales, Product Marketing, Customer Success, and Marketing Ops to run 1:1 and 1:few plays that move these accounts through complex procurement and budget cycles.

Role Snapshot

Company Context

Stage: Series D+ (well-funded, scaling fast)

Size: 1,461 employees

Growth: Expanding into new verticals (started with law enforcement, now selling to HOAs, retail, healthcare, property management)

Market Position: Category leader in AI-powered license plate readers and public safety cameras - competing on technology advantage but dealing with privacy concerns and procurement friction

GTM Reality

Pipeline Sources:

• 30% Inbound - City councils requesting RFPs, HOAs reaching out after crime incidents, referrals from existing law enforcement
• 50% Outbound - Sales-led outreach to target accounts (city managers, police chiefs, property directors)
• 20% Events - Trade shows (IACP, community safety conferences), local government associations

SDR/AE Structure: AEs self-source many deals, some SDR support for qualifying inbound

SE Support: Sales Engineers demo the physical cameras and software platform, critical for technical close

Competitive Landscape

Main Competitors: Traditional security camera providers (Axis, Motorola Solutions), other LPR vendors, internal "we'll just add more cameras" resistance

How They Differentiate: AI-powered vehicle detection, cloud platform with automatic updates, sharing network between law enforcement and communities

Common Objections: Privacy concerns from residents, budget constraints (especially government), "we already have cameras", procurement timelines

Win Themes: Crime solve rates, ROI case studies from similar communities, ease of deployment vs legacy systems

What You'll Actually Do

Time Breakdown

Account Research & Segmentation (25%) | Campaign Planning & Execution (35%) | Cross-functional Alignment (25%) | Reporting & Optimization (15%)

Key Activities

• Account Selection & Tiering: Work with Sales to identify and tier target accounts (which cities/counties/property groups to go after). You're pulling crime data, budget cycles, incumbent vendor info, and stakeholder mapping to decide where to focus.
• Multi-Channel Campaign Orchestration: Design and execute coordinated plays - personalized email sequences, direct mail (think sending crime stats to city councils), LinkedIn ads to buying committee members, executive roundtables/dinners. Each account gets different treatment based on tier.
• Sales Enablement for Target Accounts: Create account-specific battle cards, competitive intel, stakeholder maps, and talking points. You're briefing AEs on which personas to hit and what messaging resonates.
• Signal-Based Trigger Campaigns: Monitor intent data, budget approvals, crime spikes in target areas, and trigger outreach when accounts show buying signals. Lots of time setting up automations and alerts.
• Performance Tracking: Build dashboards showing account engagement, pipeline influenced, velocity improvements in ABM accounts vs non-ABM. You're constantly proving ROI to justify the budget you're spending on these programs.

The Honest Reality

What's Hard

• Government procurement is slow and political - you can run perfect campaigns but deals still take 12+ months because of budget cycles, RFP requirements, and council approvals
• Measuring ABM attribution is messy - Sales will claim they would have closed the deal anyway, you're fighting for credit on influenced pipeline
• Privacy concerns are real - some campaigns backfire when community groups push back on surveillance technology, you have to be careful with messaging
• Cross-functional alignment is constant work - Sales wants leads now, Product Marketing wants brand storytelling, you're stuck in the middle trying to balance short-term pipeline with long-term account development
• Budget constraints mean you can't do 1:1 for every account - you're constantly triaging which accounts get the premium treatment

What Success Looks Like

• ABM accounts move 20-30% faster through the sales cycle compared to non-ABM accounts
• You generate 3-5X pipeline from target accounts vs the same ad spend on broad campaigns
• Sales Leadership stops asking "what does marketing do?" because they see clear account engagement tied to your programs
• You build repeatable playbooks that scale - what works for Dallas PD works for similar cities

Who You're Selling To

Primary Buyers:

• Police Chiefs, Sheriffs, City Managers (government side)
• VP Security, Property Directors, Community Managers (private sector HOAs/businesses)
• Procurement Officers who control vendor selection and RFP processes

What They Care About:

• Crime reduction metrics and case solve rates (Chiefs/Sheriffs)
• Budget justification and ROI (City Managers, CFOs)
• Privacy compliance and community acceptance (all buyers)
• Ease of deployment and vendor reliability (procurement)
• Integration with existing systems (IT/Operations)

Requirements

• 4+ years running ABM or demand generation programs, ideally in B2B/B2G SaaS or hardware
• Experience with enterprise/government sales cycles - you understand procurement, committees, and political decision-making
• Strong in marketing automation (HubSpot, Marketo, 6sense, Demandbase, etc.) and comfortable building multi-step nurture programs
• Cross-functional collaboration skills - you'll be in constant alignment meetings with Sales, CS, Product Marketing, and Ops
• Analytical mindset - can build attribution models, prove pipeline influence, and optimize based on data
• Comfortable with ambiguity - this is a build-from-scratch role, not running established playbooks
• Bonus: Experience in public sector, security, or hardware sales (understanding how government buys is a huge advantage)