Enterprise Marketing Manager

Overview

You'll build Outset's account-based marketing program from scratch, working closely with sales to drive engagement with enterprise research teams and e-commerce brands. You're selling an AI-powered research platform that replaces traditional qualitative research methods, working at a 39-person startup where you'll report to the head of marketing and be in the SF office 4 days per week.

Role Snapshot

Company Context

Stage: Early-stage (39 employees, likely Seed/Series A)

Size: 39 employees

Growth: Actively hiring, expanding into new verticals

Market Position: Category creator in AI-moderated research space - competing against traditional research methods and newer AI tools

GTM Reality

Current State:

• ABM program doesn't exist yet - you're building it from zero
• Small team means you're likely doing everything yourself initially
• Testing into new channels and verticals as they figure out ICP
• Sales team is probably small (Series A size), so tight coordination

Your Pipeline Sources (what you'll build):

• ABM campaigns targeting specific enterprise accounts
• Channel experiments (they want you to test new approaches)
• Industry-specific campaigns as they expand verticals
• Sales enablement content to move deals through pipeline

Marketing Structure: Small team reporting to head of marketing, close partnership with sales (likely 2-4 AEs at this stage)

Competitive Landscape

Main Competitors: Traditional research agencies, survey platforms (Qualtrics), other AI research tools, manual interview processes

How They Differentiate: AI moderation enabling qual research at quant scale, faster than agencies, deeper than surveys

Common Objections: "We already have a research process", "Is AI-moderated research as good as human?", "Too expensive vs DIY", "Security/data concerns with AI"

Win Themes: Speed + scale, cost reduction vs agencies, depth vs surveys, enterprise-grade security

What You'll Actually Do

Time Breakdown

ABM Program Build (40%) | Campaign Execution (30%) | Sales Partnership (20%) | Experiments/Reporting (10%)

Key Activities

• Build ABM Infrastructure: Select and implement ABM platform, define target account lists, create scoring models, set up tracking. You're doing the technical setup plus the strategy.
• Create Account-Specific Content: Write one-pagers for specific industries, create custom pitch decks for top accounts, develop case studies. A lot of writing and editing.
• Run Multi-Channel Campaigns: Coordinate email sequences, LinkedIn ads, direct mail, event targeting. You're the one setting up the campaigns in HubSpot/Marketo and monitoring performance.
• Partner with Sales Daily: Weekly pipeline reviews, helping reps personalize outreach, creating custom content for specific deals, analyzing what's working. Expect a lot of Slack messages from AEs asking for materials.
• Experiment with New Channels: Test webinars, niche communities, industry events, content partnerships. Some will work, most won't. You'll need to make the case for budget.
• Report on Everything: Build dashboards, track account engagement, prove marketing impact on pipeline. Expect questions about ROI constantly.

The Honest Reality

What's Hard

• You're building from zero: No playbook, no existing campaigns to optimize. You have to figure out what enterprise research teams care about and how to reach them.
• Small team = wear all hats: You're strategist, executor, designer, copywriter, and analyst. If you need a landing page, you're probably building it yourself.
• Early-stage uncertainty: ICP might change, messaging will evolve, what works in one vertical might not work in another. You'll kill a lot of campaigns.
• Long sales cycles: Your campaigns won't show ROI for months. You'll need to defend budget and prove value before deals close.
• In office 4 days/week: Less flexibility than full remote roles. You're in SF (expensive city) most of the week.
• Category creation is hard: You're not just competing, you're educating the market on why AI research is better. Lots of "we don't do it that way" objections.

What Success Looks Like

• You've built an ABM program that's generating 30%+ of sales pipeline within 6 months
• Target accounts show measurable engagement increases (website visits, content downloads, meeting accepts)
• Sales reps actually use your materials and ask for more
• You've validated 2-3 new channels that work for reaching research teams
• You've helped close 5-10 deals by creating custom content or running account-specific campaigns

Who You're Selling To

Primary Buyers:

• Research Directors/VPs at enterprise software companies
• Marketing/Insights leaders at e-commerce brands
• Product teams doing continuous discovery

What They Care About:

• Speed - can they get insights faster than traditional methods?
• Scale - can they talk to more customers without blowing budget?
• Quality - is AI-moderated research as good as human-led?
• ROI - cost vs traditional research agencies
• Security/compliance - enterprise data protection requirements

Requirements

• 3-5 years in B2B marketing, ideally at a startup or high-growth company
• Experience building or running ABM programs (they want someone who's done this before)
• Comfortable with marketing automation platforms (HubSpot, Marketo, Salesforce)
• Strong copywriting skills - you'll be creating a lot of content
• Analytical mindset - need to track, measure, and optimize everything
• Comfortable with ambiguity and changing priorities (early-stage reality)
• Based in SF or willing to relocate - 4 days/week in office is non-negotiable
• Bonus: Experience marketing to research/insights teams or understanding of qualitative research