Wiley
Account Based Marketing Specialist – Life Sciences
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Account Based Marketing Specialist – Life Sciences
Account Based Marketing Specialist
We believe in bold ideas, diverse perspectives, and the drive to transform knowledge into impact. Here, your curiosity fuels progress, your voice shapes innovation, and your ambition helps redefine what’s possible within science and learning. We are a culture that obsesses over impact, challenges the status quo, and drives what’s next to power infinite possibilities for our customers, colleagues, and society at large.
About The Role
The Account Based Marketing Specialist will own account-based marketing programs that drive retention, expansion, and cross-sell/upsell revenue within Wiley’s highest-value existing Life Sciences, Pharma, and Health accounts. This role is the execution engine for Wiley’s ambition to address long buying cycles and complex stakeholder environments.
Key Responsibilities
Account Strategy & Planning
- Own the ABM target account universe across Life Sciences—from initial TAM scoping down to a prioritized set of 40–50 critical accounts for one-to-one and one-to-few engagement.
- Build and maintain an account scoring framework, covering:
- Strategic fit
- Revenue opportunity
- Growth potential
- Engagement signals
- Ensures resources focus on accounts with the highest expansion potential for future cycles.
- Map the full stakeholder landscape within each named account, including:
- Economic buyers
- Influencers
- End users
- New cross-sell personas (e.g., CMOs, Chief Data/Insights Officers, Regulatory Affairs leaders).
- Plan ABM programs 18–24 months in advance of anticipated decision or renewal cycles.
Program Development & Execution
- Design and execute integrated one-to-one programs for the highest-value named accounts, incorporating:
- Fully customized messaging
- Outreach sequences
- Account-specific content.
- Develop one-to-few cluster programs for accounts with shared vertical characteristics (e.g., pharma companies with active COA or drug development mandates).
- Build always-on engagement programs, shifting from reactive, event-triggered outreach to sustained multi-channel presence across:
- Direct outreach
- Events
- Content.
- Ensure all account communications explicitly align with the account’s known business priorities and are outcome-led (e.g., drug approval speed, trial cost reduction, research ROI).
- Integrate events into ABM journeys as touchpoints, including pre/during/post event material.
Sales Partnership & Commercial Alignment
- Work in daily alignment with the commercial sales team, including:
- Participation in pipeline reviews
- Contribution to account planning sessions
- Co-ownership of account expansion targets.
- Partner with business development and field sales to identify opportunities within existing accounts.
- Champion ABM methodology and performance within Marketing and Sales leadership, ensuring buy-in for long lead times.
- Provide regular account-level reporting to leadership, covering:
- Engagement trends
- Pipeline influence
- Expansion opportunity signals.
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Content & Messaging
- Collaborate with Content Marketing to brief and deploy assets, including:
- Account-specific case studies
- White papers
- Webinars
- Executive engagement pieces.
- Adapt Wiley’s core commercial narratives (e.g., Applied Research Intelligence, Audience Solutions, COA) into account-specific messaging tied to strategic context.
- Ensure content shifts from product features to business outcome framing, addressing personas such as:
- CMOs
- Chief Data Officers.
- Identify and resolve content gaps, including:
- Missing demo environments
- Case studies
- ROI evidence for key verticals.
Technology, Data & Measurement
- Use Salesforce as the primary platform for:
- Account intelligence
- Activity tracking
- Segmentation by job title, domain, intent, engagement history.
- Leverage tools for:
- Contact database expansion
- Persona identification
- Intent signal monitoring within target accounts.
- Monitor and report monthly:
- Account engagement data
- Marketing-influenced pipeline
- Expansion revenue.
- Continuously refine:
- Account scoring frameworks
- Program approaches based on performance data.
Qualifications
- Bachelor’s degree in marketing, business, or a related field.
- 5+ years of B2B marketing experience, with:
- Minimum 3 years dedicated ABM experience in a complex, long-cycle environment (preferably data/analytics, SaaS, or professional services).
- Demonstrable expertise running one-to-one ABM programs for accounts with $1M+ revenue potential (not only one-to-many account-based advertising).
- Proven track record engaging:
- C-suite and senior commercial buyers
- Not solely practitioner-level contacts.
- Experience working alongside sales teams with joint pipeline accountability.
- Proficiency in:
- Salesforce (required)
- ZoomInfo or equivalent intent data platform
- LinkedIn Campaign Manager
- Power BI
- Marketing automation (e.g., Marketo, HubSpot equivalence).
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Skills
- Strategic account intelligence: Research, map, and interpret:
- Account business priorities
- Buying structure
- Decision timelines
- Avoid relying on generic persona profiles.
- Long-cycle patience with short-cycle urgency: Manage hybrid timelines of decisions spanning 2–3 years, while driving daily commercial momentum.
- Commercial acumen: Connect ABM activities directly to:
- Pipeline influence
- Revenue discussions (e.g., expansion targets, deal size, conversion rates).
- Outcome-based copywriting: Craft executive-level communication, including:
- Prospecting emails
- Content briefs, focusing on business outcomes over product features.
- Cross-functional influence: Align teams (Sales, Content Marketing, Product Marketing, Events, and Revenue Ops) on shared account plans without formal authority.
- Data-driven iteration: Optimize programs based on:
- Engagement signals
- Pipeline data
- Avoid repeating programs without testing.
- AI tool literacy: Use AI for:
- Account research
- Personalization
- Content adaptation.
Wiley: Where Talent Creates Impact
For over 200 years, we have transformed knowledge into discoveries that shape the world. Today, our team of innovators, creators, and experts accelerates progress in:
- Science
- Education
- Publishing —redefining fields and improving lives.
What We Offer
- A workplace that prioritizes talent growth and internal mobility.
- Values of courageous collaboration and learning champions that foster:
- Well-being
- Community
- Professional development.
- Meeting-free afternoons on Fridays to encourage deep work and upskilling.
- Fair, transparent pay and competitive compensation (6-month range below).
- Comprehensive benefits package.
Salary Range (UK, US, EU, etc.)
£44,800 – £64,133 per year (range reflects geographic location and experience).
Department: Life Sciences Marketing
Work Location: Remote – Antwerp (with a few trip requirements), but open to candidates abroad
Salary Type: Annual Salary – Brussels budget
Wiley’s Commitment
We are an equal opportunity/affirmative action employer. We evaluate all qualified applicants and ensure non-conforming hiring practices related to:
- Race
- Color
- Religion
- Sex
- Sexual orientation
- Gender identity/expression
- National origin
- Disability
- Protected veteran status
- Genetic information
Ac accommodations for applicants with disabilities may be requested via tasupport@wiley.com.
Apply by attaching your resume/CV (PDF).
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