Senior ABM & Demand Generation Manager
About Workato
Workato is the leading Control and Execution Platform for Enterprise AI - the neutral platform enterprises trust to put AI to work across their business. Workato unifies data, applications, and processes into a single platform so AI can reliably orchestrate business processes in production at enterprise scale. Built on more than a decade of running mission-critical processes for over half the Fortune 500 - including Nasdaq, Amazon, Cisco, Vodafone, Atlassian, and Lucid Motors - Workato turns over 14,000 enterprise systems AI needs to act on into one governed execution layer. For more information, visit workato.com.
Why join us?
Ultimately, Workato believes in fostering a flexible, trust-oriented culture that empowers everyone to take full ownership of their roles. We are driven by innovation and looking forteam players who want to actively build our company.
But, we also believe in balancing productivity with self-care. That’s why we offer all of our employees a vibrant and dynamic work environment along with a multitude of benefits they can enjoy inside and outside of their work lives.
If this sounds right up your alley, please submit an application. We look forward to getting to know you!
Also, feel free to check out why:
Business Insider named us an “enterprise startup to bet your career on”
Forbes’ Cloud 100 recognized us as one of the top 100 private cloud companies in the world
Deloitte Tech Fast 500 ranked us as the 17th fastest growing tech company in the Bay Area, and 96th in North America
Quartz ranked us the #1 best company for remote workers
Responsibilities
We’re seeking a strategic, execution-oriented Senior ABM & Demand Generation Manager to lead AI-driven integrated marketing campaigns that accelerate pipeline growth and strengthen market leadership. This role will own the strategy, execution, and optimization of full-funnel campaigns centered on AI solutions and messaging.
You will play a critical role in translating AI product innovation and positioning into scalable, high-performing campaigns that resonate with technical and business audiences. This position requires a strong background in AI marketing, experience bringing complex AI offerings to market, and the ability to lead cross-functional stakeholders across Product Marketing, Sales, Field Marketing, and Marketing Operations.
This is a senior individual contributor role with high visibility and significant revenue impact.
You will also be responsible for:
Owning Account-Based Marketing (ABM) Strategy
Own ABM strategy end-to-end: account selection, tiering, and 1:1/1:few/1:many program design, execution, and platform management (e.g.,, Demandbase, CommonRoom, or similar)
Partner with Sales to align target account lists, engagement plays, and pipeline goals
Report on ABM-specific pipeline and account engagement, distinct from broader campaign performance
Be responsible for large expansion support in our Flagship accounts
Leading AI-Focused Integrated Campaign Strategy
- Own end-to-end strategy and execution of multi-channel campaigns focused on AI solutions and use cases from New Logo to Expansion audiences
Develop full-funnel programs that drive awareness, education, engagement, and pipeline for AI-related offerings
Translate complex AI capabilities (ML, GenAI, automation, data intelligence, etc.) into compelling, outcome-driven campaign narratives
Driving Multi-Channel Execution & Optimization
Orchestrate integrated campaigns across email, paid media, webinars/events, content syndication, ABM, social, and web
Partner with Marketing Ops to design scalable campaign architectures in marketing automation platforms
Implement sophisticated nurture tracks tailored to AI buyer personas (technical, business, executive)
Own experimentation strategy including A/B testing, messaging refinement, and performance optimization
Aligning Messaging & Go-to-Market
Collaborate closely with Product Marketing to bring AI positioning, competitive differentiation, and use-case storytelling into campaigns
Partner with Sales and SDR leadership to align campaigns to pipeline goals and ensure strong follow-up motions
Develop enablement materials that support AI campaign launches and field activation
Owning Performance & Pipeline Impact
Own pipeline generation from AI integrated campaigns
Build reporting frameworks and dashboards to measure AI campaign performance and ROI
Conduct post-campaign analysis and translate insights into strategic improvements
Leverage intent data, behavioral signals, and AI-driven insights to improve targeting and personalization
Elevating AI Campaign Excellence
Stay current on AI market trends, buyer behavior shifts, and emerging AI use cases
Act as a thought partner to leadership on AI go-to-market strategy
Requirements
Qualifications / Experience / Technical Skills
Proven experience owning ABM strategy end-to-end, from account selection through program execution, with hands-on use of ABM platforms (6sense, Demandbase, RollWorks, Folloze, or similar)
6-10+ years of B2B demand generation or integrated campaign experience
Proven experience marketing AI, ML, automation, data platforms, or advanced technology solutions
Demonstrated success driving pipeline growth through full-funnel integrated campaigns
Deep understanding of how to position complex AI offerings for both technical and executive audiences
Hands-on experience with marketing automation platforms (Marketo, HubSpot, Pardot, etc.) and CRM systems (Salesforce)
Strong analytical expertise with experience tying campaign performance to revenue impact
Experience running account-based or targeted AI campaigns
- Nice to have: hands-on fluency with AI-powered marketing/workflow tools (e.g., agentic campaign builders, prompt-driven research or execution) to accelerate campaign delivery; a plus on top of AI marketing experience, not a substitute for it
Soft Skills / Personal Characteristics
Ability to operate strategically while executing at a detailed level
Excellent cross-functional leadership and stakeholder management skills
Why You’ll Love This Role
High-impact role driving AI category leadership and pipeline growth
Ownership of strategic, visible initiatives tied directly to revenue
Opportunity to shape AI go-to-market strategy at scale
Collaborative, high-performing marketing team
Competitive compensation and benefits