As the product marketing team lead for the B2B Collaboration portfolio within Watson Supply Chain, your team will be responsible for the global go-to-market strategy for IBM’s B2B integration and managed file transfer services offerings, targeting CIOs, CTOs, IT Operations, Infrastructure Directors and IT Architects. You will be responsible for developing targeted messaging/positioning, value propositions, personas, use cases, thought leadership and marketing and sales enablement programs to enable effective selling of these offerings into this specific segment. You will work with several cross functional teams including product/offering management, sales, business development, performance marketing, events and GEO marketing to drive adoption for our B2B Collaboration portfolio amongst IT professionals.
The ideal candidate is strategic, highly collaborative and organized and works seamlessly to manage a shifting workload. Candidates should excel at working in a fast-paced work environment with products going through rapid/continual changes. Attention to detail and the ability to grasp and translate technical capabilities into tangible benefits and value propositions are crucial to the position.
Summary Key Focus Areas:
Market Position – develop product positioning and messaging that is clear, defensible and differentiates the product in the market
Market Intelligence – be the expert on the buyers, how they buy and their buying criteria; be the expert on the competition and how to beat them
Product Launch – plan the launch of new products and releases and manage the cross-functional implementation of the plan
Demand Generation – develop the buyer’s journey, define the offer, and determine the GTM strategy
Sales Enablement – communicate the value proposition of the products to the sales team and develop the sales tools that support the selling process
Detailed Responsibilities Include:
Develop the buyer’s journey, define the offer and determine go-to-market strategies, plans and programs
Drive key product launches within the relevant customer segment and industries
Acquire deep insight into the local markets with respect to customers, trends and competition
Leverage key customer insights and data to develop accurate, relevant and impactful messaging, and work with internal teams to ensure its implementation across all channels
Create customer personas/profiles, and identify and promote key use cases, that will help inform all messaging and marketing activities
Create go-to-market collateral, sales material and competitive intelligence information to drive demand and enable the sales team; partner closely with cross-functional teams to deliver launch and campaign assets
Build relevant sales plays, and support the enablement team in global sales training efforts
Turn customers into key evangelists; manage customer reference pipeline, leveraging the existing customer base to speed the sales cycle
Be a subject matter expert and evangelist for the product through social media amplification, analyst and public relations programs and at corporate and third party events.
Required Technical and Professional Expertise
Preferred location for this role is RTP, NC. Other locations that will be considered are Littleton, MA and Austin, TX
10+ years of product marketing experience
A passion for helping global brands deliver a transparent, predictive and intelligent supply chain
The ability to distill complex ideas into powerful, relevant customer-facing messaging and to quickly grasp product features and benefits and translate those into brief accurate, high quality deliverables like copy, images and tutorials
Track record of delivering effective marketing programs and messaging that demonstrate original thinking
Experience in the B2B sales cycle and in working through multiple selling channels
Excellent written and verbal skills with the ability to work cross-functionally across product/offering management, sales and marketing teams
Proven experience communicating and presenting data to key stakeholders and senior management
BS/BA in Business, Marketing, Communications, or related field required
Preferred Tech and Prof Experience
Experience in hi-tech, B2B Integration, EDI or Managed Files Transfer product marketing preferred
Experience in digital marketing technology preferred
IBM is committed to creating a diverse environment and is proud to be an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity or expression, sexual orientation, national origin, genetics, disability, age, or veteran status. IBM is also committed to compliance with all fair employment practices regarding citizenship and immigration status.