Industry Strategy Lead, Marketing - Insurance
Appian Corporation - Mc Lean, Virginia, us, 22107Work at Appian Corporation
Overview
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Overview
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Responsibilities and Skills:
Develop an in-depth understanding of customer needs within the Insurance segment; monitor industry trends, and understand buyer personas and foundational market messages.
Partner with our Insurance Subject Matter Experts (SMEs) to craft and tell a story about the unique value Appian delivers for the Insurance industry.
Define a global marketing strategy for capturing the mindshare of our target buyers within the Insurance segment.
Define tactics for generating awareness and high-quality leads for the Sales team; work with Digital Marketing, Events, and Field Marketing teams to coordinate, execute, and amplify pipeline-generating programs.
Apply rigor, discipline, and an analytical mindset to program measurement against pipeline and revenue goals; optimize program delivery for maximum impact.
Collaborate across GTM functions—Sales, Marketing, Product Management, and Customer Success—and act as the central point of contact to drive stakeholder buy-in and ensure the success of all GTM/Marketing efforts for Insurance.
Support product launch and sales enablement efforts by helping to create positioning and messaging documents, sales presentations, solution briefs, and other product collateral.
Qualifications:
7-10 years of industry marketing or marketing management experience in B2B SaaS environments; prior Insurance experience strongly preferred.
A proven track record of developing strategies and tactics to drive brand awareness and demand generation within specific target segments or verticals.
Excellent writing skills, including the ability to express technical concepts in the form of crisp, value-based messages.
An analytical mindset and the ability to use data to inform program planning, execution, and optimization.
An ability to operate as a strong cross-departmental leader to set vision and direction, drive toward action and follow-through, and hold key stakeholders accountable.
Demonstrated ability to work across functions, be a team player and thrive in a highly collaborative and matrixed environment.
Experience with related technologies, including business process management (BPM), robotic process automation (RPA), artificial intelligence (AI), case management, CRM, Platform-as-a-Service (PaaS), and enterprise mobile — as well as Insurance-specific systems such as policy administration, claims, and underwriting — a plus.
BA/BS degree or equivalent in a relevant discipline.
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