Product Marketer, New Client Acquisition (NCA)

At IBM, we believe technology shapes the world, and we are a catalyst for that innovation and creativity. We are on the forefront of groundbreaking change-improving business, society, and the human condition. As a leader in hybrid cloud and AI, we are leading the charge in a worldwide digital transformation.
Our Marketing, Communications & Corporate Social Responsibility (MCC) team tells this story and is responsible for positioning IBM in the market. We define and optimize IBM's brand, capture the market's attention, and articulate our point of view for clients, partners, the media, and even other IBMers. As part of our team, you'll be surrounded by bright minds and keen collaborators-always willing to help and be helped-as you apply passion to work that will compel our audience to choose IBM.

As part of the IBM team in Bangalore, you will jumpstart a global career by joining an iconic company known as a pioneer in computing. You will grow your knowledge of cutting-edge software, such as generative AI or hybrid cloud, while driving outcomes that shape the future of IBM and your own career. In addition to a competitive package, IBM offers a collaborative and growth-oriented work environment and global responsibilities.

Your Role and Responsibilities
We are seeking a product marketing champion to join our Software Marketing & Communications team. As a product marketer, you will be responsible for articulating the point of view of audiences we serve and creating the value proposition for IBM's software products to grow IBM's market share, supporting revenue growth for products that are core to IBM. You will lead cross-IBM campaigns and product-level marketing and communications efforts to support pipeline generation and new client acquisition for IBM Software. You will collaborate with teams across geographies, including Marketing, Product Management, Sellers, and Business Partners.

In the role, you will drive the outcome of connecting differentiated POVs with the right buyers and experts, measured by new signings, retention rates, average customer value, absolute and trend NPS, market segment share, win-loss rate, analyst ranking, and social influence.
Your primary responsibilities include:

• Understands the product to deliver its business objectives and gathers market research to determine market and competitor insights. Understands and builds persona profiles that are relevant to the product. Collaborates in the creation of the marketing business plan.
• Collaborates in the development of compelling messaging, value proposition, and positioning that communicates client value and IBM differentiation to relevant personas through use case entry points for a product.
• Contributes to the go-to-market product strategies by designing tactics and initiatives that drive outcomes within sales, ecosystems, demand generation, and awareness.
• Contributes to and participates in the building and delivering of impactful launches. Executes elements of Product Launch Management System (PLMS), a best-practice approach that enables routes, aligns to market moments, and supports demand strategy and content to generate demand by building and engaging target audiences.
• Collaborates on a go-to-market for a product that will achieve outcomes like revenue targets and demand generation KPIs. Understand how aligning these tactics and initiatives will achieve these goals, learn to measure and monitor key leading and lagging indicators, and understand how to modify course based on results.

This is a hybrid role; attendance at the office will be required only 3 times per week."

Required Technical and Professional Expertise

• Experience in product or B2B marketing
• Experience creating marketing business plans
• Interest in, but not limited to, the following software products: generative AI, hybrid cloud, data and analytics, security, supply chain, or sustainability
• Experience working and communicating with groups of different backgrounds and skills to enable collaboration
• Experience managing multiple priorities at once, prioritizing tasks, and shifting in an environment of continuous change

Preferred Technical and Professional Expertise

• Deep understanding of go-to-market strategies
• Experience developing audience strategies (e.g., understanding and prioritizing potential audiences based on key behaviors/characteristics)
• Client experience design & measurement (e.g., using technology to measure and improve the customer experience and translate data into meaningful actions)
• Understanding of the iPaaS and integration markets.