Ecosystem Marketing is the face of IBM Marketing to the Business Partners – collectively working with Field Marketing and Channel Sales bringing the voice of the partner back into IBM. The Ecosystem Marketer is responsible for knowing the Ecosystem across all GTM motions (build, sell, service), the offerings and the market trends aligned to their coverage area – what’s important to whom and why and how IBM and the Partners together can uniquely drive the IBM business.
The Ecosystem Field Marketing Manager – New Partner Recruitment is responsible for designing and executing innovative field marketing strategies aimed at driving partner recruitment. This role will focus on upper funnel activities such as generating awareness, driving interest, and cultivating relationships with potential partners in the ecosystem. The ideal candidate will have a deep understanding of the partner ecosystem and be adept at leveraging both digital and offline channels to effectively engage potential partners, creating a pipeline that supports long-term growth and success.
Develop Partner Recruitment Strategies:
Create and execute field marketing campaigns tailored to attract potential partners, aligning with broader ecosystem growth objectives.
Identify high-potential partner segments within the ecosystem and design targeted campaigns to raise awareness and interest.
Collaborate with sales, business development, and ecosystem teams to define and prioritize partner acquisition goals and strategies.
Drive Upper Funnel Activities:
Lead initiatives to increase partner awareness, engagement, and lead generation by leveraging events, webinars, content, and social media outreach.
Organize and participate in partner-focused events, conferences, and webinars, ensuring the creation of engaging experiences that position IBM as a top choice for potential partners.
Utilize digital marketing tactics such as email campaigns, content syndication, and social media to amplify partner recruitment messages.
Measure and Optimize Campaign Performance:
- Track and report on the success of partner recruitment campaigns, providing insights on key performance metrics such as lead quality, conversion rates, and partner engagement levels.
Continuously optimize field marketing activities by experimenting with new tactics and learning from past campaigns to improve results.
- Solid experience in field marketing, channel marketing, or partner ecosystem marketing.
Proven track record of developing and executing successful upper-funnel campaigns targeting partners in B2B environments.
Skills:
- Fluency in English
Strong project management and organizational skills.
Ability to engage stakeholders and work cross-functionally with teams like sales and business development.
Expertise in leveraging digital marketing tools (e.g., email, social media, webinars, and online content) for lead generation and nurturing.
Knowledge:
Deep understanding of the partner ecosystem, including channels, alliances, and partner business models and motions.
Familiarity with CRM, marketing automation platforms, and lead tracking tools.
Communication:
Excellent written and verbal communication skills, with the ability to create compelling content and deliver presentations to diverse audiences.
Ability to build relationships and manage partner expectations in a professional manner.
Analytical Ability:
Ability to analyze data and extract actionable insights to improve marketing initiatives.
Experience with marketing metrics and KPIs such as leads generated, conversion rates, and campaign ROI.
Analytical Ability:
Ability to analyze data and extract actionable insights to improve marketing initiatives.
Experience with marketing metrics and KPIs such as leads generated, conversion rates, and campaign ROI.