Responsibilities

• Own product marketing strategy for EBSCO’s Corporate Research Content portfolio, including segmentation, positioning, messaging, go-to-market strategies, inbound marketing approaches that drive growth and strengthen EBSCO’s position within research-driven organizations.
• Build expertise across key corporate verticals and use cases, including Corporate Learning, Business and Finance Research, and STEM fields, understanding their distinct market dynamics, research workflows, information needs, buyers, users, buying journeys, and growth opportunities.
• Lead market segmentation and prioritization, using market data, customer insights, business potential, engagement data, and competitive dynamics to identify and size priority industries, segments, use cases, audiences, and accounts and translate those insights into differentiated go-to-market strategies.
• Develop differentiated positioning, value propositions, and messaging that connect EBSCO’s research content and solutions to meaningful business outcomes, from professional development to improving business decisions to accelerating scientific research and innovation.
• Develop inbound marketing and account engagement strategies that attract and nurture priority corporate audiences and accounts, using buyer needs, content engagement, behavioral signals, and customer journey stages to create stronger pathways from awareness and engagement to qualified opportunities and Sales activity.
• Connect content and thought leadership strategy to customer acquisition and pipeline growth, identifying the topics and translating them into content, webinars, campaigns, and other programs that generate meaningful engagement and move prospective customers toward consideration.
• Understand and leverage artificial intelligence, monitoring how AI is reshaping corporate research, knowledge work, learning, and information discovery while using AI-powered tools to improve product marketing effectiveness.
• Establish and track measures of go-to-market success across priority verticals and segments, using audience and account engagement, customer acquisition, pipeline contribution, campaign performance, sales feedback, adoption, and business results to continuously optimize strategy.

Requirements

• 5+ years of B2B product marketing or related experience, with a demonstrated track record of developing market segmentation and go-to-market strategies, positioning complex products, engaging B2B audiences, enabling sales teams, supporting launches, and driving adoption and business growth.
• Ability to quickly develop expertise across specialized markets and technical domains, understand differences in customers and research workflows, and translate that knowledge into actionable product marketing strategies.
• Understands B2B buyer journeys and account engagement and can develop strategies that attract and nurture priority audiences and buying groups across different stages of the journey, creating measurable progression from awareness and engagement to qualified opportunities and pipeline.
• Strong customer and market orientation and seek to deeply understand customer problems, workflows, organizational structures, buying criteria, behaviors, and information needs.
• Utilize customer, audience, account, engagement, campaign, pipeline, and business data to understand what is resonating in the market, identify opportunities, and make informed decisions about where to focus marketing resources.
• Comfortable using generative AI and other AI-powered tools in your everyday work and actively explore how AI can improve market research, customer insight, segmentation, messaging, content development, audience engagement, and product marketing effectiveness.
• Exceptional written and verbal communication skills and can communicate complex ideas clearly and persuasively across executive presentations, strategic briefs, customer-facing messaging, thought leadership, content, and sales enablement.
• Confidently articulate a point of view, facilitate strategic discussions, and build trusted relationships across Product, Sales, Marketing, customers, and industry stakeholders.

Preferred

• A background marketing subscription-based or enterprise information products and services within B2B markets.
• Familiarity with one or more relevant markets, including Corporate Learning, Business and Finance, STEM, R&D, knowledge management, or corporate research. Exposure across multiple verticals is a plus, but deep expertise in every market is not expected.
• Demonstrated success developing B2B inbound marketing, content, nurture, or account engagement strategies that attract priority audiences, deepen engagement over time, and contribute to customer acquisition and pipeline.
• A track record of supporting enterprise sales organizations and complex B2B go-to-market efforts, including launches of products, content offerings, research capabilities, or technology-enabled solutions.
• Strong strategic storytelling skills and the ability to translate complex products, research workflows, customer needs, and market dynamics into clear and compelling narratives tailored to different industries, buyers, and audiences.