Product Marketer, New Client Acquisition (NCA)

Introduction
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 world-wide 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
As a Product Marketer for new client acquisition you will have an exciting global role and be part of the team responsible for the market success of a meaningful part of IBM’s software portfolio. You will work on a highly skilled and dedicated cross functional team whose mission is to acquire new clients primarily through an inbound motion and product-led growth (PLG) approach. As part of this team you will help drive incremental revenue growth outside our core client base and build a flywheel for sustainable long-term growth building the future at IBM.

Focusing on new client acquisition you will create useful content and product experiences that will resonate with our target buyer personas. Working in partnership with our dedicated product sales and ecosystem teams you will help to plan build manage and execute go-to-market strategies including market moments and product/offering launches to improve performance across the digital and ecosystem routes for one of IBM’s products. You will learn all aspects of our product-centric approach: use cases target audience complementary IBM product capabilities and competitive differentiation. This approach will optimize impact with new target buying groups – aligning product values to their most pressing needs and highlighting IBM competitive differentiation to acquire new clients.

Your responsibilities include but are not limited to:

• Market Expertise: Build expertise on the target market and audience for your products and develop strategies to drive new client acquisition.
• Strategic Planning: Support the creation and execution of plans that align with business goals driving acquisition by leveraging the Marketing Business Plan and targeting new clients effectively
• Partner Collaboration: Support efforts to tap into partner networks to gain exposure to a wider audience to acquire new clients. Build strong alignment with digital sales and create content based on sales plays with a focus on progressing existing clients and prospecting new ones
• Client-Facing Deliverables: Develop and deliver innovative product use cases that differentiate us from competitors. These deliverables include compelling messaging through web content client presentations analyst proof points product demos event kits to attract for new client acquisition

Required Technical and Professional Expertise

• Experience effectively communicating ideas in writing to different audiences in both long-form and short-form
• Ability to articulate a point of view concisely and effectively using differentiated messaging
• Technology background with a foundational understanding of cloud-related concepts and software
• Experience collaborating with teams of different backgrounds and expertise to achieve a common goal

Preferred Technical and Professional Expertise

• Technical content expertise An understanding of the integration market from APIs events app integration An understanding of go-to-market strategies Experience developing audience strategies (e.g. understanding and prioritizing potential audiences based on key behaviors/characteristics