• Partner with Product to understand and operationalize industry intelligence, buyer personas, and product positioning. • Collaborate with Sales and BDRs to validate insights through real-world account engagement and feedback. • Act as the marketing connector between Product insight and Sales execution. • Define and maintain targeting strategies across priority industries, segments, and accounts. • Partner with Sales to identify, tier, and prioritize target accounts aligned to Certus’s ICP. • Identify audience engagement opportunities that combine inbound, outbound support, and account-based motions leveraging SEM, email, social, tradeshows, partnerships, and print publication. • Translate industry insights into targeted campaigns, value propositions, and engagement programs. • Orchestrate 1:many, 1:few, and 1:1 account-based initiatives in partnership with Sales and Business Development. • Work with content writers and web designers to activate industry and product positioning through pages, campaigns, and sales enablement assets. • Ensure inbound capture, outbound support, and account-based efforts work as a cohesive revenue motion. • Define and monitor success metrics tied to pipeline creation, opportunity quality, and revenue outcomes. • Analyze performance by industry, segment, and account tier to refine targeting and engagement strategies. • Provide clear insights and recommendations to marketing, product, and revenue leadership.