Nexcess Careers

• You read B2B media the way a trader reads markets. You're always scanning for the next underpriced pocket of attention — the newsletter with 8,000 deeply relevant subscribers, the podcast where your exact ICP calls in, the community where your buyers debug each other's problems at 11pm. You find it before your competitors bid it up.
• You think in accounts, not audiences. A LinkedIn audience of "IT Directors at companies with 200–1,000 employees" doesn't excite you. A named list of 75 accounts that match your best customers — and a plan to surround their buying committee from six directions over six weeks — does.
• You measure intent lift, not click-through rate. You know that a newsletter placement that generates zero form fills but causes eight target accounts to spike in 6sense is working. You can make that case with data.
• You start experiments before you have perfect information. You'd rather launch a podcast sponsorship with a 6-week runway and a clear kill criterion than spend three weeks building the perfect brief. You optimize on the fly and document what you learn.
• You treat channel discovery as a research discipline. You use LinkedIn Audience Insights, customer interviews, and your own reading habits to map where your ICP pays attention. You don't guess. You research, then you spend.
• You coordinate like an air traffic controller. You understand that an ABX play is only as good as the timing. The newsletter placement, the direct mail send, the LinkedIn thought leader ad, and the BDR outreach need to land in a sequenced arc — not all at once, not independently. You own that coordination.

Core Responsibilities

1. Channel Discovery & Micro-Segment Targeting

• ICP Attention Mapping: Research where each target account cluster concentrates attention — using 6Sense, LinkedIn Audience Insights, customer interviews, and direct community participation — before spending a dollar on any channel
• Micro-Segment Identification: Work with the Head of Demand Generation to identify and prioritize high-value account clusters of accounts based on shared firmographic, technographic, and behavioral characteristics
• Channel Experiment Backlog: Maintain a prioritized backlog of channel experiments — each with a defined hypothesis, targeting rationale, success metric, and 6-week decision point — reviewed with the Head of Demand Generation bi-weekly
• Competitive Intelligence: Monitor where competitors are building media and community presence; identify whitespace channels before they become crowded and expensive

2. ABX Experience Design & Activation

• Play Architecture: Design coordinated, multi-channel account-level experiences for each target segment — not campaigns, but sequenced plays where an account encounters Nexcess across 3–5 channels in a purposeful arc over 4–6 weeks
• Channel Activation: Negotiate and activate across non-traditional and paid channels — niche newsletter sponsorships, podcast host-read ads, Slack community sponsorships, intent-triggered direct mail, programmatic DOOH, LinkedIn Thought Leader Ads, and category placements
• Expansion ABX: Apply the same ABX motion to existing customer accounts flagged as whitespace or competitor-researching — coordinating with the Lifecycle Manager on sequence timing and the Head of DG on expansion account prioritization
• BDR Coordination: Work with the Growth Coordinator to time BDR outreach to the peak of account engagement — ensuring the BDR follow-up lands when intent signals are highest, not before or after the window closes

3. Intent Monitoring & Signal Escalation

• Daily Signal Review: Monitor 6sense and Bombora dashboards during active ABX windows; flag account intent spikes to the Head of Demand Generation and Growth Coordinator
• Engagement Threshold Design: Define the combination of signals — Pathfactory touches, site visits, intent data, direct mail delivery plus BDR response — that constitutes a warm account ready for high-touch outreach
• Martech Integration: Work with the Martech Manager to ensure Pathfactory engagement, intent signals, and ABX campaign data flow into a unified account-level view in the CRM — so every touch point is visible to BDR and Sales teams in one place
• Competitive Re-Engagement: When an existing customer account shows competitor research signals in 6sense, design and activate a re-engagement ABX play in coordination with the Lifecycle Manager and CS team

4. Channel Experimentation & Budget Management

• Experiment Cadence: Run a minimum of 2 new channel experiments per quarter, each with a defined hypothesis, clear success metric, and a binary kill-or-scale decision at the 6-week mark — no zombie campaigns
• Direct Negotiation: Negotiate channel placements directly with newsletter publishers, podcast producers, community operators, and directory platforms — managing contracts, creative specifications, and performance commitments
• Budget Accountability: Own channel spend with full P&L accountability — tracking spend pacing, negotiating rates, and making reallocation decisions without waiting for a weekly finance review
• Experiment Documentation: Maintain a channel experiment log that becomes Nexcess's institutional knowledge on what works for each ICP segment — the definitive record of every test, result, and learning

5. Attribution & Reporting

• Dark Funnel Attribution: Build attribution methodology for channels that have no native click tracking — using control group comparison, intent lift measurement, unique URL tracking, and Pathfactory engagement correlation to make the pipeline case for channels that don't generate form fills
• Account-Level Reporting: Contribute to the Head of DG's weekly account movement report with channel-level engagement data — which accounts showed intent lift during active ABX windows, which channels drove the lift, and what the recommended next action is
• Performance Synthesis: Produce bi-weekly channel diagnostic reports for review with the Head of DG — covering intent lift rate, account coverage %, cost per engaged account, and experiment kill-or-scale recommendations

Experience Requirements

• You have successfully held previous roles in (any of):
• Account-Based Marketing or ABX: You have built named account programs, coordinated multi-channel activation, and measured success at the account level — not the audience level
• Growth Marketing: You have owned a channel experiment cadence, made data-backed kill-or-scale decisions, and built institutional knowledge from the results
• Media Buying or Sponsorship Strategy (non-agency): You have negotiated placements directly with publishers and held them accountable to performance — not briefed an agency and reviewed their slides
• Dark Funnel or Intent-Based Marketing: You have used 6sense, Bombora, or G2 Buyer Intent to design marketing programs that operate before the hand-raise — and you can measure their impact without relying on form fills
• Channel Discovery Expertise: Has used SparkToro, Audiense, or equivalent audience intelligence tools to map ICP attention before activating spend — not relied on platform-native audience targeting as the primary research method
• Attribution Without Pixels: Can build a credible pipeline influence case for a channel that has no native conversion tracking — using intent lift, control groups, and engagement signals rather than last-touch attribution
• Direct Negotiation Experience: Has negotiated media placement contracts — pricing, editorial terms, creative specifications, exclusivity — directly with the seller, not through an agency intermediary
• Systems Coordination: Can orchestrate a multi-channel ABX play — aligning channel activation timing, BDR outreach windows, direct mail sends, and content routing — without a project manager holding the schedule

Key Performance Indicators (KPIs)

• Target account coverage %: % of the named account list touched by at least one channel in the last 30 days — the primary health metric for the ABX ecosystem
• Intent lift rate: % of accounts in active ABX programs showing a 6sense intent spike vs. a matched control group not in the program — the measure of whether dark funnel channels are actually creating awareness
• Cost per engaged account (CPE): Total channel spend divided by accounts showing 3+ engagement signals — replaces CPL as the primary efficiency metric
• Channel experiment velocity: Number of new channels tested per quarter — a leading indicator of the hunting behavior this role is hired for
• Win rate lift: Win rate of accounts in active ABX programs vs. accounts outside them — measured on a 90-day lag — the ultimate validation that the ecosystem is working