Field Marketing Lead (Public Sector)

At Appian, our marketers have the opportunity to tell stories of impact and innovation across a multitude of industries. Being a marketer at Appian means working with cool tech. It means coming up with creative ways to stand above the noise, then making it happen. It means working with amazing customer brands at the forefront of digital. Software that has a real impact on companies and consumers? At Appian, it’s more than an empty promise. It’s what we do.

Appian is actively seeking a Field Marketing Lead to drive go-to-market efforts and integrated planning for our Public Sector industry. We are looking for a creative and passionate individual with a proven track record of successful marketing in this industry vertical, along with familiarity with end-to-end field event strategy and execution, sales enablement, and balancing an ecosystem of partners in a dynamic environment. Our ideal candidate will have familiarity with Public Sector marketing, including Defense, Federal Civilian, and/or State and Local Government, and possess a strong understanding of the technology ecosystem in which we go to market, including business process automation, low-code application development, and case management. 

The Field Marketing Lead will be responsible for managing and executing Field Marketing programs and Public Sector industry events designed to grow and accelerate sales pipeline and revenue. The role will also be responsible for operational, implementation and post-program and event reporting and activities. 

​This role is based at our HQ in McLean, VA. Appian was built on a culture of in-person collaboration, which we believe is a key driver of our mission to be the best. Employees hired for this position are expected to be in the office 5 days a week to foster that culture and ensure we continue to thrive through shared ideas and teamwork. We believe being in the office provides more opportunities to come together and celebrate working with the exceptional people across Appian.

Essential Duties And Responsibilities:

• Work closely with Public Sector Sales Leadership and Field Sales to identify, recommend and implement lead generation and account expansion activities in the Public Sector vertical (Civilian, Defense, and SLG)

• Help execute account-based marketing (ABM) strategy to align with account specific  plans and enable lead generation activities focused on target accounts

• Determine fiscal requirements, prepare and manage budget for Field programs

• Work with Marketing Operations to regularly manage and review campaign performance metrics with key stakeholders, including leads, sales opportunities, and ROI by campaign, channel, and lead and source

• Ability to translate data produced by Marketing Operations to make actionable recommendations, develop, and execute on strategic decisions

• Work closely with internal and external stakeholders to define goals, objectives and specific implementation plans that promote Appian’s brand

• Execute programs onsite and in the Field 

• Understand and help to communicate marketing strategy, value proposition, positioning and messaging to regional Sales Executives so that they are aware, knowledgeable and enabled with the latest and most powerful content for effective use in sales cycles

• Ensure lead and pipeline outcomes are met and there is strong engagement and communication with the business development, field sales team and partner organization

• Source venues, acquire supporting technology, coordinate development of materials (in some cases as it relates to trade shows) to execute a quality program

• Coordinate and carry out project deliverables on schedule and on budget

• Ability to travel up to 5-10% 

About You:

• 6+ years experience in a B2G Field Marketing Role in an Enterprise Software environment - knowledge of Public Sector (DoD, FedCiv, SLG) is a must 

• Bachelor’s Degree

• Experience in crafting Public Sector results-driven marketing programs that drive pipeline growth

• Ability and experience working with a fast-paced, growth oriented Sales team

• Experience managing large and regional event logistics, strategy, and execution as well as knowledge of the Public Sector event landscape

• Excellent presentation, project management, and ROI reporting skills

• Able to work in a collaborative, fast-paced, and results-oriented environment

• Able to think critically and creatively while multitasking and meeting strict deadlines

• Flexible, organized, and detail oriented

• Extremely strong verbal and written communication skills

• Experienced in using CRM, Marketing Automation, and ABM tools