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Install Base Marketing Manager

Minneapolis, United States


Working at Anaplan

At Anaplan we believe in hard work, having fun and bringing excellence to everything we do. When you walk through our doors, you feel it. You hear the buzz, you see the focus and excitement. Anaplan has reinvented the foundation of enterprise modeling and planning so that companies can move fast!

Install Base Marketing Manager

Minneapolis | United States

Install Base Marketing Manager

Any Anaplan Office

At Anaplan, we are looking for a highly-motivated, results-driven global Install Base Marketing and Demand Gen. Manager to join our growing team of superstar global demand generation marketers that builds the awareness and generates the demand for the platform that is helping people and companies across the globe to improve their planning processes, make better-informed decisions, and optimize their business results.

This position can be located at any of our vibrant hubs across the globe. The global team led out of Minneapolis, MN focuses on driving demand through targeted line of business, person-based marketing campaigns. As the Install Base Marketing Manager your primary objective on the demand generation team is to drive ongoing customer lifecycle engagement within each of Anaplan’s core segments – across all marketing channels (on-line and off-line) – with the ultimate goal of growing and accelerating Anaplan’s pipeline.

You are a customer-centric marketer with a deep understanding of lifecycle programs, and can execute on a global scale. You have a genuine passion for identifying targeted audiences and developing multi-channel campaigns that deliver the right message, to our install base, at the right time. You’re data-driven, analytical, organized, and adaptable with changing priorities. You thrive in a global environment that deeply values collaboration, feedback, and learning.

You will join a team of individuals who embrace and respect diverse perspectives, aren’t afraid to push boundaries and try new ideas, and are passionate about helping our customers and each other succeed. We work hard, but we also don’t wait for an excuse to have fun. In fact, we’re so serious about it that it’s one of our core values.

This role is an immediate full-time position. If you’re a team player ready to develop and carry out innovative install base demand gen campaigns while executing in a dynamic environment, this role is for you.

What you’ll be doing:

  • Defining, developing, and executing multi-channel install base demand generation programs that retain acquired customers and grow lifetime value with the ultimate goal of building pipeline. Primary channels include, but are not limited to digital, webinars, email campaigns, and virtual/in person events.
  • Partnering with our customer success teams to drive true marketing-sales alignment across all of our demand generation programs.
  • Defining and implementing a targeting process that goes deep into the current install database to uncover data and trends to strategically segment the database across key lines of business, buyer personas and buying cycle stages.
  • Partnering alongside our product teams to identify key strategic cross sell and upsell initiatives across our install base.
  • Building global thought leadership connected planning email nurture workflows that drive loyalty, evangelism, and educate the customer on how to achieve their connected planning journey.
  • Staying in touch with best practices that enable you to successfully drive pipeline from within the install database through targeted demand generation activities across the globe
  • Provide marketing strategy and support for key customer events
  • Tracking, measuring, and analyzing everything we do so that we can continuously optimize our activities for success

Technologies you’ll work with:

  • Marketo
  • SFDC
  • Engagio
  • GoToWebinar
  • Kapost
  • Confluence
  • Anaplan

More about you:

  • 4-6 years of experience in an install base (customer) demand generation role. Ideally for a SaaS technology organization focused in the enterprise space
  • Experience aligning cross functionally with a customer success and/or sales team
  • Proven results with demand generation programs, including demonstrated proficiency with multiple formats of demand generation, including but not limited to email, website, content marketing, and webinars
  • 4+ years of experience with marketing automation and CRM systems (preferably Marketo and
  • Proven experience with campaign management
  • Proven experience executing persona based campaigns
  • Exceptional writing and copy-editing skills (e.g. developing compelling/engaging campaign messaging, web copy, email copy, etc.)
  • Experience with webinar software (e.g. ON24, GoToWebinar, etc).
  • Experience with tracking closed-loop reporting/measurements for marketing campaigns.
  • High standards of communication - both oral and written – and strong project management, prioritization and organizational skills.
  • Ability to collaborate with and develop positive business relationships with cross-functional teams
  • Bachelor’s Degree required


Do you align with Anaplan’s Values?

 Collaborative: We go out of our way to help others succeed

Explore all of our Values on


Our company:

At Anaplan, we’re relentlessly passionate about improving the way companies and people do business by empowering them with the technology, insights, and confidence they need to make better-informed plans and decisions.

With offices worldwide, we’re building products used by over 900 clients that include some of the world’s largest brands and fast-growing companies in every industry, and we’re just getting started.

Sound good to you? Then don’t be shy – please apply! 









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