ABM/Enterprise Demand

Job description

## **We are an applied AI lab building end-to-end software agents.** We're the makers of Devin, the first AI software engineer. Our team is extremely talent-dense. Among our founding team, we have world-class competitive programmers, former founders, and leaders from companies at the cutting edge of AI including Scale AI, Palantir, Cursor, Waymo, Tesla, Lunchclub, Modal, Google DeepMind, and Nuro. Building Devin is just the first step—our hardest challenges still lie ahead. If you’re excited to solve some of the world’s biggest problems and build AI that can reason on real-world tasks, apply to join us. We're looking for a leader of Enterprise Demand to build the demand engine behind Cognition's enterprise growth. You'll own how Cognition creates demand across our highest-priority verticals and major strategic accounts, while building repeatable enterprise motions that can scale beyond them. You'll determine where Cognition has the strongest opportunity to win, whether that's a specific industry, major account, use case, account cohort, technology environment, or strategic segment, and build the campaign strategy to go after it. This is broader than traditional ABM. You'll work across Product Marketing, Paid, Web, Field Marketing, Sales, RevOps, and other GTM teams to turn market opportunity into coordinated campaigns that generate qualified enterprise pipeline. This is a highly hands-on role. You'll build the strategy and execute it: identifying audiences and accounts, developing campaign concepts and offers, building vertical and account-based programs, launching tests, analyzing pipeline, and continuously improving how Cognition creates enterprise demand. ## What You'll Do **Build Cognition's Enterprise Demand Strategy** - Identify and prioritize the **verticals, major strategic accounts, account cohorts, use cases, and market opportunities** where Cognition has the strongest opportunity to win. - Build a deep understanding of Cognition's ICP, buying committees, intent signals, pain points, technical environments, buying triggers, and enterprise buying journeys. - Develop differentiated GTM motions for priority industries rather than applying a generic enterprise playbook across the market. - Understand the regulatory, technical, operational, and business considerations that shape buying behavior within key verticals. - Partner with Sales leadership to identify a focused set of **major accounts** that warrant bespoke 1:1 programs. - Determine when the right motion is a vertical campaign, strategic-account program, 1:few cluster, use-case campaign, or broader enterprise demand motion. - Continuously identify new pockets of opportunity as Cognition's product, customer base, and market evolve. **Build Vertical & Major-Account Plays** - Build repeatable demand programs for Cognition's highest-priority verticals. - Translate customer outcomes, industry dynamics, technical requirements, and buyer pain into vertical-specific campaigns, offers, proof points, and conversion experiences. - Own bespoke **1:1 programs for major strategic accounts**, working closely with Sales to understand the account, buying committee, current initiatives, internal priorities, and potential entry points. - Develop account-specific campaign concepts, offers, executive experiences, customer proof, and digital journeys designed to create engagement inside those accounts. - Build 1:few programs around clusters of similar accounts where a common industry, use case, technology environment, business problem, or buying trigger creates leverage. - Use vertical and account-level insight to identify the right mix of personalization and scalability. - Turn successful vertical and major-account motions into playbooks that can be replicated across adjacent accounts, segments, and markets. **Build and Run Enterprise Campaigns** - Own a continuous portfolio of campaigns targeted at Cognition's highest-value enterprise audiences. - Develop the campaign hypothesis: **who we're targeting, why they should care, why now, what we're offering, and how we'll reach them.** - Create integrated campaign plans across paid, web, content, field, direct outreach, customer proof, and other relevant channels. - Run campaigns across 1:1, 1:few, and 1:many account strategies. - Build campaigns around verticals, use cases, buyer pain points, competitive opportunities, customer outcomes, and strategic market moments. - Build repeatable campaign frameworks that allow winning motions to scale. - Move quickly from idea → campaign → pipeline → learning. **Turn Customer Proof Into Demand** - Work closely with Product Marketing, Sales, Account teams, and customer-facing teams to understand where Cognition is creating meaningful business outcomes. - Turn those outcomes into campaign ideas, account plays, proof points, vertical narratives, and enterprise stories. - Identify opportunities to replicate customer success across similar accounts, industries, and use cases. - Ensure customer proof is embedded wherever it can materially improve demand creation and conversion. - Build feedback loops that continuously turn customer adoption and outcomes into new demand motions. - Use major customer wins to open adjacent accounts within the same vertical or account cluster. **Orchestrate the Demand Engine** - Act as the campaign owner across Cognition's priority enterprise motions, including **vertical campaigns and major-account programs**. - Partner with Product Marketing to develop the industry narratives, customer proof, competitive positioning, and account-specific messaging required for each motion. - Partner with Paid Growth to determine how campaigns should be distributed and scaled across target audiences and accounts. - Partner with Web & CRO to build vertical-specific, campaign-specific, and account-specific digital experiences where appropriate. - Partner with Field Marketing and Events on executive programs, dinners, workshops, and experiences tied to priority verticals and major accounts. - Partner with Sales to align on target accounts, account strategy, buying signals, outreach, and follow-up. - Partner with RevOps to ensure campaigns are measurable from account engagement through opportunity creation and pipeline. - Keep cross-functional teams focused on the same target, campaign hypothesis, and business outcome. **Build a High-Velocity Testing Program** - Continuously test new enterprise audiences, verticals, account segments, messages, offers, channels, and campaign formats. - Build clear hypotheses and success criteria for each motion. - Test different approaches to vertical marketing, major-account engagement, personalization, and orchestration. - Scale campaigns that create meaningful pipeline and stop those that don't. - Identify which combinations of account, message, offer, and channel consistently produce the strongest opportunities. - Build institutional knowledge around how Cognition wins enterprise demand. **Build Repeatable Enterprise Plays** - Turn successful campaigns into repeatable GTM playbooks. - Develop motions around specific industries, major-account archetypes, use cases, buyer problems, competitive opportunities, and account segments. - Document what works without turning the organization into a process-heavy machine. - Make it increasingly easy for Cognition to enter a new segment, vertical, or account cluster and rapidly understand how to create pipeline there. - Build scalable frameworks for moving from a single successful account or customer outcome to broader market penetration. **Optimize for Enterprise Pipeline** - Measure success based on qualified enterprise pipeline and revenue impact. - Track performance by campaign, vertical, account, segment, audience, offer, and channel. - Use account-level engagement and pipeline data to continuously refine targeting and campaign strategy. - Understand which verticals and account cohorts are generating the strongest business outcomes. - Partner with RevOps to understand which programs are creating incremental opportunity—not merely generating activity. - Help determine where Cognition should invest its next dollar, next campaign, and next strategic motion. **Work AI-Natively** - Use AI aggressively for market research, account research, segmentation, campaign development, personalization, analysis, and execution. - Build workflows that allow enterprise campaigns to operate with exceptional speed and leverage. - Use AI to accelerate major-account research, buying committee analysis, vertical insight, and campaign development. - Continuously look for ways AI can fundamentally improve how account-based and enterprise demand generation is done. **What Success Looks Like** You'll know you're succeeding when: - Cognition has a consistent pipeline of high-quality enterprise campaigns in market. - Priority verticals have clear, differentiated demand strategies and repeatable GTM motions. - Major strategic accounts have thoughtful, coordinated programs that create meaningful engagement and opportunity. - We're systematically identifying and penetrating high-value account segments. - Winning campaigns become repeatable plays rather than one-off successes. - Customer outcomes are continuously being turned into new demand. - Sales and Marketing have a clear shared understanding of which verticals and accounts we're targeting and why. - We're learning quickly which combinations of audience, message, offer, and channel create pipeline. - Enterprise campaigns generate measurable qualified pipeline—not just engagement. - Cognition develops a repeatable advantage in how we create demand within strategic enterprise accounts and industries. **What We're Looking For** - 7+ years of experience in enterprise B2B demand generation, ABM, integrated campaigns, growth marketing, or GTM. - A track record of building campaigns that generated meaningful enterprise pipeline. - Experience developing and executing **vertical-specific GTM programs**. - Experience building **1:1 programs for major strategic accounts**, as well as 1:few and 1:many motions. - Deep understanding of complex B2B buying committees and enterprise sales cycles. - Strong campaign instincts: you know how to connect an audience, insight, message, offer, and distribution plan. - Strong analytical ability and comfort measuring performance at the account, vertical, and pipeline level. - Comfortable owning both **strategy and execution**. - Experience partnering closely with Sales, Product Marketing, RevOps, Paid, Field Marketing, and Web teams. - Strong understanding of how customer outcomes and proof can be turned into new demand. - A strong operator: you've built things from zero, scaled what worked, and killed what didn't. - Able to translate complex technical products into enterprise business outcomes. - Excited about AI and interested in using it to fundamentally change enterprise demand generation. # **The Ideal Candidate** You're not an ABM program manager. You're a builder who looks at the market and asks: **Where can we win, which accounts matter most, and what campaign will make that happen?** You can identify a vertical opportunity, build a repeatable campaign around it, and scale it across the market. You can also take a single major strategic account, understand its priorities and buying committee, and build a thoughtful 1:1 program designed to create real engagement and opportunity. You understand accounts and enterprise buying committees, but you don't confuse personalization with strategy. You can orchestrate multiple teams around a campaign, launch quickly, look at the pipeline data, and decide what to do next. Your goal isn't to create the most sophisticated ABM program. Your goal is to create enterprise pipeline. ## **Our Commitment** **Equal Opportunity.** Cognition is an equal opportunity employer. We do not discriminate on the basis of any protected characteristic under applicable law. We are committed to providing reasonable accommodations for candidates with disabilities throughout the hiring process - please let us know if you need any. Cognition also considers applicants with criminal histories consistent with the SF Fair Chance Ordinance and similar local laws. **Data Privacy and Arbitration:** By submitting your application, you agree to our [Global Applicant and Job Candidate Privacy Notice](https://cognition.com/documents/Cognition-Global-Applicant-and-Job-Candidate-Privacy-Notice.pdf). For US applicants, by submitting your application, you agree to the [Applicant Arbitration Agreement](https://cognition.com/documents/Cognition-Applicant-Arbitration-Agreement.pdf).