Emma Franks Nunez

Driving B2B Growth Through Account-Based Marketing

Overview

TAB Bank offers a suite of large-ticket B2B lending products tailored to specialized industries. As the Account-Based Marketing (ABM) Manager, I was responsible for creating and executing multi-channel marketing strategies to drive qualified leads and revenue for one of the bank’s highest-priority portfolios.

My Role

I led the full lifecycle of marketing campaigns supporting the bank’s working capital lending products for B2B companies. This incorporated everything from identifying growth opportunities and designing campaign strategies, to execution, optimization, and performance reporting. I worked closely with Sales leadership to align messaging, determine ideal customer personas, and ensure a seamless handoff of qualified leads.

What I Did

  • Analyzed historical data to identify which industries, geographies, referral sources, and customer types were most profitable and had highest close rates.
  • Developed targeted advertising and content strategies to reach high-value audiences across paid search, display, and social platforms, as well as specialized industry publications.
  • Created partner nurture workflows using email and remarketing to educate, build trust, and stay top-of-mind with existing and potential referral sources.
  • Collaborated with Sales reps and leadership to align on messaging, qualify leads, and identify the most profitable marketing channels and activities.
  • Initiated a CRM data clean-up to facilitate reliable automation after discovering a substantial segment with missing, duplicate, or invalid contact information.

Impact

  • Contributed to three consecutive years of B2B portfolio growth, including:
    • +167% year-over-year increase in marketing-sourced leads within the first 12 months
    • +135% increase in closed B2B deals in the first year
  • Strengthened alignment between Marketing and Sales, increasing trust and responsiveness to marketing-sourced leads
  • Elevated the visibility and ROI of marketing efforts with leadership by tying campaign metrics to revenue outcomes
  • Improved CRM data quality by conducting a cleanup to remove or merge over 10,000 invalid and duplicate records

Tools & Skills

  • Marketo and HubSpot (campaigns, workflows, reporting)
  • Google Ads, LinkedIn Ads
  • Google Analytics
  • CRM & pipeline management (Salesforce)
  • Sales enablement & cross-functional collaboration
  • B2B funnel strategy
  • Content strategy & paid media planning

More posts