UK

United Kingdom · Marketing · Entry Level (0-2 years)

ABM Coordinator

Here is the whole job, in plain words. What it is, a real day, what you decide, how you're judged, how people get here and where they go next. Then the part no course gives you: twelve AI tutors who learn your work.

  • Experience bandEntry Level (0-2 years)
  • Direct reportsNo direct reports
  • Reports toABM Specialist
  • UK framework levelUsually someone starting out, or keeping a process running

Also advertised as Junior ABM Specialist · Marketing Operations Assistant (ABM) · Campaign Coordinator (Account-Based Marketing)

Built on an analysis of 43,079 real UK job descriptions · grounded in qualifications employers recognise

Start with a free Future Fluency check, tuned to ABM Coordinator

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1What this role really is

This isn't just about sending emails; it's about making sure our Account-Based Marketing (ABM) campaigns actually get off the ground. You'll be the person who makes sure the right accounts get the right messages at the right time. Think of it as being the engine room for our ABM team, making sure all the cogs turn smoothly. You'll learn the ins and outs of our marketing tech stack and how we target our biggest clients, which is pretty cool for an entry-level role, honestly. We're looking for someone keen to get stuck in and learn how to run campaigns that really matter.

2What you'd actually use

The tools this job runs on, and how well you'd need to know each one.

Salesforce (Sales Cloud)Basic

Looking up account and contact information, updating campaign member statuses, running pre-built reports.

HubSpot / Marketo (or similar Marketing Automation)Basic

Uploading email content, building simple smart lists, checking campaign performance metrics.

6sense / Demandbase (or similar ABM Platform)Basic

Building target audiences from existing templates, pulling basic engagement reports, uploading ad creatives.

ZoomInfo / LinkedIn Sales NavigatorBasic

Researching individual contacts, pulling basic company lists based on firmographic criteria.

Microsoft Excel / Google SheetsIntermediate

Cleaning and formatting data lists, simple sorting and filtering, basic formula use (e.g., VLOOKUP for data matching).

3What you get to decide, and how that grows

Power in a job isn't your title. It's what you're allowed to decide. Here's how it grows as you move up.

The choiceComing inWhere you are nowThe step above
Campaign Setup & ConfigurationExecutes based on detailed instructions; seeks approval for any deviation or uncertainty.Independently configures standard campaigns; consults on complex integrations or new features.Designs and implements complex multi-channel campaigns; defines best practices and templates for the team.
Target Account List ManagementBuilds lists following strict ICP criteria and templates; requires review before use.Refines and segments lists based on intent data; proposes adjustments to ICP criteria.Defines and optimises the ICP and account tiering strategy for a segment or program.
Data Quality & CRM UpdatesPerforms routine data entry and updates, escalating any discrepancies.Identifies and resolves data inconsistencies; proposes minor process improvements for data hygiene.Establishes data governance standards and processes; audits data quality across platforms.
Budget Allocation (Operational)No authority. Reports any potential overspends on campaign tools or resources.Proposes minor adjustments to campaign spend within pre-approved limits (e.g., £1K-£5K).Manages programme-level budgets up to £50K, making allocation decisions within that scope.

4How you'll be judged

The scoreboard, honestly: the hard targets, how often each one is actually looked at, and the quiet human signals that never make it onto a dashboard.

List Accuracy
The percentage of contacts or accounts in your lists that are correct and up-to-date.
Target · >98% accuracy

If you upload a list of 100 contacts, we'd expect no more than 2 to have incorrect details, like old job titles or wrong company names.

On-Time Campaign Launch Rate
How often campaigns you're responsible for setting up launch by their agreed deadline.
Target · 100% on-time

If a campaign is meant to go live on Tuesday morning, it should be live then, not Wednesday. Missing deadlines means missing opportunities.

Data Entry & CRM Update Accuracy
The correctness of the data you enter into our CRM and other marketing platforms.
Target · >99% accuracy

Making sure a contact's 'Marketing Qualified Account' status is updated correctly in Salesforce, or that a campaign member is assigned to the right sales play.

Email Engagement Rates (for campaigns you support)
The open and click-through rates for emails within the specific ABM campaigns you've helped to set up.
Target · Achieve team benchmark (e.g., >20% open, >2% CTR)

If a campaign's emails are performing well, it means your setup was correct and the right audience received the message. You'll learn to spot what's working.

Proactive Learning & Initiative
How much you actively seek to understand new tools, processes, and the 'why' behind tasks, rather than just waiting for instructions.
  • You're asking thoughtful questions during check-ins, suggesting small improvements to processes, or taking online courses in your own time. You're not afraid to try and figure things out before asking for help.
Responsiveness & Communication
How quickly and clearly you respond to requests from the ABM team and sales, and how well you communicate any potential blockers.
  • You acknowledge requests promptly, provide realistic timelines, and flag issues before they become problems. You're easy to work with, honestly.
Quality of Documentation & Process Adherence
How well you follow existing documentation and contribute to keeping it up-to-date for your tasks.
  • Your work consistently follows our established guidelines. You might even spot a small error in a process document and suggest a fix, which is always appreciated.
Team Collaboration & Support
Your willingness to jump in and help other team members when needed, and how well you fit into the team dynamic.
  • You offer to assist colleagues with routine tasks, share what you've learned, and generally contribute to a positive team atmosphere. We're a small team, so everyone pulls their weight.

5Would you like it

The honest version. What people enjoy, and what grinds them down.

What people enjoy
Mastering New Tools & Systems

You'll spend a lot of time learning how to use platforms like 6sense, Marketo, and Salesforce. This means watching tutorials, trying things out, and getting comfortable with complex interfaces.

Successfully setting up your first multi-channel campaign in the ABM platform, from audience selection to asset upload, all by yourself, feels like a real win.

Supporting a High-Performing Team

Your work directly enables the ABM Specialists and Managers to focus on strategy, knowing that the foundational tasks are handled reliably. You're an essential cog in the machine.

Getting a 'thank you' from an ABM Specialist because the list you prepared was perfect, saving them loads of time before a big campaign launch.

Seeing Tangible Campaign Execution

You'll be involved in the actual nuts and bolts of launching campaigns—seeing emails go out, ads appear, and reports come in. Your work isn't abstract; it's about making things happen.

Watching the live campaign dashboard and seeing the initial engagement numbers come in for a campaign you helped set up, knowing your effort contributed.

What frustrates people
  • Dealing with messy or incomplete data that needs a lot of manual cleaning before you can use it.
  • Learning a new system only for it to be updated or changed, meaning you have to re-learn parts of it.
  • Getting conflicting instructions from different team members, making it hard to know the 'right' way to do something.
  • Feeling like you're just executing tasks without fully understanding the bigger strategic picture (though we'll try to explain it!).
What this role does not give you
  • High-level strategic decision-making on day one.
  • A role where you're constantly presenting to senior leadership.
  • Complete autonomy over campaign budgets or direction.
  • A 'set it and forget it' kind of job; there's always something to check or update.

6Who you work with

Your main impact is ensuring the smooth, accurate, and timely execution of ABM campaigns. Get it right, and our sales teams have the right 'air cover' and content for their target accounts. Get it wrong, and we could miss opportunities or, frankly, look a bit disorganised to high-value prospects. You're helping us build a strong foundation for future revenue.

Inside the business
  • ABM Team (Specialists, Managers)
  • Sales Development Representatives (SDRs)
  • Marketing Operations Team
  • Content Marketing Team
Outside the business
  • Marketing platform support teams (occasionally for basic queries)

7What you need before you start

Not a wish list. The things you would be expected to already have.

  • A-Levels (or equivalent vocational qualification) demonstrating strong communication and logical reasoning skills.
  • Demonstrable experience (0-2 years) in an office environment, ideally in a marketing, sales support, or administrative role, where attention to detail was key.
  • Proficiency with standard office software (e.g., Microsoft Office Suite, Google Workspace), especially spreadsheets.
  • A genuine interest in a career in marketing, particularly B2B or Account-Based Marketing.
  • The ability to work effectively in a team, taking direction and contributing positively.

8What to practise next

Where the job is going, and what to do about it starting this week.

Basic Data Analysis with AI

AI tools are becoming increasingly capable of helping with basic data interpretation. Instead of just pulling reports, you'll start to ask the data simple questions with AI's help.

Asking Data Questions · Interpreting Simple Visualisations

  • This week: Use an AI tool (like ChatGPT's data analysis feature) to upload a small, anonymised dataset and ask it simple questions.
  • This month: Work with your ABM Specialist to identify one recurring report where AI could help summarise key trends.
  • Month 2: Learn how to export data from our ABM platforms in a format suitable for AI analysis.
  • Month 3: Present a simple AI-generated summary of campaign performance to your team.

Quick win: Use AI to help you understand complex data terms or statistical concepts you encounter in reports. It's a great learning aid.

Platform Configuration & Troubleshooting (Basic)

As you become more familiar with our tools, you'll naturally start to understand how they're configured and how to spot common issues. This reduces reliance on senior team members for every small problem.

System Logic · Error Identification

  • This week: Pay close attention when your ABM Specialist troubleshoots an issue; ask them to explain their steps.
  • This month: Try to diagnose a minor issue (e.g., an email not sending to one contact) using platform documentation before asking for help.
  • Month 2: Learn how to use the 'test' or 'preview' functions in our platforms to catch errors before launch.
  • Month 3: Take an online course on the basics of one of our core platforms (e.g., HubSpot Academy).

Quick win: Familiarise yourself with the 'help' sections and knowledge bases of our main marketing platforms. They're often full of useful troubleshooting guides.

9Staying current once you are in

What people here do to keep up
  • Completing internal training modules on our core ABM platforms (6sense, Marketo, Salesforce).
  • Attending webinars or online courses on ABM best practices and B2B marketing trends.
  • Shadowing an ABM Specialist or SDR to understand their day-to-day challenges and how your work supports them.
  • Reading industry blogs and newsletters to stay up-to-date on the latest in ABM and marketing tech.

10How the AI economy is changing work like this

Before we ask anything of you, here's what we can already say about AI and work of this kind:

The new skill this role is being asked for: AI-Assisted Content Creation (Basic Prompting)

Generative AI is making it incredibly fast to draft initial content. If you can use it well, you'll be able to support more campaigns and free up time for more interesting work. It's already here, not really 'future'.

We'll only ever tell you what we can actually back up. No hype, no scare tactics.

The rising capability

Zavmo analysis

What's rising in its place

This is where the work is heading, and the higher pay with it. Get fluent here and the shift stops being a threat and starts being your edge.

AI-Assisted Content Creation (Basic Prompting)

Generative AI is making it incredibly fast to draft initial content. If you can use it well, you'll be able to support more campaigns and free up time for more interesting work. It's already here, not really 'future'.

  • Clear Prompting
  • Context & Tone
  • Output Validation

What you’ll use

Skills this role draws on

Technical

  • Account-Based Marketing (ABM) Concepts
  • CRM Fundamentals
  • Marketing Automation Basics
  • Data Accuracy & Hygiene
  • Campaign Execution Support

The pathway

How you actually get there, here

How you become one varies far more by country than what one does. This is the UK route. Most people take one of these ways in; the right one depends on where you're starting from.

  1. 1

    Marketing Intern / Assistant

    6-18 months

    Skills to master

    • Basic campaign support, data entry, content management, understanding marketing fundamentals.

    You're ready to move on when

    • Consistently accurate and timely completion of assigned tasks.
    • Proactive in learning new marketing tools and processes.
    • Strong organisational skills and attention to detail demonstrated in previous roles.
  2. 2

    Sales Development Representative (SDR)

    1-2 years

    Skills to master

    • Understanding the sales process, prospecting, basic CRM use, communication with prospects, lead qualification.

    You're ready to move on when

    • A clear understanding of the challenges facing the sales team and how marketing can help.
    • Experience with CRM systems and sales engagement tools.
    • Ability to articulate value propositions and understand customer pain points.
  3. 3

    Administrative Assistant / Data Entry Clerk

    1-3 years

    Skills to master

    • High accuracy in data management, meticulous organisation, process adherence, proficiency with spreadsheets and databases.

    You're ready to move on when

    • Exceptional attention to detail and a low error rate in data-intensive tasks.
    • Proven ability to follow complex instructions and maintain organised records.
    • A keen interest in transitioning into a marketing-specific role.

11Where this role leads

The long view:This ABM Coordinator role is a fantastic starting point for a career in modern marketing. You'll get hands-on experience with cutting-edge tools and strategies, setting you up for significant growth within our organisation or elsewhere. We're investing in you, and we expect you to invest in your own learning and development.

Pay & demand

Pay and demand for this role will appear here, each figure traced to a named authoritative source (e.g. the ONS Annual Survey of Hours and Earnings, under the Open Government Licence). We don’t show numbers we can’t attribute.

The ten Future Fluencies

Zavmo analysis

The credential is what you can do today. These are what keep you valuable.

A qualification proves you can do the job as it's defined today. These ten are what decide whether you're still the obvious person for it in five years. They're the capabilities employers are now writing into senior roles faster than people are learning them. Zavmo weaves them through whatever you study, so you come out with both: the credential and the fluency.

The highlighted ones are the Fluencies your role leans on hardest, from how ABM Coordinator is actually changing. In about two minutes, the free confidence check asks where you stand on each of the ten. That's the whole check, and it's what makes the plan yours rather than generic.

Where it leads

Roles this leads to

The record names a next step, but the catalogue has no page for it yet:

  • ABM Specialist (Level 2)

12The team that's yours

No two people are taught the same way. This is one-to-one, not one-to-many.

Zavmo is a hyper-personalised AI learning platform. Twelve virtual tutors, each with a different way of teaching, and one orchestration agent that picks the right one for the moment. So every single lesson is shaped around you, your role, and the way you learn. Not a course everyone sits through. A conversation built for you, and no one else.

…and nine more, matched to you after your first chat. Meet all twelve

Start free and meet yours

13What it feels like

A conversation, not a course

Because your tutor knows your role, your projects and your last session, learning sounds like this. And it's different for every single person:

Developing a Marketing CampaignLevel 3

Applied to your work in ABM Coordinator

This unit aims to equip learners with the knowledge and skills to develop a comprehensive marketing campaign. Learners will understand marketing principles, analyse target markets, develop objectives and strategies, select appropriate channels, create materials, and plan, manage, and evaluate the campaign's effectiveness.

How the thinking builds
  1. Remember
  2. Understand
  3. Apply
  4. Analyse
  5. Evaluate
  6. Create
An illustration of a Zavmo lesson, built from this role’s own route. The unit, its objective and every criterion above are the awarding body’s own words, not an example.

One to one, not one to many

No two people run this the same way

A course is written once and handed to everyone. This is assembled around you, and keeps changing as it learns you. Five things it reads, and what each one changes.

  1. Your actual work Every lesson is taught against a live piece of your own work, not a worked example from a textbook.
  2. What you already know The first conversation finds your starting point, so you skip what you can already do and spend the time on what you cannot.
  3. The conditions you learn under Not a learning-styles quiz. The evidence does not support those. The dimensions the research does back, read once and used to shape the plan.
  4. How far you got last time It picks up mid-thought. The tutor knows what you said, what you struggled with, and what it asked you to try.
  5. Which tutor suits the moment Twelve of them, each for a different kind of thinking. The one who walks you through a first idea is not the one who stress-tests it.

See how you learn, free. Eight questions, no sign-up. A directional taster; the diagnostic inside Zavmo goes deeper and keeps adapting.

DemonstrateIllustration

Evidenced on your work in ABM Coordinator

You do not finish by watching something. You finish by showing it on the work you already do, against the measures this job is judged on.

  • List AccuracyThe percentage of contacts or accounts in your lists that are correct and up-to-date.If you upload a list of 100 contacts, we'd expect no more than 2 to have incorrect details, like old job titles or wrong company names.>98% accuracy
  • On-Time Campaign Launch RateHow often campaigns you're responsible for setting up launch by their agreed deadline.If a campaign is meant to go live on Tuesday morning, it should be live then, not Wednesday. Missing deadlines means missing opportunities.100% on-time
  • Data Entry & CRM Update AccuracyThe correctness of the data you enter into our CRM and other marketing platforms.Making sure a contact's 'Marketing Qualified Account' status is updated correctly in Salesforce, or that a campaign member is assigned to the right sales play.>99% accuracy
  • Email Engagement Rates (for campaigns you support)The open and click-through rates for emails within the specific ABM campaigns you've helped to set up.If a campaign's emails are performing well, it means your setup was correct and the right audience received the message. You'll learn to spot what's working.Achieve team benchmark (e.g., >20% open, >2% CTR)
These are this job's own measures, with its own targets. Nothing is marked evidenced, because nobody has started this yet. Yours would fill in from the work you bring.

Your passport

This isn't a certificate you file away. It's a passport to the life you're designing.

Every credit you earn and every fluency you build adds up: evidence where it counts, carried with you. Zavmo keeps the map: where you are, where you're heading, and the next step, at your pace, around your life. From ABM Coordinator to ABM Specialist (Level 2), and whatever you decide comes after.

Level 2 · in progressAI Fluency→ ABM Specialist (Level 2)→ your design
Where this takes you

This ABM Coordinator role is a fantastic starting point for a career in modern marketing. You'll get hands-on experience with cutting-edge tools and strategies, setting you up for significant growth within our organisation or elsewhere. We're investing in you, and we expect you to invest in your own learning and development.

See Your Progress GrowIllustration
ABM Coordinator
  • Account-Based Marketing (ABM) Concepts
  • CRM Fundamentals
  • Marketing Automation Basics
  • Data Accuracy & Hygiene
  • Campaign Execution Support
This is your Mind Palace on learn.zavmo.ai. Every skill above comes from this role's own record, not an example borrowed from another job. A node lights up when you evidence it, and what you build stays yours between jobs. That is the part a course cannot do.

14The detail, folded away

Everything else the record holds

The career branches in full, how AI is already showing up in the day-to-day, and the questions people ask about this job. Here when you want them, out of the way while you decide.

Where it leads next, rung by rung

Where it leads

The career path, and where it branches

ABM Coordinator is a start, not a ceiling. Each step below asks for new skills and hands back more autonomy.

  1. ABM Specialist (Level 2)

    2-3 years

    From executing tasks to owning end-to-end campaign execution for 1:many or simple 1:few programmes.

    • Designing multi-channel campaign flows within platforms.
    • Developing basic lead scoring models.
    • Optimising campaign performance based on data insights.
    • Informal mentoring of new joiners.
Working with AI on the job

Working with AI

Where AI is starting to help

Imagine getting through your routine tasks quicker, leaving more time for learning the cool stuff. That's exactly what AI can do for an ABM Coordinator. It's not about replacing you; it's about making your job easier and more efficient, letting you focus on the more interesting parts of marketing.

The truth is, a lot of the initial legwork in ABM – the list building, the basic content drafts, the data cleaning – can be sped up significantly with smart AI tools. You'll still be in control, but you'll have a super-assistant helping you get things done. We're building an AI Productivity Hub to show you exactly how.

Basic Content Drafting

Use generative AI to quickly draft initial versions of simple email subject lines, social media posts for specific accounts, or even short intro paragraphs for sales outreach. You'll provide the key points, and the AI will give you a starting point, saving you from staring at a blank screen.

Data Cleaning & Validation

Feed messy contact lists into AI tools that can spot duplicate entries, standardise formatting, or even flag potentially outdated information. This means less manual spreadsheet work for you and cleaner data for our campaigns.

Research Summaries

When you need to quickly understand a target account's industry or recent news, AI can summarise articles, company reports, or competitor analysis. It's like having a research assistant who can read a lot faster than you can.

Simple Report Generation

Instead of manually pulling numbers into a spreadsheet, use AI-powered tools to generate quick summaries of campaign performance, highlighting key metrics like open rates or website visits based on raw data inputs. It's a great way to get a first pass at your weekly updates.

Common questions

Common questions

How do you become an ABM Coordinator?

Common routes in include Marketing Intern / Assistant (6-18 months), Sales Development Representative (SDR) (1-2 years) and Administrative Assistant / Data Entry Clerk (1-3 years). Times vary with prior experience.

Where can an ABM Coordinator progress to?

This role can lead on to ABM Specialist (Level 2) (2-3 years), depending on the skills you build.

What level is an ABM Coordinator in the UK?

This role aligns to RQF Level 2 on the UK framework, a guide to the depth of qualification it maps to, not a hard entry bar.

What new skills matter most for an ABM Coordinator?

Increasingly, AI-Assisted Content Creation (Basic Prompting). These are the areas where the higher-paid, future-proof work is heading.

The honest bit

You’ve started things before

Most of them were built for a room full of people who aren’t you. A cohort moves on whether or not your week allowed it, and by the third week the thing you’re behind on becomes the reason you stop opening it.

There’s no cohort here, and no timetable to fall behind. Before anything starts, Zavmo asks when you’re sharpest and how long you can realistically sit down for, then builds the sessions around those answers. A bad fortnight changes your pace. It doesn’t put you behind.

And you only pay once you start learning. Searching and planning are free, and you can cancel any time — so the cost of finding out is an afternoon, not a year.

What it costs

Less than one coaching session. Every month.

A single career-coaching hour costs more than a month of this, and it ends when the hour does. Zavmo doesn't. It's £70 a month, about £2.30 a day, for a companion that knows an ABM Coordinator, works on the job you actually do, and keeps going at your pace rather than a timetable's.

  • Searching and planning stay free. You only pay when you start learning.
  • Your credits are yours. Regulated, and they don't vanish when a subscription ends.
  • Cancel any time and billing stops. No notice period, no minimum term.

Your path, personalised

You have the map. Walking it is the part we do together.

This route runs to 5 national skill standards. That is a real journey.

Zavmo shapes a learning experience as unique as you are. It fits how you learn, your pace and the work you already do. Every step stays benchmarked to recognised national standards. That’s the plan for becoming an ABM Coordinator: personal to you, and it still counts. The first steps are free.

Independent research finds well-designed intelligent tutoring performs nearly as well as one-to-one human tutoring: VanLehn (2011), Educational Psychologist.

A private tutor in the UK averages £35–40 an hour . Zavmo is £70/month.

A real plan on learn.zavmo.ai: Ofqual-regulated units, credits, and a three-month run at your own pace.
Start free No commitment. See your first steps free.

15Where to go from here

Other roles at Level 2

Same depth of qualification, different job. Useful if the work appeals but this particular role does not.

Other roles in Marketing

Stay in the field you know and move sideways rather than up.

If you leave this industry

The skills you'll gain in ABM – understanding customer journeys, using marketing tech, and working closely with sales – are highly transferable across almost any B2B industry, from technology to financial services or manufacturing. ABM is a growing discipline, so your expertise will be in demand.

Not sure this is the right direction?

Work out what you actually want from work first, then come back and see which roles fit it. Takes about ten minutes.

This role profile is © 2026Growth Engineering Technologies Ltd. Built from UK occupational standards and regulated qualification data, and written for Zavmo.

You're not behind. You're right on time. The shift is only just beginning. Your role won't look the same in two years. Be the one who leads the change, not the one it happens to. Build my plan, free Here's the first ten minutes: a 2-minute confidence check → your personalised roadmap → meet the tutors matched to you. No card, cancel any time. No card. Build your plan, see your roadmap and meet the twelve tutors matched to you. All free. When you're ready to start learning, it's £70 a month, billed monthly. Cancel any time and billing stops.