Shivani Bhasin

About Shivani Bhasin

Results-driven marketing leader with experience in strategic B2B and account-based…

Experience

1. Marketing Manager, Account Based & Vertical Marketing

   BT Group

   Apr 2021 — Present · Gurugram, IN

   ABM setup: Established and scaled the Account-Based Marketing program for BT’s Corporate & Public Sector segment, defining the process roadmap and strategic framework to engage high-value accounts. Strategic approach for B2B marketing based on account awareness, targeting best-fit accounts and cluster approach.Data-Driven Campaign Execution: Leading multi-channel, highly personalized ABM campaigns rooted in intent data and account intelligence, directly advancing the go-to-market agenda and accelerating pipeline growth.Commercial Collaboration: Working closely with commercial and base management leadership to define account selection criteria and set up the ABM orchestration framework.Campaign Analytics: Managing campaign analytics, ROI mapping, and root cause analysis to ensure measurable impact and implement corrective actions.Marketing Automation: Overseeing marketing automation for accounts, including nurture tracks, lead scoring, MQL to SQL model.Lead Management Transformation: Continuously optimizing the lead lifecycle process, improving inbound and outbound lead workflows on digital platforms, lead scoring, and nurture strategies improving sales alignment and pipeline efficiency.Vendor and Budget Management: Managing vendor relationships and budget allocations for the ABM span with surplus allocation and flow back to finance for net returns and margins.

Skills

• Competitive Analysis
• Qualitative Research
• Financial Analysis
• Team Management
• Quantitative Research
• Research
• Analysis
• Report Writing
• Data Analysis
• Quality Assurance
• Market Research
• Management Consulting
• Business Strategy
• Business Analysis