Product Marketing Manager: ICP & Market Analytics

Position Overview

At Qualtrics we create software the world’s best brands use to deliver exceptional frontline experiences. As a Product Marketing Manager: ICP & Analytics on the Market Intelligence team, you will define and refine our Ideal Customer Profiles (ICPs) and buyer personas. Working cross-functionally with sales, marketing, product, and revenue operations, you’ll turn data into actionable insights that shape our go-to-market strategy and drive measurable business impact.

Key Responsibilities

• Define and continuously refine Qualtrics’ Ideal Customer Profiles and buyer personas using market research and CRM data.
• Drive improvements to account and lead scoring models in collaboration with marketing and revenue operations.
• Serve as the central point of contact for ICP insights, regularly updating and training sales, marketing, product, and customer success teams.
• Monitor key metrics such as lead quality, conversion rates, and customer lifetime value to identify improvement opportunities.
• Conduct primary market research and track industry trends to ensure our ICPs evolve with changing customer needs and competitive landscape.

Required Qualifications

• Proven success in defining and managing ideal customer profiles or buyer personas in a B2B SaaS context.
• Strong experience turning CRM and marketing automation data (e.g., Salesforce, Marketo) into actionable strategies.
• Demonstrated ability to work cross-functionally and influence without direct authority.
• 7+ years of experience in product marketing, market analysis, sales operations, or related roles.
• Bachelor’s degree in Business, Marketing, or a related field.

Preferred Qualifications

• Advanced business education (MBA or similar) is a plus.
• Experience with advanced data analytics and marketing automation platforms.
• Proven leadership in driving cross-functional initiatives within fast-paced environments.

Benefits & Perks

• Comprehensive health, dental, and vision insurance plans.
• Generous PTO, flexible work policies, and the innovative Qualtrics Hybrid Work Model (in-office three days a week).
• Employee stock purchase plan, 401(k) matching along with potential sign-on bonus and restricted stock units.
• Access to ongoing learning programs including mentorship and training workshops.
• Base Pay Range: $133,000—$191,000 USD (Washington State Annual Pay Transparency Range).