Martech Chats Series | Session Recap

ABM/ABX: Real-World Insights

December 8, 2023 – Jordan Liebman, Vice President, Global Brand Marketing and Demand Generation for BlueJeans by Verizon and Laura Stevenson, Customer Experience and Communications Account Lead for Ascend Marketing, discussed the role of ABM (Account-Based Marketing) and ABX (Account-Based Experience) in their recent campaign collaboration.

Laura delved into the nuances of refining brand image and shifting towards performance marketing. She highlighted the integration of brand and performance marketing, a strategy that transitioned the business from a broad approach to a more targeted, one-to-one marketing strategy.

Jordan focused on the key business objectives of accelerating the marketing and sales funnel and enhancing customer engagement. He emphasized the significance of nurturing leads to a point where they are deeply engaged, highly receptive, and purchase-ready, which drives greater sales enablement.

Featured Experts

Laura Stevenson

Laura Stevenson

Account Lead, Customer Experience and Communications

Ascend marketing

Jordan Liebman

Jordan Liebman

Vice President, Global Brand Marketing and Demand Generation

BlueJeans by Verizon

Key Insights Included:

Core Strategies and Implementation of ABM/ABX

  • Data Management and Quality: Laura and Jordan both stressed the importance of data quality and organizational alignment and readiness to support a new strategy.
  • ABM and ABX Hybrid Approach: The BlueJeans and Ascend Marketing teams took a hybrid approach to the overall campaign, focusing on marketing to qualified accounts and creating a tiered account list for different market segments.
  • Collaborative Sales Strategy: Keeping the campaign on track throughout every phase was essential to its success. Both teams stayed in close communication throughout the campaign, holding regular performance reviews and leveraging real-time data for dynamic account prioritization. This drove more immediate signs of achievement.

Challenges and Adaptive Solutions

  • Flexibility and Adaptability: Expecting the unexpected and adapting to surprises or hurdles was key to keeping the campaign on course and was vital to its success.
  • Technology Integration Challenges: Utilizing multiple platforms to generate enhanced data insights was crucial for the campaign’s highly-targeted marketing efforts—it was what powered the greater personalization of marketing touchpoints. One significant challenge was ensuring the seamless integration of various platforms and maintaining data integrity.

Results and Impact

  • Performance Metrics: The campaign achieved significant improvements in MQL (Marketing Qualified Lead) performance and conversion rates.
  • Accurate and Actionable Data: For the first time, marketing and sales had data they could trust and the ability to leverage it to target prospects more effectively.
  • Improved Sales Enablement and Performance: ABM drove greater sales opportunity performance and higher overall revenue performance.

Expert Tips for Launching Successful ABM/ABX Campaigns

  • Don’t wait to get organizational support—make sure to get alignment and advocacy from leadership all the way down to the front line as early as possible.
  • Ensure awareness and understanding of KPIs and differences in how executives and sales team leaders define a QL (Qualified Lead) and an MQL—and how each group measures the marketing efforts.
  • Commit to full immersion in the tools, know how to leverage the platforms, and understand all of the data they make available to run a truly successful campaign.
  • Emphasize the importance of agility and collaboration in cross-functional teams. Keep in constant communication and be sure to report out campaign progress and signs of success quickly and regularly across the organization.

Throughout the Martech Chat, Jordan and Laura shared real-world experience with ABM and ABX strategy and implementation with an approach that can be applied to organizations of any size or type. Their valuable insights included the importance of building a comprehensive campaign that involves close collaboration between sales, marketing and technology teams to drive success.

Stay tuned for more expert discussions and insights in upcoming Martechify events!

Watch the Recording

For more insights and takeaways from the session, watch the full recording here:

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