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