B2B sales and marketing is moving towards ABM (account-based marketing) and the even more advanced ABX (account-based experience) as their go-to revenue-driving strategy. Learn more about how to plan, implement and measure ABM/ABX campaigns in our first Martech Chat.
December 8, 2023 – Marketing leaders Jordan Liebman of BlueJeans by Verizon and Laura Stevenson of Ascend Marketing discussed their recent campaign collaboration—which included ABM and ABX to achieve key business goals. Hear how developing more personalized, highly targeted conversations between the BlueJeans brand, prospective customers and sales leaders resulted in improved sales enablement and performance.
Laura has more than 25 years of experience in the advertising and marketing field, including corporate roles at Verizon, and has partnered with a diverse set of companies, including Nissan, Verizon, BlueJeans by Verizon, Alkami and SAP. Her primary focus is helping clients with journey and ABX demand generation strategies, including content to support the appropriate sales funnel and customer stages. She is especially adept in working across various company resources, plus staying on top of the latest tools, technologies, and industry best practices to attain next-level marketing effectiveness.
Jordan is an ex-creative agency leader turned brand leader who now serves as the Global Head of Brand Marketing and Demand Generation for BlueJeans by Verizon. In his role, Jordan oversees all lead generation and brand awareness/engagement activity for the $250M product portfolio. Before BlueJeans, Jordan led consumer wireless creative marketing for Verizon, in which he oversaw brand strategy for the company’s holiday campaign and brand partnerships with the NBA, NFL, Disney, Apple, and various other content partners.
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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