Ep. 460 | Leveraging Data for Effective ABM Strategy

OnBase: Smashing Sales and Marketing Misalignments

Episode Summary This episode of the Sunny Side Up podcast discusses strategies for unlocking B2B marketing growth through Account Based Experiences (ABX) with Jodi Lebow of Hexagon. Jodi shares her experience in B2B technology marketing and insights into how ABM strategies have evolved with the help of data and technology. She emphasizes the importance of remaining customer-centric and leveraging customer insights. Jodi also discusses challenges in aligning sales and marketing teams for ABX and strategies for success, including tailoring content, measuring the right metrics, testing and learning, and continuous optimization. She stresses the value of data-driven decision-making and ensuring roles for everyone on the ABM team through collaboration and communication.

About the guest

Jodi Lebow leads the Global Demand Center at Hexagon’s Asset Lifecycle Intelligence division. Her team focuses on brand & design, global campaigns, digital marketing, global events, and account-based marketing. Jodi is recognized as an experienced B2B marketing leader with vast experience in data-driven demand generation and account-based marketing (ABM) with a track record of creating strategic, integrated go-to-market strategies that generate pipeline, accelerate revenue creation, and enhance brand awareness.

Connect with Jodi Lebow

Key takeaways

- ABM strategies have evolved significantly with the help of data and technology.

- Remaining customer-centric and leveraging customer insights are essential for effective ABM.

- Aligning sales and marketing teams through collaboration, communication, and data is critical.

- Tailoring content and messaging based on customer segments drives better engagement.

- Focusing on the right metrics and continuous testing/optimization leads to improved results over time.

- Leveraging technology enables personalization, measurement, and scaling of ABM programs.

Quotes "It's a focus on customer needs over what we have to sell. So it's great that we have several solutions that I think this organization should or want or could need, but it's how do you make that pivot to really trying to understand more about your customers and prospects.”

⁠Connect with Jodi Lebow⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠