How ABM gave Verizon a strategy for its new ‘growth engine’
With a new challenge to grow a specialist business area, the communications giant turned to account-based marketing to power growth through global system integrators.
When Verizon’s business transformation programme identified system integrator relationships as a key growth engine, the challenge was laid down to create a marketing proposition from scratch. A marketing strategy was required with a laser focus on 15 to 20 key partners.
In this video interview, Verizon Business’s EMEA head of field marketing, Rob Reynolds, explains why account-based marketing was the right way to help sales colleagues achieve their objectives – using the foundations of the right value proposition, account intelligence and targeting.
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