Hexagon: Elevating ABM with client-centric precision

Serving some of the world’s most complex and mission-critical industries – such as power grids, oil and gas facilities, and large-scale manufacturing – Hexagon’s marketing challenges are significant. They engage with a wide range of personas and buying groups within each organization, each with unique needs depending on where they sit in the asset lifecycle. That complexity makes ABM a strategic imperative.

When Jodi joined over four years ago, Hexagon had many of the right pieces in place, but lacked a unified, strategic approach. The brand’s legacy of excellence had become diluted due to name changes and acquisitions, and messaging had become overly product-focused, with competing campaigns targeting similar audiences without clear coordination.

“It should be about value-based messaging. It’s not up to our prospects to figure out what we sell and what can help them.”

Jodi shares how Hexagon has moved from fragmented efforts to a cohesive, global ABM strategy rooted in client needs and business impact. By focusing on strategic targeting, aligning internal teams, and using data and intent signals to prioritize engagement, Hexagon has redefined how it delivers value in the market.

Listen to hear how Hexagon is:

• Unifying fragmented efforts into a cohesive ABM strategy by aligning sales, product, and marketing teams around shared goals and a consistent brand narrative
• Eliminating messaging chaos by shifting from siloed product promotion to solution-focused storytelling that resonates with diverse buying groups
• Activating intent data and behavioral signals to precisely identify and engage accounts at the right moment, driving higher-quality conversations and opportunities
• Embedding ABM as a company-wide go-to-market philosophy, not just a marketing initiative – ensuring consistent execution across teams and regions.
• Moving from vanity metrics to meaningful outcomes, with a laser focus on pipeline influence, revenue impact, and long-term client value.