Driving Global Demand Generation with Data, ABM, and AI: A Conversation with Mariie Vélez

Mariie Vélez, Global Demand Generation and ABM Manager at Thales Cybersecurity Products, has spent over a decade shaping marketing strategies that bridge creativity, data, and measurable revenue impact. From her early days in agency life to leading global campaigns in B2B tech, she has built a career defined by adaptability, alignment, and results.

Speaking three languages, Mariie brings a unique global perspective to her work. “Language has been a huge advantage in connecting with diverse markets and tailoring campaigns that resonate locally,” she shares. Her ability to adapt across LATAM, Europe, APAC, and North America stems from a simple yet powerful approach: start with a global campaign framework and then localize with regional nuance. “The key is balancing shared KPIs with local flexibility,” she explains. In one campaign, her team borrowed a winning format from AMER, localized it for LATAM, and reduced cost per lead by nearly 30%.

For Mariie, true demand generation starts with value. “If the offer isn’t strong enough to stop your audience in their tracks, no amount of personalization or budget can save it,” she says. She emphasizes building campaigns around a single high-value asset or experience, mapping the entire buyer journey, and ensuring sales readiness before launch. “Without sales alignment, even the best offer dies in the funnel.”

Her passion for data is clear—whether A/B testing or tracking funnel metrics from MQA to opportunity. She views measurement not as reporting, but as a learning tool to refine strategy and replicate wins across regions.

ABM is another cornerstone of her playbook. Mariie highlights the importance of aligning with sales on account selection, orchestrating connected touches across paid, content, and outreach, and focusing personalization where it matters most. Her ABM pilots have delivered 3x higher average deal size compared to inbound, proving the power of precision marketing.

Looking ahead, Mariie sees AI as a key accelerator. From generating localized copy to analyzing campaign performance faster, AI helps her scale execution without sacrificing creativity or relevance. “I don’t ask AI to set strategy—I use it to speed up the journey from idea to impact.”

👉 Explore more insights in our full interview with Mariie Vélez