In today’s rapidly evolving B2B landscape, Account-Based Experience (ABX) campaigns are emerging as a game-changer. ABX takes the principles of Account-Based Marketing (ABM) to the next level, focusing on creating personalized, seamless experiences for target accounts across all touchpoints.
Why ABX Matters
ABX is not just another marketing buzzword. It’s a strategic approach that treats each account as a market of one, addressing the limitations of traditional ABM practices . With 70% of marketers using ABM and 91% reporting larger deals as a result, it’s clear that account-based strategies work. However, the challenge lies in standing out in a crowded market and sustaining interest when only 5% of prospects are ready to buy at any given time.
Key Components of Modern ABX
- Data and Targeting: Leverage first-party data and integrate it with third-party sources to build a unified data strategy. This allows for precise targeting and the creation of marketable audiences based on firmographics, technographics, and intent signals.
- Orchestration: Implement multi-channel, multi-threading orchestration to reach buyers through various touchpoints. This ensures a cohesive experience from initial impression to account expansion.
- Content Personalization: Use AI-powered tools to create and atomize content at scale, tailoring messages to specific audiences and pain points.
- Continuous Optimization: Adopt an agile approach to ABX, regularly testing and refining your strategies based on performance data.
Innovative Channels for ABX
While traditional digital channels remain important, consider incorporating innovative approaches to stand out:
- Connected TV (CTV): Leverage CTV as a performance marketing channel for B2B. It offers precise targeting capabilities and can be an effective tool for both prospecting and retargeting. Few companies are using this strategy right now.
- Direct Mail: In a digital-first world, targeted direct mail can cut through the noise and make a lasting impression on key decision-makers.
- AI-Assisted Outreach: Utilize AI tools to enhance the relevancy and personalization of your outbound efforts, improving connection rates and reducing the number of touches needed to generate opportunities.
Measuring Success
To gauge the effectiveness of your ABX campaigns:
- We evaluate with the lens of a ‘Unified Funnel’ – building in the workflow of your Sales/SDRs one view of the pipeline which includes leads and contacts.
- Focus on pipeline contribution: Aim for a significant portion of your pipeline to come from ABX efforts. For example, some companies report up to 40% of their pipeline originating from outbound prospecting.
- Track engagement across the entire buyer’s journey: Don’t just measure conversions to demos. Instead, monitor how prospects engage with your content and messaging at various stages.
- Analyze cross-sell and upsell performance: ABX isn’t just for new business. Measure its impact on expanding relationships with existing customers.
Challenges and Considerations
As you implement ABX campaigns, be mindful of:
- Data quality: Ensure your data is clean and up-to-date to maximize the effectiveness of your targeting.
- Compliance and ethics: When using AI tools for outreach, consider the ethical implications and potential risks to your brand reputation.
- Team structure: Decide whether to build an in-house ABX team or partner with specialized agencies, considering factors like expertise, cost, and management overhead.
By embracing ABX campaigns, B2B marketers can create more engaging, personalized experiences for their target accounts. This approach not only drives better results but also positions your organization as a forward-thinking partner in your prospects’ success. As the B2B landscape continues to evolve, those who master ABX will be well-positioned to thrive in the years to come.