ABX (Account-Based Experience) integration refers to the process of incorporating cross-functional, Account based strategies and tools into existing marketing and sales systems to create a unified, personalized experience for target accounts across both sides of the traditional funnel (or bowtie). This approach involves all cross functional team members – Sales, xDR function, Marketing, Customer Experience.
Here are some key aspects of ABX integration:
Best Practices for Unified ABX
- Build a Unified Account Dataset
- Use Salesforce as backbone, enriched by ZoomInfo/Clay
- Ensure consistent data across all platforms
- Maintain clear Ideal Customer Profile (ICP) criteria
- Identify and Prioritize Target Accounts with AI
- Use 6sense/Demandbase predictive models
- Create account tiers based on fit and intent
- Implement MQA (Marketing Qualified Account) framework
- Orchestrate Multi-Channel Engagement
- Coordinate campaigns across email, ads, website, sales
- Align content to buyer journey stage
- Hold weekly “Next Best Action” meetings
- Personalize Content at Scale
- Create personalization matrix by industry/persona
- Tailor messages based on intent and engagement signals
- Adjust content dynamically as accounts progress
- Align Sales and Marketing Actions
- Make ABX insights visible to sales in CRM
- Coordinate outreach timing across channels
- Create feedback loops for continuous improvement
- Measure and Iterate
- Track both leading (engagement) and lagging (revenue) indicators
- Monitor account engagement scores over time
- Hold regular ABX review meetings to optimize strategy
Core Capabilities by Platform
| Platform | Data Management | Analytics | Automation | Personalization | Key Integrations |
| 6sense | Unifies data from multiple sources (web behavior, CRM, intent). Captures “dark funnel” signals and maps to accounts. | AI-driven intent analysis and predictive scoring. Determines buying stage in real-time. Identifies high-fit accounts. | Automatically segments accounts by intent. “Conversational Email” for AI-driven outreach. Triggers sales plays based on account status. | Tailors content based on known interests. Guides when/how to personalize outreach. AI-crafted email content for each buyer. | Salesforce, Marketo, LinkedIn Ads, Sales engagement tools (Outreach, Salesloft), Content platforms |
| Demandbase | Creates “account intelligence” layer by combining first-party data with third-party data. Maintains account profiles with attributes and intent. | Account-based analytics dashboards. DemandGraph intent data. Account Engagement Score. Pipeline Predict composite scoring. | Orchestrates multi-channel campaigns. Automated playbooks coordinate marketing/sales. Ad targeting across channels. Real-time alerts. | Website personalization by company. Tailors ads/emails for different segments. Account-specific landing pages. Rule-based personalization. | Salesforce, Adobe Marketing Cloud, Eloqua, Outreach/Salesloft, LinkedIn Ads, Web analytics tools |
| ZoomInfo | B2B data provider for enrichment. Maintains database of company/contact information. Provides firmographics, technographics, and contact details. | MarketingOS platform for engagement tracking. Intent data analytics to show surging accounts. Website visitor tracking. | Workflows feature for triggers/actions. Engage tool for sales automation. MarketingOS for ad campaign automation. Insight-driven orchestration. | Enriches data for personalization. Provides context for tailored messages. “Scoops” and news alerts for timely outreach. | Salesforce, Marketo, Sales engagement tools, Ad networks including LinkedIn |
| Clay | Pulls from 100+ data sources for prospect views. Aggregates company and contact information. Verifies and cross-references data sources. | Data quality metrics. Identifies patterns in external data. Monitors LinkedIn for profile changes. | Automates data workflows and collection. LinkedIn scraping and matching. Trigger-based automation for job changes. | AI-assisted email composition. Enriches profiles with relevant details for personalization. | Salesforce, HubSpot, LinkedIn (unofficial), Can work with ZoomInfo |
| Marketo | Marketing automation platform with Target Account Management (TAM) add-on. Links leads to accounts. Captures engagement data. | Account-level engagement metrics. Attribution through Bizible. Revenue Cycle Modeling. AI-driven content recommendations. | Smart Campaigns for complex workflows. Account-specific automation. Ad Bridge for audience syncing. Lead-to-account orchestration. | Dynamic content by attributes. Account-based personalization tokens. Web personalization through integrations. AI-driven content selection. | Salesforce, Adobe Experience Cloud, LinkedIn Ads, ABM platforms, Analytics tools |
| Salesforce | Core CRM as “single source of truth” for accounts/contacts. Maintains relationship data and hierarchies. | Reports and dashboards on pipeline from ABX. Einstein Account Identification for account scoring. Account as Campaign Members. | Process Builder and Flow for internal workflows. Sales Engagement capabilities. Data syncs and handoffs to other systems. | Provides context for personalized interactions. Houses variables used by other channels. Account hierarchies enable regional personalization. | Marketo, 6sense, Demandbase, LinkedIn Sales Navigator, ZoomInfo, Support/Success platforms |
| LinkedIn Ads | Allows targeting via Matched Audiences. Upload or define account lists and personas. Integrates with marketing tools for audience syncing. | Company Engagement Report for account-level metrics. Website Demographics for visitor analysis. Ad performance metrics by segment. | Dynamic audience syncing via integrations. Lead gen form integrations. API for automatic list updates. | Ad targeting by role/function within accounts. Conversation Ads for personalized messages. Dynamic Ads with profile data. Account-specific creative. | Marketo Ad Bridge, 6sense, Demandbase, Salesforce (via connectors), Analytics platforms |
By integrating ABX capabilities across systems and teams, organizations can create a more cohesive and effective account-based strategy that delivers personalized experiences throughout the customer journey.
