Account-based experience (ABX) has evolved from traditional ABM approaches to create more personalized, multi-channel experiences for target accounts. Here’s a comprehensive look at the leading ABX platforms that can help drive revenue growth for your organization.
What Makes an Effective ABX Platform?
Before diving into specific platforms, it’s important to understand what makes an ABX platform effective:
Data integration capabilities – connecting first and third-party data sources
Multi-channel orchestration – coordinating experiences across digital and physical touchpoints
Personalization at scale – delivering relevant content to specific accounts and buying groups
Analytics and measurement – tracking engagement and contribution to pipeline
Leading ABX Platforms in 2025
6Sense
6Sense appears frequently in discussions about effective ABX implementation. The platform provides:
– Intent data to identify accounts showing buying signals
– Account engagement tracking across channels
– Integration capabilities with CRM and marketing automation tools
– Predictive analytics to prioritize accounts
6Sense is particularly effective when used as part of an integrated tech stack, helping teams identify and engage with accounts showing buying signals.
Demandbase
Demandbase is mentioned as a key player in the ABX space, particularly for enterprise organizations. Key features include:
– Account identification and targeting
– Intent data and predictive analytics
– Personalized advertising and website experiences
– Engagement measurement and attribution
Clay
Clay is emerging as an innovative player in the ABX space, particularly for data enrichment and orchestration. Benefits include:
– Cost-effective data enrichment
– Effective persona-based targeting
– Email deliverability optimization
– Potential to replace traditional marketing automation tools for certain functions
Marketo
While traditionally known as a marketing automation platform, Marketo is mentioned as part of the ABX tech stack for campaign execution. It offers:
– Campaign automation capabilities
– Lead scoring and nurturing
– Integration with CRM systems
– Personalization options for target accounts
LinkedIn is referenced as a key channel for ABX campaigns, offering:
– Precise account and role-based targeting
– Sponsored content and messaging capabilities
– Integration with other ABX platforms
– Professional audience engagement metrics
Challenges in ABX Platform Implementation
Implementing ABX platforms effectively comes with several challenges:
Data quality issues – Many organizations struggle with duplicate accounts and poor data hygiene
Siloed operations – Marketing, sales, and customer success teams often work independently rather than collaboratively
Lack of clear playbooks – Organizations need structured approaches to ABX implementation Integration complexity – Connecting various platforms in the tech stack can be challenging
Best Practices for ABX Platform Success
To maximize the value of your ABX platform:
Start small – Begin with a focused set of strategic accounts rather than trying to boil the ocean
Use data to drive decisions – Let account engagement data guide your targeting and content strategy
Create a cross-functional team – Involve marketing, sales, and customer success in your ABX strategy
Develop clear playbooks – Document processes for account selection, engagement, and measurement
Focus on the experience – Remember that ABX is about creating meaningful experiences, not just targeting
The Future of ABX Platforms
The ABX landscape continues to evolve with several emerging trends:
AI integration – Platforms are increasingly incorporating AI for content creation, personalization, and predictive analytics
Unified data strategies – Bringing together first and third-party data for better targeting and personalization
Omni-channel orchestration – Coordinating experiences across digital and physical touchpoints for a seamless buyer journey
Revenue architecture focus – Aligning ABX efforts with overall revenue generation strategies
By selecting the right ABX platform and implementing it with a clear strategy, organizations can create more personalized experiences for target accounts, ultimately driving pipeline and revenue growth.