We have summarized what we’re hearing in the market today on ABX and also basing this list on our decade of experience with ABX.

 

Account-Based Experience (ABX) has evolved from traditional Account-Based Marketing (ABM) to create more holistic, customer-centric approaches to engaging target accounts. Based on your conversations and expert insights, here’s a comprehensive guide to building an effective ABX process.

 

Start with Data-Driven Account Selection

 

The foundation of any successful ABX program begins with thoughtful account selection based on quality data. This means:

• Clean and enrich your data to create a well-defined target account list 
• Focus on strategic accounts rather than trying to boil the ocean with too many targets
• Use first-party data combined with third-party data sources to build accurate account profiles
• Implement proper data management processes to avoid duplicates and inconsistencies

 

 

Define Your Audience and Buying Groups

 

Once you’ve selected your target accounts, it’s crucial to:

• Identify key stakeholders and decision-makers within each account
• Map out buying groups and understand their roles in the purchasing process
• Develop detailed contact-level information for personalized outreach
• Create marketable audiences based on your understanding of the buying groups

Remember that ABX is about treating “each account as a market of one” while understanding the multiple individuals involved in buying decisions.

 

 

Develop a Multi-Channel Orchestration Strategy

 

Effective ABX requires coordinated engagement across multiple channels:

• Create seamless experiences from impression to expansion
• Implement multi-threading to reach buyers through various channels and angles
• Align marketing, sales, and customer success teams on the engagement strategy
• Design integrated campaigns that leverage digital, field, and partner marketing

As noted in your discussions, ABX should encompass “various activations and programs, including events, field marketing, and partner marketing”.

 

 

Create Personalized Content and Experiences

 

Content is the fuel that powers your ABX engine:

• Develop personalized content that addresses specific pain points of target accounts
• Use AI for content creation and atomization to scale personalization efforts
• Design custom experiences for different tiers of accounts (one-to-one, one-to-few)
• Focus on delivering value rather than just promoting products

Modern ABX requires “blending art and science” to create compelling experiences that resonate with target accounts.

 

 

Align Sales and Marketing Teams

 

ABX is not just a marketing initiative—it requires close collaboration with sales:

• Rebrand from “ABM” to “ABX” to emphasize cross-functional involvement 
• Create clear playbooks that guide sales on how to engage with target accounts
• Establish shared metrics and goals between marketing and sales teams
• Implement regular communication channels to discuss account progress

As one expert noted, “ABX should be seen as a business strategic initiative, not just a marketing problem”.

 

 

Measure and Optimize Continuously

 

The final step in your ABX process should focus on measurement and optimization:

• Define clear success metrics that focus on revenue impact
• Track engagement across the entire customer journey
• Analyze performance data to identify improvement opportunities
• Continuously refine your targeting, content, and engagement strategies

 

 

Building an effective ABX process requires thoughtful planning, cross-functional collaboration, and a commitment to continuous improvement. By following these six steps, you can create a powerful ABX engine that drives meaningful engagement with your target accounts and delivers measurable business results.