In the world of B2B marketing, Account-Based Marketing (ABM) and Account-Based Experience (ABX) have emerged as transformative strategies for driving growth and building meaningful customer relationships in 2025 and beyond.  Studies have shown that 90% of marketers believe ABM delivers higher ROI compared to other marketing strategies. This is supported by findings from organizations like SiriusDecisions and ITSMA, which highlight ABM’s ability to focus on high-value accounts and improve revenue outcomes.  What revenue impact can you expect from an ABM initiative?

1. Deal Value: Larger contract values from focusing on high-value accounts
2. Speed: Faster deal closure through aligned sales and marketing efforts
3. Success Rate: Better win rates from targeted, personalized outreach
4. Pipeline: Accelerated conversions by focusing on high-priority accounts
5. Retention: Improved customer lifetime value and upsell opportunities

These approaches focus on targeting high-value accounts with personalized, data-driven campaigns that align marketing and sales efforts. However, implementing ABM or ABX effectively requires expertise, strategic planning, and a deep understanding of the customer journey.  Oftentimes, we see companies navigating tricky change management only to be disappointed by failed ABM launches or failed attempts.  This is where a B2B marketing consultant becomes invaluable as a second set of helping eyes to accelerate internal progress.

Why ABM and ABX Matter in B2B Marketing

 

Early indicators of ABM success include increased activity around Marketing Qualified Accounts (MQAs), which can signal progress within 3-6 months, even in long sales cycles of 6-18 months. Over time, ABM accounts often demonstrate higher total contract values or annual contract values compared to non-ABM accounts, showcasing its long-term impact on revenue generation.

 

ABM and ABX are not just buzzwords; they represent a go to market shift in how businesses approach their go-to-market strategies. Traditional marketing often casts a wide net, but ABM and ABX focus on precision in a world flooded by AI messages that might not be relevant to a buyer. By identifying and prioritizing highly valuable accounts, businesses can allocate resources more effectively, deliver tailored experiences, and achieve a better chance of converting prospects into customers speaking in their language of key business challenges.

 

ABX takes ABM a step further by emphasizing the entire customer experience beyond just sales and marketing. It integrates marketing, sales, and customer success teams to ensure a seamless and personalized journey for target accounts and is particularly relevant for companies that have multiple products to cross sell or upsell. This holistic approach is particularly effective in building long-term relationships and driving customer loyalty.

How a B2B Marketing Consultant Drives ABM/ABX Success

A 3rd party, B2B marketing consultant brings the expertise and tools needed to implement and scale ABM and ABX programs. Here are some of the ways they can contribute to success as an objective 3rd party working cross functionally:

1. Strategic Account Selection

One of the first steps in ABM/ABX is identifying the right accounts to target. A consultant who uses data-driven insights to segment accounts based on factors like revenue potential, industry fit, and buying intent can help a company focus on the top 20% of accounts. They often apply the 80/20 rule, focusing on the top 20% of accounts that drive 80% of revenue. This ensures that resources are concentrated on high-impact opportunities.

2. Aligning Marketing and Sales Teams

ABM and ABX thrive on collaboration between marketing and sales. A consultant facilitates alignment by defining, ‘what is ABM or ABX?’, then creating shared goals, defining roles, and establishing clear communication channels. They also help implement tools like unified dashboards to track progress and measure success for all parties involved. This alignment is critical for delivering a consistent and impactful account-based strategy.  It also becomes more complicated when there are more functions involved – like Sales or Business Development representatives.

3. Buyer Committees and Personalization

Personalization is at the heart of ABM and ABX. A consultant can help identify buyer committee gaps and assist businesses with tailored messaging and campaigns that resonate with target accounts. They can teach enterprises how to properly rely on insights from intent data and AI tools to understand customer behavior and deliver the right message at the right time. This approach not only improves engagement but also builds trust and credibility.  It also helps with internal ABM adoption when Sales begins to trust the insights.

4. Leveraging Technology and Data

ABM and ABX rely heavily on technology to gather insights, automate processes, and measure outcomes. A consultant can help guide businesses, if they don’t already have technology, in selecting and strategically implementing tools like 6sense, DemandBase, ZoomInfo, or Salesforce to enhance their account-based efforts. They also ensure that data is refined and actionable, enabling teams to make informed decisions.  Data is the oil in the engine, without cleaner data, ABM will be challenging for any organization to pull off.

5. Creating a Seamless Customer Experience

ABX (Account Based Experience) emphasizes the entire customer journey, from initial engagement to post-sale support. A consultant helps businesses to map out this journey and identify touchpoints where personalized experiences can make a difference across all parts of the organization. They also work with customer success teams to ensure that the experience remains consistent and valuable throughout the relationship.

Overcoming Challenges in ABM and ABX

Implementing ABM and ABX is not without its challenges. Businesses often struggle with:

• Resource Allocation: Many organizations lack dedicated ABM/ABX headcount. A consultant helps optimize shared resources and ensures that efforts are focused on high-priority accounts, giving the internal organization enough bandwidth to execute.
• Data Silos: Disconnected data can hinder personalization and decision-making. A consultant works to integrate data sources and create a unified view of target accounts or can collaborate cross-functionally to gain this access.
• Executive Buy-In: Securing support from leadership is crucial for ABM/ABX success. A consultant provides guidance and insight on best practices as well as shaping ROI projections and expectations, all of which require some level of executive approval.

The Consultant’s Approach to ABM/ABX

A successful B2B marketing consultant adopts a collaborative and iterative approach to ABM and ABX. They start by understanding the client’s unique goals and challenges, then develop a tailored strategy that aligns with their objectives. Throughout the process, they emphasize testing, learning, and refining to ensure continuous improvement.

 

For example, consultants often recommend starting small with a pilot program to prove the concept and gain buy-in from stakeholders. This allows businesses to refine their approach before scaling up. They also stress the importance of workshops and cross-functional collaboration to align teams and set clear expectations.  Iterate, adapt, repeat.

The Value of a B2B Marketing Consultant in ABM/ABX

The impact of a B2B marketing consultant extends beyond the implementation of ABM and ABX. By partnering with an expert, businesses can:

• Achieve better alignment between marketing, sales, and customer success teams.
• Deliver personalized and impactful experiences to target accounts.
• Optimize resource allocation and improve ROI.
• Build long-term relationships with high-value accounts.

In today’s competitive B2B landscape and the ‘do more with less’ environment, ABM and ABX are no longer optional—they are essential for driving growth and differentiation. A B2B marketing consultant provides the expertise, tools, and strategies needed to succeed in this new era of account-based marketing.

Whether you’re just starting your ABM/ABX journey or looking to scale your efforts, a consultant can help you navigate the complexities and unlock the full potential of these transformative strategies. With their guidance, you can create meaningful connections with your target accounts and achieve sustainable business success.