ABX is a holistic, customer-centric approach that focuses on delivering personalized experiences to key accounts throughout their entire lifecycle. ABX aims to engage, convert, and delight high-value accounts by leveraging data-driven insights and aligning cross-functional teams.
In the ever-evolving landscape of B2B marketing, companies face numerous challenges in their quest to deliver personalized, engaging experiences to their target accounts. These challenges can seem daunting, such as:
- Intense competition
- Rapidly changing buyer expectations
- The need for cross-functional alignment
- The crucial importance of data-driven insights
However, by adopting an Account-Based Experience (ABX) strategy, B2B organizations can effectively navigate these obstacles and unlock exceptional customer experiences that drive revenue growth and long-term success.
The 6sense ABX approach takes this further by incorporating AI-powered intent data, enabling companies to identify and engage with accounts most likely to buy, be profitable, and be satisfied with the solution.
6sense’s AI-powered intent data is a game-changer for ABX. By analyzing vast amounts of data from across the web, 6sense can identify which accounts are actively researching and engaging with topics related to your products or services. This insight allows you to prioritize your efforts on the accounts most likely to convert rather than wasting resources on those not yet ready to buy.
Moreover, 6sense’s intent data provides a deep understanding of each account’s unique needs, pain points, and buying stage. With this knowledge, you can create highly targeted, personalized content and experiences that resonate with each account at every touchpoint.
This level of personalization is vital to building trust, credibility, and lasting relationships with your most valuable accounts.
ABX vs. ABM: What’s the Difference?
While ABX and ABM (Account-Based Marketing) share similarities in their account-centric focus, there are key differences between the two approaches:
- Scope: ABM primarily focuses on marketing efforts, while ABX encompasses the entire customer journey, including sales and customer success.
- Personalization: ABX takes personalization to the next level by leveraging AI-driven insights to deliver hyper-relevant content and experiences.
- Alignment: ABX requires deeper alignment and collaboration among marketing, sales, and customer success teams to ensure a seamless customer experience.
| Account-Based Experience (ABX) | Account-Based Marketing (ABM) | |
|---|---|---|
| Focus | Focuses on the overall customer experience and engagement throughout the buyer’s journey. | Focuses on targeted marketing and sales efforts to specific accounts. |
| Strategy | Aims to create personalized and tailored experiences for each account, considering their unique needs and preferences. | Targets accounts based on specific criteria such as company size, industry, or revenue potential. |
| Tactics | Involves multiple touchpoints and interactions across various channels to deliver a seamless and cohesive experience. | Utilizes marketing tactics like email campaigns, content marketing, and advertising to engage and convert target accounts. |
| Goals | Emphasizes building long-term relationships with accounts, fostering loyalty and advocacy. | Primarily focused on generating leads, driving conversions, and increasing revenue from target accounts. |
| Who is involved? | Requires collaboration and alignment between marketing, sales, customer success, and other teams to deliver a unified experience. | Typically led by the marketing team, with sales and other departments supporting the marketing efforts. |
| Examples | Providing personalized onboarding experiences, hosting exclusive events for key accounts, offering dedicated account managers for ongoing support. | Examples: Sending targeted email campaigns to decision-makers, creating account-specific content, running account-based advertising campaigns. |
Is Account-Based Experience Right for You?
The significance of ABX lies in its ability to drive greater ROI, shorter sales cycles, and higher customer satisfaction. Let’s explore how ABX can benefit various stakeholders within your organization:
ABX for Marketing Leaders
ABX helps marketing leaders demonstrate their impact on revenue growth and pipeline generation, aligning their efforts with sales and ensuring a unified language across teams.
ABX for Sales Leaders
By focusing on high-value accounts and providing sales teams with insights into buyer readiness, ABX enables sales leaders to focus on the biggest revenue opportunities and close deals faster.
ABX for Lead Generation
ABX empowers lead generation teams to identify and engage with the right accounts at the right time to deliver highly targeted, personalized experiences that resonate with buyers.
ABX for Revenue Operations
ABX streamlines revenue operations through centralizing data, metrics, and analytics, fostering collaboration among marketing, sales, and customer success teams.
How to Develop an ABX Strategy for Your Business
To create a successful ABX strategy, follow these steps:
Define your Ideal Customer Profile (ICP) and Identify Key Accounts
- Analyze your existing customer base to identify common characteristics of your most successful accounts, such as industry, company size, revenue, and marketing technology stack.
- Use 6sense’s AI-powered platform to identify high-value accounts that match your ICP and demonstrate strong intent signals.
- Prioritize accounts based on their potential value, conversion likelihood, and alignment with your offerings.
Align Marketing, Sales, and Customer Success Teams Around Shared Goals and Metrics
- Establish a common language and set of metrics that all teams can rally around, such as pipeline generation, win rates, and customer lifetime value.
- Create a clear process for handoffs between teams, ensuring a seamless experience for accounts as they move through the funnel.
- Regularly communicate and collaborate to share insights, feedback, and best practices.
Leverage AI-Powered Tools Like 6sense to Gather Intent Data and Insights
- Integrate 6sense’s intent data into your existing marketing and sales tech stack to provide a unified view of each account’s engagement and buying stage.
- Use 6sense’s AI marketing platform to identify which accounts are most likely to convert and when, allowing you to optimize your outreach and resource allocation.
- Continuously monitor and analyze intent data to track account progression and adjust your strategy as needed.
Develop Personalized Content and Experiences for Each Stage of the Customer Journey
- Use intent data and account insights to create tailored content that addresses each account’s specific needs, pain points, and objectives.
- Develop a variety of content formats, such as blog posts, whitepapers, webinars, and case studies, to engage accounts across multiple channels and preferences.
- Personalize your website, landing pages, and email campaigns to deliver a cohesive, relevant experience for each account.
Continuously Measure, Optimize, and Refine Your ABX Efforts
- Establish key performance indicators (KPIs) that align with your overall business objectives, such as pipeline contribution, account engagement, and revenue growth.
- Use 6sense’s analytics and reporting capabilities to track your ABX campaigns’ performance and identify areas for improvement.
- Regularly review and adjust your strategy based on data-driven insights, ensuring that you’re always optimizing for maximum impact and efficiency.
Key Considerations for Successful ABX Marketing
Implementing a successful ABX marketing strategy requires prioritizing both employee and customer experiences. To achieve this, businesses should:
- Invest in employee training and development to ensure they deliver exceptional customer experiences.
- Example: Invest in employee training and development programs to equip them with the skills and knowledge needed to excel in their roles.
- Conduct regular customer research to understand their needs, goals, and challenges deeply.
- Example: Conduct regular surveys, interviews, and focus groups to gain a deep understanding of customer pain points, objectives, and preferences. Even better: Spend some time with customers using their tools to do their jobs and make note of your own pain points.
- Offer personalized experiences across all channels and touchpoints using intent data and account insights.
- Example: Use intent data and account insights to tailor content, messaging, and offers to each account’s specific needs and interests.
- Focus on scalability and prioritize personalization efforts based on account value.
- Example: Invest in tools and technologies that enable you to automate and scale personalization efforts, such as content creation, email campaigns, and ad targeting.
- Align messaging across channels for consistent, cohesive experiences.
- Example: Develop a unified brand voice and messaging framework that reflects your company’s unique value proposition and resonates with your target accounts.
- Continuously gather and act upon customer feedback and insights to inform and optimize the ABX strategy.
- Example: Analyze customer feedback and identify common themes, pain points, and opportunities for improvement.
Future of ABX
As B2B buyer expectations evolve, ABX will become increasingly critical for companies looking to stand out in a crowded market.
By leveraging the power of AI and data-driven insights, 6sense empowers organizations to create better ABX programs that drive revenue growth, customer satisfaction, and long-term success. With 6sense’s cutting-edge sales intelligence tools and platform, the future of ABX is brighter than ever.
Partnering with 6sense for ABX Success
ABX strategy represents a significant shift in how B2B organizations approach customer engagement and growth. When businesses work to align teams, personalize experiences, and leverage AI-driven insights, they can unlock the full potential of ABX and deliver exceptional value to their most important accounts.
With 6sense as your partner, you can confidently navigate the future of ABX and create lasting, profitable relationships with your customers.
