From Account-Based Marketing to Account-Based Experience
In one sense, account-based experience (ABX) is basically successful ABM in action. While ABM outlines the marketing side of account-level experience, ABX represents the combined output of sales and marketing efforts. ABX is about coordination during the ongoing customer engagement. It brings sales and marketing teams together, eliminating the practice of buyer stage ownership. Focus stays on the lifetime value of each account and creating long-term client relationships. How to Create Account-Based Experience for ABM
ABX combines the power of customer experience management and account-based marketing and gives CX a seat at the B2B marketing table. With ABX at the center of account-based strategy, the emphasis is on delivering customer satisfaction.
Account-based marketing isn’t a technology, it’s a strategy — an account-centric personalized strategy that aligns marketing and sales to identify and engage best-fit accounts. Rather than marketing to all buyers, ABM focuses resources on specific accounts with high intent and a good fit for the brand’s products and services. Engagement requires a tailored, role-based experience for each stakeholder within buying groups at the accounts. Follow these three fundamentals of account-based experience for a successful strategy.
Collaboration is one of the most critical steps of developing ABX strategy, because different groups must act as one revenue team. ABX ensures all departments use the same quality data to target and understand account, with data coming from multiple sources such as first-party, second-party, and third-party data. This leads to a data-driven ideal customer profile (ICP) that can be used to create a list of high-potential target accounts.
Coordination with prospects and buyers supports a consistent, personalized experience every time they interact with your organization. This requires coordination between sales and marketing to update each team with customer pain points and work in unison to ensure that each engagement channel works together. This includes picking up where the last conversation left off, so the buyer feels known and appreciated, irrespective of what type of sales or marketing activity is taking place, whether online or offline.
ABX also ensures each team is aware of the current status of customer relationships to adapt and act accordingly. For instance, if an account has already received email messages from the marketing team, the sales reps can consider have that in mind when calling that account. Alternatively, the marketing team can customize their content on the web or by email if prospects from a specific account have already had an introductory call with a sales rep.
Account-based experience is a never-ending process. Constant, persistent experiences for prospects and existing clients builds awareness and brand. Successful implementation of ABX could not only turn prospects into clients, but into loyal brand advocates, who talk positively about your brand.
Automation can be your friend for achieving consistency in engagement. From cross-channel marketing to triggered emails to 24×7 support via chatbot, brands can maintain messaging and focus with greater surety and ease. Automation is also essential to scale ABX, as is intent data to provide structure for relevant engagement every time.
ABX requires you to shift from only responding to interested leads, to proactively approaching and engaging with accounts you find a good fit. Shift focus from short-term benefits to creating lifetime value for long-term clients.
Whether you’re new to ABM or just eager to learn more, refer to these articles for more insights:
Don’t Make These 5 Common ABM Mistakes
Truth Matters: 4 ABM Truths for B2B Marketers
Account-Based Engagement: Look at Relationships Over Time