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The Future of ABM Is ABX

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79 views3 pages

The Future of ABM Is ABX

Uploaded by

Arch Wong
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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CHE AT SHEE T

The Future of ABM is ABX

There’s a remedy for the ABM struggle


There’s no sugar-coating it: today’s marketing landscape
makes it challenging to effectively execute and scale an
ABM strategy. B2B brands are forced to use disconnected
point solutions that limit the number of channels,
create duplicative data sources and lack the automation
capabilities necessary to truly nurture thousands of
accounts at scale. They are also forced to view incomplete
CRM data as the central source of truth for account
knowledge. As a result, sales and marketing don’t
communicate throughout the process, and experience
random, siloed customer interactions. This makes the
results difficult to report on and incongruous to a larger
strategy, which puts  the brand at a high risk of not meeting
customer expectations.

To unlock the full potential of ABM and revenue, B2B


brands must put people and experiences at the center How Marketo Engage creates
of their ABM strategy, instead of relying on random account-based experiences (ABX)
interactions that focus on short-term gains. This shift in
focus will enable sales and marketing to create account- Account-based marketing (ABM) is a strategy, not a
based experiences (ABX) (ongoing and coordinated technology. It’s an experience-centric approach that
customer experiences), that focus on the lifetime value of a requires sales and marketing teams to collaborate on
specific account and add up to a larger, holistic and long- best-fit account opportunities and engage specific buying
term customer relationship. Using ABX, sales and marketing groups inside target accounts with relevant experiences
can ensure that all touchpoints are connected and build to generate more revenue faster and easier than before.
off each other. ABX can also help both teams focus on a Rather than marketing broadly to many potential buyers,
shared strategy, avoiding random customer interactions companies that employ an ABM strategy focus their
and acts of sales and marketing that don’t unlock the full resources on a shared set of specific accounts that they
potential of ABM and don’t maximize revenue potential.  know are a good fit for the products and services they
While ABM focuses on the marketing side of account sell. This means creating a coordinated and personalized
engagement, ABX incorporates all aspects of account account-based experience for key stakeholders, or buying
engagement, including sales. groups, within each account.

©2020 Adobe, Inc. All rights reserved.


ABX stands for account-based experiences. ABX is and customer experience management (CXM) and put
essentially what successful ABM looks like in action. people and experiences at the center of B2B marketing
While ABM represents the marketing portion of account- strategies, you create ABX. With ABX, you have an entirely
level customer experience and engagement, ABX is the new way of thinking about how to identify, reach, and
outcome of combined sales and marketing efforts. ABX deliver engaging experiences to account-based buying
is a coordinated and ongoing customer experience that teams. When experience is at the center of your ABM
focuses on the lifetime value of a specific account and strategy, it brings sales and marketing teams together, breaks
adds up to a larger, holistic, and long-term customer down notions of buyer stage ownership, and brings clarity to
relationship. When you bring together the power of ABM, longer-term customer relationships and lifetime value.

Marketo Engage supports the three pillars of ABX

Collaboration Coordination Continuity

One revenue team with Pursuing accounts together Long-term, always-on


a shared strategy with coordinated efforts engagement from awareness
to advocacy and beyond

Shared Data and Insights Integrated Sales and Integrated Sales and
Marketing Channels Marketing Automation

Successful account-based experiences are made up of marketing to tag-team customer touchpoints and work
three core principles: in harmony to make sure that each marketing and sales
engagement channel is working together — that is, picking
1. Collaboration: This is a crucial part of creating an up where the last channel left off so that the buyer feels
account-based experience (ABX) because it acts as the known and appreciated with a personalized ABX, no matter
foundation for creating and executing the same ABM what type of sales or marketing activity is taking place
strategy. Marketing, sales, and other teams must act as online or offline. This also ensures that each team knows
one revenue team that aligns with business goals. This the current state of the customer’s relationship and can
also ensures that all teams are using the same data from adapt accordingly. For example, if an account has already
multiple data sources (first-, second-, and third-party data, seen email messaging from marketing, then a sales rep
intent data, sales data, marketing data, etc.) to create a can take that into consideration when calling upon that
data-driven ideal customer profile (ICP) together. The ICP is account. Alternatively, marketing can adjust messaging on
then used to create the right target account list that actually the web or in an email if contacts from a specific account
supports the shared strategy. have already had an introductory call with a sales rep. 

2. Coordination: This ensures that your prospects and 3. Continuity: The ability to maintain continuous,
buyers have a consistently relevant experience every time perpetual experiences for prospects and existing buyers
they interact with your brand. This requires sales and that span from awareness to advocacy. Account-based

©2020 Adobe, Inc. All rights reserved.


experiences should never end, and they must always adapt Before both sales and marketing teams can start
to the latest state of the buyer’s relationship with your coordinating epic customer experiences, they need to
brand. When implemented successfully, ABX will not only shift into the ABX Mindset. The lead hand-off between
turn a prospect into an advocate—it will keep them as an marketing and sales is gone. ABX naturally eliminates the
advocate. Continuity requires cross-channel automation lead hand-off between marketing and sales because it
capabilities across sales and marketing channels to requires both teams to interact across the entire buying
automate and scale “always-on” engagement, especially journey no matter the stage the customer is in.
when you have thousands of target accounts.

Shifting into the ABX Mentality

ABX mentality requires going from: • Focusing on short-term acquisition of prospects, to


focusing on long-term lifetime value potential of
• Only reacting to leads who are interested, to proactively prospects and existing customers
engaging accounts that we know are a good fit
• From worrying about proving marketing impact for
• Trying to control and predict the customer journey, to closed/won deals, to driving strategic growth as an equal
adapting to the unpredictability of customer behavior partner with sales and proving impact through revenue
as one team
• Aligning blindly with whatever sales is doing, to forming
a true partnership where all initiatives are created and • Whether you’re new to ABM or just want to learn more,
completed together having the right tools is critical to your team’s success
An effective ABX can serve a business of any size, but it all
starts with a solid, well-established foundation.

Learn more at marketo.com/solutions/account-based-marketing

©2020 Adobe, Inc. All rights reserved.

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