How B2B Brands Can Build Account-Based Experiences

How B2B Brands Can Build Account-Based Experiences

Account-Based Experiences (ABX) are revolutionizing B2B and B2B2C marketing, turning traditional business interactions into highly relevant, personalized journeys that ignite engagement and drive revenue. Once limited to industries like high-tech, manufacturing, distribution, and professional services, fierce competition in other industries has propelled demand for ABX in retail, financial services, pharmatech, media, hospitality, and more. Ready to master this game-changer? In this blog post, we'll introduce the core principles of ABX and explore how organizations can start to successfully implement this personalized go-to-market strategy across Sales, Marketing, and Service.

What is ABX anyway?

At its core, Account-Based Marketing (ABM) and ABX are highly personalized (one to few and one-to-one) go-to-market strategies that leverage data, insights, and tech to orchestrate relevant experiences throughout the B2B customer lifecycle. ABX recognizes the complexity of B2B accounts and decision-making units (DMUs) within them. It uses advanced account scoring and lead engagement models to determine what levels of personalization will drive the greatest ROI across which accounts and specific buyers. 

For example, a company may identify high-value accounts that have significant growth potential in the next 12 months. Newly optimized ABM campaign planning operating models, enabled by integrations in data and tech, will then drive account insights used for the development of an account-specific campaign. The final campaign includes messaging specific to the account and even to key decision-makers in the account company. This activates on media frequented by the decision-makers on that account, including a booth at an annual account event, sales, and service identify key account pain points and identify opportunities.  

ABX increases decision-maker engagement, improves efficiency, drives net promoter scores (NPS), and increases both win rates and average deal sizes.

What integrated ABX could look like

Let’s say a B2B company identifies the top 10 strategic accounts within the finance industry. These accounts have high revenue potential and align with the company’s product offerings. The company integrates its tech stack to track interactions and automate personalized communications. They collect and analyze zero-party, first-party, and third-party data on the accounts and decision-making units within each account, including firmographics, behaviors, and engagement. Based on account and audience insights, they orchestrate and deliver a unique experience for each account and even hyper-personalize limited messaging for top decision-makers. Their ABM team leverages content automation tools that insert unique messaging into templatized creative for execution at scale. Account decision-makers receive targeted LinkedIn ads, personalized emails with relevant case studies, exclusive invites to webinars and event roundtables, sales rep communications infused with real-time insights, and personalized responses to service calls. Results are ingested and monitored through an ABM Performance Dashboard so that strategies and tactics can be optimized over time.

Real results of ABX

The results are worth the effort: 

38% increase in productivity and efficiency - 4

84% increase in reputation scores - 1

48% higher win rates - 2

91% realize larger deal sizes - 3

Three steps to get it right

Success requires alignment among marketing, sales, and service, prioritization of account insights, personalization of content and channels for target accounts, leveraged technology for seamless orchestration, and continuous measurement and optimization of the impact of these efforts.​

To unlock the full potential of ABX, organizations must first get these three fundamental pillars right:

1. Align across departments

Successful ABX requires a united front across marketing, sales, and service teams. These departments must work in harmony to share insights, align goals, and create a cohesive customer journey. Executive Leadership plays a pivotal role in fostering this alignment, ensuring that the entire organization is on the same page.

2. Understand account needs

ABX is as effective as the insights it relies on. Prioritizing account insights involves understanding the unique needs, challenges, and behaviors of target accounts. By doing so, organizations can tailor their strategies to resonate with the specific pain points and aspirations of each account.

3. Personalization and technology orchestration

Personalization is at the heart of ABX. Tailoring content and channels for target accounts ensures that your messaging speaks directly to their needs. Leveraging technology for seamless orchestration across different platforms and channels is crucial for delivering a cohesive and consistent experience.

Get the right stakeholders on board

For organizations venturing into ABX, gaining support from key stakeholders is non-negotiable. The following stakeholders should be actively involved in the ABX journey:

Executive leadership

Executives play a pivotal role in championing the ABX strategy, providing the necessary resources, and ensuring alignment across departments.

Marketing and sales

These teams are on the frontline of ABX execution. Their collaboration is essential for crafting personalized campaigns, understanding account needs, and driving conversions.

Customer service & account management

Post-sale engagement is equally critical. Customer service and account management teams must be aligned with ABX strategies to maintain a seamless customer experience.

Content and creative

Crafting personalized content that resonates with target accounts requires the expertise of content and creative teams. Their input ensures that messaging is not only personalized but also compelling.

Data, analytics, and martech

The success of ABX efforts hinges on data-driven insights and the connected use of martech tools. Having data and analytics teams involved ensures that decisions are informed, and strategies are optimized based on real-time feedback.

Mastering ABX is a journey that demands collaboration, personalization, and a keen focus on customer insights. By aligning stakeholders, prioritizing account insights, and leveraging technology, organizations can unlock the full potential of ABX, driving meaningful engagement, higher conversion rates, and ultimately, increased revenue. In the dynamic world of B2B marketing, ABX is not just a strategy; it's a blueprint for success.

Want to learn more? Contact our team of ABX experts here

Sources: 1. ITSMA; 2. Topo; 3. SiriusDecisions; 4. Inbox Insights

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