No, it just not a string of abbreviations strung together. Account-based Marketing (ABM) has been around for some time, and it has done it's job of targeting and engaging with the right accounts. Now marketers have understood that the focus should be on the customer experience to make their decision making process smoother and this is where the evolution sets in, Account-based Experience (ABX). Read more on ABX and more in this week's Newsletter.
What is Account-based Experience (ABX)?
Account-based thinking helps organizations to look outward-in - as opposed to inward-out - and focus on customer-centricity. Account-based Sales was the beginning, then came Account-based Marketing (ABM), and the next logical convergence is to what is called Account-based Experience (ABX).
ABX is where the principles of data-driven engagement extend across every account touchpoint (from onboarding to renewals and account management to customer success),to create a consistent, relevant and high value experience for customers.
Understanding ABX: Three Mistakes B2B Companies Should Avoid
ABX takes the principles that are at the heart of a stellar customer experience — trust, empathy and relevance — and applies them to the account-based world. This means engaging buyers when they want to be engaged with, letting them be anonymous when they want to be anonymous, and being really helpful when they are ready to have a conversation.
Podcast: Shifting Your Focus to Account-Based Experience (ABX)
In this podcast, Jon Miller, previously Co-Founder at Marketo and Engagio, guides us through the evolution of marketing automation to ABM and of CX to ABX.
