Is ABX the Next Evolution of B2B Marketing?
By Lee Odden
What is the next evolution of Account Based Marketing?
ABM has gained much traction in the past few years and marketers have developed the kinds of best practices around ABM to make it one of the fastest growing innovations in the B2B mix. But what’s next?
The business world has changed since the pandemic and B2B marketing has had to pivot, transform and evolve with a digital first focus. As Jon Miller, CMO at Demandbase (client) has said, “It’s time for the next evolution in B2B go to market strategies. We can’t keep doing the same things and expect different results.”
Customer expectations and preferences have changed as well – not just during the buying journey, but across the entire customer lifecycle. It is with those changes that we can see new opportunities in B2B marketing. So, what do those new opportunities look like?
Imagine taking the best practices of ABM and applying them across the customer lifecycle to provide data informed marketing experiences for customers. That’s where Account Based Experiences (ABX) comes in to play. Here’s a bit more on ABX from Jon Miller:
“In many ways, Account Based Experience (ABX) is the next generation of Account Based Marketing. ABX is a fundamental customer centric rethinking of an account based go-to-market. One that combines that cool engageability of inbound marketing with the precision targeting of account based marketing. By doing this, ABX enhances every aspect of the buyers experience throughout the B2B lifecycle. It’s time for the next evolution in B2B go to market strategies. We can’t keep doing the same things and expect different results. Fortunately, this new model, new processes and new technology driven by AI and big data have emerged to show there is a better way.”
Jon Miller @jonmiller
CMO at Demandbase
To explore more about the topic of what’s next in ABM here are what some of the top B2B marketing pros have to say about the intersection of ABM and B2B customer experience:
“As audiences have become more savvy, diverse, and informed, executives want more than to be talked to – they want an experience that feels both personal and authentic. When we tie in the relevant insights that a customer cares most about, we can create the most impactful, relevant and memorable experiences. There is a strong correlation between CX and repurchasing, so an investment in insight to create relevant and impactful CX across the lifecycle of a customer will not only help sales close larger deals faster, but data suggest it also helps drive the most significant increase in long-term loyalty, which results in future repurchasing.
Research shows that a modest improvement in CX (of a typical $1 billion software company) is expected to add an additional $1 billion in revenue over three years.
Remember, ABM is a marathon, not a sprint. Actionable insight coupled with world-class CX will drive your bottom line …read more
Source:: Top Rank Blog
