ABX: Orchestrating the Perfect Performance for Your High-Level Accounts

Welcome, revenue leaders!

B2B scenarios in the current global environment are highly cut-throat, and the conventional lead nurturing methodologies are no fit for high-profile accounts. That calls for more of a long-term plan that fits the ICP’s buying process, not just a direct way of selling. Enter Account-Based Experience (ABX).

Beyond ABM: The ABX Advantage

While traditional Account-Based Marketing (ABM) has its strengths in targeted contact, ABX goes even further. It is an approach that focuses on creating coherent interactions at every step, mirroring the needs and conditions of high-potential clients every time.

Think of it this way: ABM knows the right audience, while ABX makes the whole game very personalized – reach, interest, engagement, and nurturing. This results in:

• Deeper Engagement: Account-based marketing for ABX is the practice of presenting content, communication, and engagement customized to each account and its issues and objectives.
• Shorter Sales Cycles: ABX builds the communication channel to enable need fulfillment, and eliminate or manage problems as a part of purchasing decisions, reducing the overall sales cycle effort.
• Increased Account Lifetime Value (LTV): Improve the customer experience to retain business and gain additional sales through customers' repeated patronage.

Aligning experiences with the Account journey?

ABX makes it possible to manage precisely how businesses want every account to be treated depending on the buying cycle. It also implies that organizations are giving the right information and support at the right time, thus driving the deals forward and strengthening the relationship.

• Aware: The account is aware of your industry but may not have an understanding of your brand. Concentrate on creating brand familiarity and understanding. Keep using social proof, leadership content, and non-intrusive account-based advertising to prove yourself and build trust among the audience.
• Engaged: The account is engaged with your content but it is not looking for a purchase /deal. Here, cultivate the educational content relationship that creates perceptions of leadership for yourself. Make them understand what they want, what should be in the solution, and which trade-offs are acceptable.
• Marketing Qualified Account (MQA): The account is already in search of solutions. This is the time of the day when sales engagement is most appropriate. Use relevant content, product placement and advertisement, and direct mail to show how your product solves their problems. Marketing plays an important role in offering target engagement with trials, demos, and content that target stakeholders find highly relevant.
• Opportunity: The account is now being handled by sales teams. Offer knowledge-based solutions that help minimize the time and effort they spend on decision-making. Enlisted sources such as case studies, analyst reports, and customer reviews provide a third-party endorsement. Marketing can persist in using account-based advertising and other types of messages for the remainder of the buying committee.
• Customer: You have secured the contract. It is now time to turn attention to customer retention. Provide them with onboarding support, share some more best practices, and introduce them to other/new products that may be helpful to them. This builds a long-term business relationship and opens doors for upselling possibilities.

The Art of Aligning Experiences

ABX is not easy to learn – if approached haphazardly, that is, one needs to be strategic when dealing with ABX. Here's what marketers or business developers need to consider:

• Account Intelligence

Accumulate ‘’bottom of funnel’’ information on your target accounts. Who owns the firm, what are their goals, and what drives their decisions?

• Cross-Functional Alignment?

Cultivate collaboration across marketing/communication, the sales team, and customer success. Coordinate the communication and make sure that user experience is consistent and engaging no matter the touchpoint involved.

• Dynamic Content Creation

Create and publish content that is as personalized as possible for each account to ensure that they act as an ultimate guide to the buyer at each stage of their journey.

• Leverage Account-Based Orchestration Platforms

Leverage Account-Based Orchestration Platforms (ABOs) like Terminus (by DemandScience) , Demandbase , or 6sense . These platforms manage data, make processes efficient, and provide personalized experiences while scaling for a wide audience.

• Integrate Dynamic Personalization?

Use the power of Artificial Intelligence (AI) to dynamically target clients with relevant content based on their activity on the site or user experience in the account.

• Master Account-Specific Measurement

Monitor more targets than simply the new leads generated. Analyze objects using metrics on account engagement, sentiment analysis, or impact on the company’s revenue growth.

The Takeaway: ABX is an Investment, Not a Cost

In ABX, the first step is understanding and changing the mindset, but for those who have adopted it, there is no doubt that it yields a definite Return on Investment (ROI).?

Focusing on the account experience at every point of the customer journey leads to better, more meaningful experiences and helps capture larger opportunities faster; the natural outcome is that the people responsible for those accounts become loyal customers.

So, are you ready to unleash the full capacity of ABX? Stay tuned for SalesMark Global Pte Ltd ’s next newsletter to get more valuable insights on sales and marketing strategies.