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What is ABX Strategy & How to Improve It

Account-based experience (ABX) is a market strategy that uses insights and data to deliver relevant marketing and sales actions through a B2B customer journey.

Emma Calderon
Emma Calderon
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February 17, 2022
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X
min read
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There are many questions surrounding account-based experience (ABX) and its role within account-based marketing. In this blog, we will explain what ABX is, the differences between ABX and ABM, and more.

What is ABX?

Account-based experience (ABX) is a market strategy that uses insights and data to deliver relevant marketing and sales actions through a B2B customer journey. ABX focuses on customer relationships and their experience rather than placing the emphasis on the value of accounts. ABX is focused on that customer journey and positive experience.
ABX uses insights and data to engage relevant customers throughout their B2B buyer journey. ABX calls for alignment between marketing, sales, and customer success teams to ensure a personalized, positive experience.

ABX vs ABM- What is the Difference?

Account-based marketing is the targeting of specific accounts based on marketing efforts. Essentially, if you are doing good ABM, aka targeting interested accounts, you are practicing a form of ABX.

There are a few key components that set ABX aside.

1. Personalized customer experience

2. User-generated Content

3. Targeted within a network

4. Only delivering relevant data

How does ABX relate to CX?

ABX is a customer-centric approach to GTM strategy that uses data to orchestrate sales and marketing touch points all throughout the buyer journey. A good ABX strategy incorporates CX (Customer Experience) principles, but is more of a pillar of an overall customer experience, versus a CX strategy in and of itself.

Applying the same core values as a customer experience (like trust and empathy) to your ABX strategies ensures for a wholistic customer journey that encourages buyers to be more engaged with you.

Why is ABX Important?

Account-based experience is important because it puts the customer first. Modern buyers crave personalization and easy experiences. ABX ensures that they are only being targeted with relevant information.

ABX focuses on selling to an account, rather than a single person. This is helpful for B2B companies because it targets the entire buying committee- rather than one stakeholder.

ABX also forces your internal teams to align. All customer-facing departments-sales, marketing, and customer success, must be working together. This creates a streamlined narrative that will resonate with the customers.


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