Why ABX is the Future of B2B Marketing and How It Transforms Customer Experiences

In the fast-paced world of B2B marketing, many Chief Marketing Officers (CMOs) are confident they are effectively using Account-Based Marketing (ABM). However, many successful teams have shifted to a stronger approach known as Account-Based Experience (ABX). This change is not just a trend; it marks a significant shift in how businesses connect with customers throughout their journey.

ABM has traditionally emphasized targeting specific accounts through personalized ads and emails, ultimately handing over viable leads to sales teams. While these strategies can be effective, they often fail to deliver a smooth customer experience. The transition between marketing and sales can disrupt communication, resulting in a fragmented experience for the customer.

This is where account based experience (ABX) steps in.

What’s Changed?

ABX maintains the account-focused mindset of ABM but extends it across the entire customer journey and covers acquisition, onboarding, adoption, expansion, and advocacy. It’s more than just marketing to accounts; it’s about creating experiences that resonate with them at every touchpoint.

In an ABX framework, all teams within an organization come together with a shared purpose: delivering value to the account. This is far more effective than concentrating solely on campaign metrics or closing deals. This collaborative mindset is vital for building long-lasting relationships with customers and ensuring their success.

For instance, the typical ABM model often stumbles when transitioning from Marketing Qualified Leads (MQL) to closed deals. During this phase, marketing might stop communication while sales begin their work. Customer success often joins the conversation later, usually without any background on previous interactions. This disjointed flow can confuse and frustrate customers, impacting their overall satisfaction with the brand.

Enter ABX: Account Based Experience

ABX aims to fill these gaps by uniting all teams—marketing, sales, and customer success—in creating a seamless customer experience. By keeping communication open and sharing insights across departments, companies can offer a more engaging and tailored experience.

The strength of ABX lies in its emphasis on experience orchestration instead of simple personalization. While scaling personalized interactions matters, orchestrating the entire customer experience is what truly enhances satisfaction and loyalty. Every engagement, from the initial point of contact to continuous support, must be thoughtfully designed to address the account’s unique needs.

Who's Doing it Already?

Numerous companies are successfully implementing the ABX approach, reaping substantial benefits in the process. For example:

• Gong uses customer product usage data to initiate personalized expansion strategies. This ensures customers receive targeted assistance relevant to their specific requirements.

• HubSpot has taken integration to the next level by merging marketing and customer success data. This creates smoother onboarding experiences, making customers feel valued and understood right from the start.

  
  

• Snowflake exemplifies an integrated approach by merging brand awareness, sales activities, and customer advocacy into a single, continuous experience. This strategy keeps customers engaged long after the initial transaction.

  
  

The Next Era of B2B Growth

The upcoming phase of B2B growth focuses on orchestration and not just personalization. CMOs who adopt an ABX mindset transform from pipeline builders into experience creators. They recognize that customer journeys are complex and every interaction adds value.

By embracing ABX, organizations can cultivate a more engaging and meaningful experience for their customers. As a result, companies are likely to see improved customer satisfaction, increased loyalty, and enhanced advocacy.

Where Do We Go from Here?

As the world of B2B marketing continues to transform, it is essential for organizations to understand the limitations of traditional ABM and to welcome the more comprehensive ABX approach. Focusing on orchestrating meaningful experiences instead of solely marketing to accounts will help businesses build dee

per connections with their customers and achieve long-term growth.

Are organizations still clinging to ABM, or are they stepping up to ABX?

👇 Share your thoughts in the comments.