What’s Working In Account-Based Marketing: B2B’s Evolution To ABX

Is ABX the new ABM? Account-based experience (ABX) is poised as the next evolution of account-based marketing, taking the entire customer journey into consideration. A major component of that is account insights, which enable marketers to take all customer/prospect insights and activate them across every stage of the buyer’s journey. Marketers are using this combination of intent, first and third-party data to engage accounts more effectively and close deals faster while providing more personalized and targeted outreach.

Research from Demand Gen Report’s2022 State Of ABM Benchmark Survey” found that the content or experiences practitioners are offering as part of their ABM initiatives include interactive content (45%), up from 37%, influencer/advocate-related content climbed to 35%, compared to 24%, video content landed at 49%, as opposed to 39% last year and promotional item giveaways grew to 35%, whereas only 26% utilized it last year.

Throughout this report, we’ll discuss:

  • The role ABM plays in curating ABX strategies;
  • How to blend ABM and ABX strategies to see the most success for your business; and
  • How to further align marketing, sales and customer teams to create omnichannel experiences for target accounts.

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