What is ABX? And How is it Different From ABM?

Introduction 

For a while now, everyone’s been talking about how important account-based marketing (ABM) is in B2B marketing. It seems like it’s here to stay.

But now, companies are kicking it up a notch with account-based experience (ABX). This means taking a personalized approach to the whole buyer journey.

If you’re already seeing good results with ABM, trying out ABX is a smart move. Just keep in mind that it involves teamwork between different departments, so make sure your systems are set up for smooth collaboration. Let’s dive in! 

What is account-based experience (ABX)? 

Account-based experience (ABX) is a teamwork strategy in business where sales, marketing, and customer success teams collaborate to give a special and personalized experience to accounts as they go through the buying process.

ABX boosts a company’s efforts in account-based marketing (ABM) by using smart data to connect with accounts throughout their journey. This gives buyers a better overall experience and builds trust in your brand. The key connection between ABM and ABX is their shared emphasis on the customer account. 

ABX importance: what factors are driving the need for ABX in SaaS? 

The increasing importance of ABX in SaaS is supported by a few main reasons, showing how things are changing in the digital age. It’s essential for SaaS companies to understand these reasons if they want to stay ahead and connect well with their target audience.

1. More personalized approach:

With so much information out there, generic marketing doesn’t work well. ABX responds to this by allowing SaaS companies to personalize their messages and offerings for each important account. This personal touch makes engagement better and connects more with the target audience.

2. Focus on individual accounts:

ABX shifts from focusing on leads to focusing on accounts. As SaaS companies aim for bigger enterprises or specific industries, it’s crucial to understand and address the unique challenges and goals of each account. ABX helps by aligning marketing, sales, and customer success efforts toward the specific goals of each account.

3. Complicated b2b buying journeys:

The B2B buying process has become more complicated, involving many decision-makers. ABX acknowledges this complexity and provides a way for different departments to work together. By offering personalized content at every step, SaaS companies can guide accounts through the buying process more effectively.

4. Using Data for Decision Making:

In the digital age, there’s a lot of data available. ABX uses data analytics to identify important accounts, understand their behavior, and adjust strategies accordingly. This data-driven approach makes marketing and sales efforts more precise and effective.

5. Customer Experience as a Competitive Advantage:

In a competitive SaaS environment, customer experience is a big differentiator. ABX emphasizes creating a seamless and personalized experience throughout the customer journey. This focus on customer satisfaction helps with long-term retention and advocacy.

6. Measuring ROI:

ABX provides a clearer and more measurable return on investment (ROI). SaaS companies can track success more accurately by concentrating efforts on a specific group of important accounts. This shows stakeholders how effective their strategies are. 

How is ABX different from ABM? 

ABX and ABM are both about getting great business customers, but they take different approaches. 

The aim is to give each customer a special and interesting experience based on what they like and need. The goal is to make sure customers stay happy throughout their journey with us and also improve the quality of our sales process, increase how many customers we convert, and boost our revenue.

Core concepts of an ABX strategy 

Here are the key principles that underpin an effective ABX strategy: 

1. Boost recognition:

Increase awareness of your brand among potential customers without using pushy sales methods. Share educational content and materials to establish trust.

2. Personalize connections for growth:

Reach out with tailored messages and offers when an account is considering a purchase. Utilize personalized emails, direct mail, trials, and other incentives to capture their interest.

3. Collaborate for successful deals:

Work together across teams to provide accounts with reports from analysts and positive third-party reviews. This information will help them compare your offerings favorably and make an informed purchase decision.

4. Express gratitude:

After sealing the deal, stay connected with the account. Keep them informed about product updates, new features, and additional products that could enhance their experience. Show appreciation for their ongoing partnership. 

How ABX gets you qualified leads? 

The usual way companies sell things focuses on one person, the lead, who moves through different stages until they become a “marketing qualified lead” (MQL). Then, they’re handed from marketing to sales.

However, in B2B transactions, there are a variety of purchasers engaged, including those making decisions, end users, influencers, Chief Financial Officers, and procurement departments. 

Salespeople don’t boast about closing leads; they talk about closing accounts.

That’s where ABX comes in 

Sales has always targeted accounts. With ABM, marketing joined in. However, traditional ABM aimed at valuable accounts without considering if it was the right time or if the accounts were interested.

That’s the kind of experience buyers don’t like.

Here’s where Account-Based Experience (ABX) steps in. It’s about connecting with business buyers using relevant messages, delivered in a trustworthy way, and on their terms.

ABX is a customer-focused way of thinking about how companies sell things. It combines the appeal of inbound marketing with the precision of account-based marketing. It revolves around the customer at every buying stage, using smart insights to decide when and how to engage and what to say to each account. 

Best practices for successfully implementing ABX for your SaaS Company 

To make sure your ABX strategy works well, here are some helpful tips: 

1. Get to know your audience: Find out what your potential customers like – check the videos, blogs, podcasts, and social media they use. 

2. Use the right info: Use accurate data to know where a customer is in their buying journey. This helps you give them the right personal approach at each step.

3. Create good content: Make content that answers the customer’s questions and problems at each buying stage. This way, your info matches what they need.

4. Stay consistent: Make sure your marketing and sales efforts all say the same thing. This makes for a smooth and connected experience for the customer.

5. Measure success: Keep an eye on how well you’re doing. Check what works and what doesn’t at each step of the customer experience. This helps you make changes to improve future interactions with customers. 

Last words  

Moving from traditional marketing to account-based marketing (ABM) has been a big change, but the progress doesn’t end there.

Now, with account-based experience (ABX), we’re taking your ABM strategy to the next level by concentrating on the entire journey your customers go through. ABX isn’t just about advertising; it’s a comprehensive approach that brings together marketing, sales, and customer support teams.

The goal is to create a customized and consistent experience at every step of the B2B buyer journey. This means making sure every interaction is personalized and meaningful. By aligning these departments and putting customers at the center, ABX has proven to generate better returns, boost customer satisfaction, and ensure steady revenue growth.

And here’s an extra benefit: as you follow this path, you also build a strong brand identity with your target market. Start your ABX journey today!