In this episode of “I’m Thinking Of…,” I sat down with Jon Miller, CMO and CPO at Demandbase, to discuss why it’s crucial for companies to apply Account-Based Experience (ABX) to their growth strategies.
Traditional account-based marketing (ABM) has undoubtedly been the most effective strategy B2B companies have relied on in recent years. But there is and has always been a fatal flaw in the approach, which Demandbase CMO and CPO Jon Miller likens to fishing with spears.
“You go identify those big fish you want to go after, and then you go after them, regardless of whether they’re interested in talking to you or not,” he points out during our conversation in this episode of I’m Thinking of. “Put simply, it doesn’t feel good to get poked by a spear.”
To make account-based programs more customer-centric, there’s an art to aligning how you treat accounts (e.g. your go-to-market) to where each account is in its unique buying journey. That’s the core concept of Account-Based Experience, or ABX.
The five processes include:
For instance, during the Find process, our conversation centered around the tiers in which they should be grouped according to their anticipated level of engagement. In this section, Jon not only goes into detail about how to split the groups in terms of their worth to decide whether they should fall under a one-to-one, one-to-few, or one-to-many style, but he does so by emphasizing the research conducted by the ITSMA, which he leveraged when putting together the Clear & Complete Guide to Account-Based Experience (ABX).
Another reason why this particular conversation with our CMO was so impactful: He directly addressed the reality of ABX as the “best growth strategy available,” with key benefits like engageability and relationship, which are remarkably difficult to establish and attain with other long-standing traditional strategies that don’t have that holistic approach around the experience.
For companies or executives that may be hesitant to get started with ABX, Jon suggests implementing ABX stand-ups. “Get a recurring meeting going between your Marketing team, your SDRs, if you have them, and your Sales team just to talk about the accounts that rep has. What’s going on? What are we going to do to engage them?”
This transition from traditional ABM to ABX takes time, but getting everyone on board is mostly about understanding the strategy. Watch the full interview (and share with those you are trying to get on the road to ABX with you) to help you find the right path towards ABX for your company, and drive accelerated growth.
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