TLDR:
Adobe and Marketo came up with a tool that marketers reach more B2B prospects and customers. It’s name is ABM Essentials, and the product is intended to work in-sync with ABX (Account-Based Experiences). ABX is a term coined by Adobe to signify ABM with a focus on CX. The point is to ensure prospects and customers receive the same amount of personalization on the website as the e-mails they receive.
Not too long ago, Adobe started the ABX movement. ABX is all about bringing a customer experience focus to ABM.
Now, in collaboration with Marketo, a new tool for ABM has been created. It’s called ABM Essentials. The goal is to make it easier for marketing and sales to work together as one.
With the average marketer working with over 90 solutions in their tech stack, this new tool helps decrease that number. Marketing needs the functionality this tool provides because without it, they’re more likely to work with siloed data sources.
And with siloed data, the marketer has to go into the solution manually to access precious data. It can become very tedious and time-consuming.
Email, for instance, is a channel that’s been waiting for such a solution. And as it happens, email is a big-ticket channel on Marketo Engage. Until now, marketers have been sending upscale personalized emails, but when sales follows up, they don’t have the full context of marketing’s interaction.
ABM, for all it’s celebrated to be, does have some flaws. In particular, ABM’s weakness is the identification phase of the buyer’s journey: identifying best-fit accounts. The question becomes how to you reach target accounts on their own terms?
That’s no longer a question, thanks to a wide variety of features ABM Essentials offers marketers and salespeople. These features range from automating engagement across channels, marketing can have better insight into what sales is up to and vice versa, and unified measurement capabilities.
These two firms are working together to put a new spin on an old marketing word. Only time will tell if ABX will catch fire given today’s marketing landscape.
Original article from MediaPost on 28 June 2019.
