TLDR:
While Account-Based Marketing (ABM) isn’t new, half of all B2B marketers are learning how to deal with a maturing ABM program. The answer? Account-Based Experiences (ABX). The report details the best practices of ABM. There are use cases detailed in the research conducted by Demand Gen Report.
Let’s face facts: ABM isn’t the new kid on the block. But that doesn’t necessarily mean marketers aren’t still learning about it. According to ITSMA, one out of every two marketers are mastering how to cope with a growing ABM program.
In light of this, B2B marketers are resorting to using personalized campaigns to seek out opportunities where they can increase account engagement. This is called ABX.
And the whole point of ABX is to provide an immersive take on campaign creation and to induce an emotional reaction from buyers through how they interact with content.
More specifically, ABX, so says Demandbase—the leading ABM, advertising, data, and sales intelligence company—is:
“[ABX} is a go-to-market strategy that uses data and insights to orchestrate relevant, trusted marketing and sales actions throughout the B2B customer journey.”
A report that can be downloaded at Demand Gen Report provides many ways to use ABM and ABX; it’s filled with marketing examples that bear that wisdom out. For example, some of the content covered in the write-up includes:
- Exactly how different organizations approach ABM and ABX in an effort to increase their relevance
- Why it’s essential to be observant and invested in an ABM strategy to promote engagement
- Why it’s important to create “trigger-based campaigns” using “relevant assets” as a result of using intent data
- How the ABM pros are mapping out their accounts to justify ABM to sales
- The items top B2B marketers have in their toolkit to unmask buyers
Original article from Demand Gen on May 2022.
