Is ABX finally coming of age?

29th March 2022

A discussion on the practicalities and realities of Account-Based Experience.

You probably hear a lot about ABX these days. But, no sooner have we wrapped our heads around account based marketing than we’re being offered an upgrade to Account-Based Experience, with the promise of increased relevance and a seamless experience for our target accounts across everything from brand marketing to media buying. An account-based nirvana grounded in better data and insights, super-charged digital experiences, and the power to execute at scale.

But hang on. ABX has been extolled at conferences and whitepapers for some time now, so why haven’t we seen it in action at scale? Is it really all that different from ABM? And how urgently should we be trying to adopt it?

Chris Burke, Associate Director, ABM Solutions at The Marketing Practice, and Amy Heidersbach, CMO, discuss why the ABX trend is emerging, how to deploy ABX on the ground, and what needs to change in terms of technology, structures, teams, processes, and mindset.

Watch the video to learn:

  • How ABX is different than ABM, and why it’s less revolution more evolution

  • Are enterprise organizations ready for ABX? A CMO’s points of view

  • Three ways you can start to embed an ABX mindset in your go-to-market strategy

  • Why it’s not quite time to throw out the ABM playbook

Produced in partnership with FINITE the global B2B marketing community for B2B Tech, Software & SaaS Marketers.


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