account-based experience (ABX)

Account-based experience (ABX) is a methodology in which separate teams in an organization work closely with one another to ensure all brand interactions are focused on the end user. Commonly in ABX marketing, sales and customer success teams will work together, creating a strategy to provide the best end result while keeping a customer-centric view of their work. This ensures each prospective client is presented with the information they need, rather than having to search for it.

ABX helps the customer in their use and experience of a product and provides an overall cohesive user experience (UX). Account-based experience can also assist in improving customer engagement. The method begins with the customer’s first awareness of the brand and continues through their last interaction before a transaction is made. Therefore, all data aggregation, orchestration and touchpoints should be focused on the end user under ABX.

The importance of ABX comes from the customer-centric methodology aiding B2B companies' transitions from sales orientated mindsets to focusing more on the customer.

Marketing, sales and customer success teams should work together to provide the following common ABX strategies:

  • Each customer should have a personalized experience.
  • Include role-based and user-generated content.
  • Target potential customers with advertisements within their network.
  • Show relevant data to potential customers.
  • Utilize existing data and tools even when newly implementing ABX.

ABX requirements

Three requirements for ABX were established by Adobe’s Digital Strategy Group. One requirement is to create an immersive digital experience that ensures customer satisfaction and brand loyalty. This means that different teams within a company must work together to provide data management systems while updating any legacy systems which can deliver additional insights. An organization may also use machine learning tools or AI to help gather data and create reports.

Another requirement, aimed at cloud-based software companies, is to align data and technology architecture with ABX initiatives. This means that an organization should know when a user visits their website by using a database for account profiles as well as a system to send that data to sales.

The last requirement is to align both people and processes to ABX strategies. This means that teams within an organization should collaborate to create the ABX experience—with a strong focus on marketing, sales and customer success teams.

Examples of ABX

A large example of the account-based experience method in use was when Adobe announced their initiative to implement ABX in March of 2019. Their reasoning behind this action was that customers will opt for better experience over products. Adobe has put a focus on ABX specifically within sales, marketing and customer support teams.

Adobe has also announced an account-based experience tool aimed at B2B marketers called ABM Essentials. The goal of ABM Essentials is to assist sales and marketing teams by making the processes, data, technology and services needed in ABX simpler.


This was last updated in August 2019

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