Account-Based Marketing / Account-Based Experience is a hot topic in B2B but not necessarily clearly understood. We decided to run a small-group session with some clients to ‘demystify’ ABM/X and unpack what it is, why do it and discuss the key components. The small group quickly expanded and so we turned the session into a micro-webinar for invited marketers. Here we share the session to the broader B2B community. We discuss the three ABM/X models, when to use which and the seven key components on best-practice ABM/X. The discussion includes selecting and identifying the audience, personalised engagement, the tech/data and measuring success. Happy viewing! If the video piques your interest, feel free to contact us. BTW, we prefer the ABX reference as ‘account-based’ is a certainly a collaboration between Sales and Marketing, and in fact is about the whole business being focussed on the accounts that matter.
Here’s a timestamp …