Boost your performance through the funnel with hyper-personalized marketing & sales integration.
Account-based Experience (ABX) is a hyper-personalised, hyper-targeted approach to engaging high value accounts. ABX integrates marketing and sales, a collaboration that can put marketing performance into overdrive, accelerate deal progression, and boost your conversion rates.
A staggering
of sales and marketing professionals report misalignment in strategy, process, culture, and content within their organizations.
According to the Harvard Business Review, marketing-sales misalignment costs businesses
annually.
A trillion-dollar business challenge
Today’s B2B market is fierce. Not only are there more stakeholders involved in purchase decisions, but buyers are becoming more knowledgeable about brands and their products. To overcome this challenge, marketing and sales teams must join forces.
We like to compare it to fishing. Traditional demand generation programs are nets, which catch as many fish (leads) as possible.
ABX, however, is like spearfishing. You care deeply which fish you catch, what type, size and colour they are. In fact, you might have been on their trail for a while already!
Unlike ABM, ABX starts with "the flipped funnel". Reducing the number of target accounts and increasing personalization can dramatically improve marketing performance.
The type of ABX program - 1:1 or 1:few or 1:many – may vary based on your objective or the length of your target account list. Do you want to acquire new customers, retain existing ones, or up- and cross-sell? Are you after 1 or 2 really big fish or a shoal of 50 or more?
To unleash ABX’s full potential, marketing needs to
involve sales early and comprehensively in planning:
Align on strategic objectives for sales buy-in
Identify highest potential target accounts
Leverage insights to shape propositions and messaging
Support sales through intelligence,
qualification, nurturing and enablement
Samsung Knox for Publishers
See how Samsung turned a global challenge into a personal win, by getting 7 out of 10 of the UK’s largest publishers into sales talks and selling 15.000 tablet devices with just one deal.
The Participation Agency
With 25 years of helping B2B brands grow faster, Iris’s creative, data-driven approach to media ensures that your propositions are taken to the right audience in the most meaningful, participative way.
Global B2B Demand Generation
MarketOne brings 26 years of experience in helping B2B organizations build a high-performing sales funnel through our unique combination of strategic advisory, plus global, scalable digital production, sales development, and data services.
To find out if ABX can work for your company, start by asking yourself these 6 fundamental questions. They will help you to determine your objectives, scale and approach. We will be happy to give you a deeper insight into the topic in a personal meeting.
Thilo Rust
Group Account Director ABX
thilo.rust@iris-worldwide.com
Stuart Hawe
VP Global Business & Head of Sales Development
shawe@marketone.com
Got questions?
If you would like to ask a few questions before booking a consultation,
contact us at shawe@marketone.com,
and we will get you the information you need.
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