From ABM to ABX: How to create a multichannel B2B experience with the customer at the center
The evolution from ABM (account-based marketing) to ABX (account-based experience) is far more significant than changing one letter on a client presentation.
Done right, it can drive greater value from top customers and demonstrate the commercial impact of a marketer’s work, at a time when ROI has rarely been more important.
The good news, though, is that it isn’t a complete overhaul of ABM. Think of it instead as a refinement of the ABM model, one that’s better designed to adapt and respond to two big strategic shifts in the B2B market.
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