Mastering Account-Based: The Secret to B2B Success

Resource Center > Mastering Account-Based: The Secret to B2B Success

Resource Center > Mastering Account-Based: The Secret to B2B Success

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About the Author

Nina Hambleton

Nina Hambleton is the Growth Marketing Manager at Intelligent Demand. She leverages her background in SaaS, Sales Enablement and Training, and thought leadership marketing to develop effective strategies for ID and Growth Driver.

In the rapidly evolving world of B2B marketing, standing out from the crowd is no small feat. With new strategies popping up constantly, how do you know which one is right for your organization? One approach that’s been gaining traction is account-based marketing (ABM), or more accurately, account-based experiences (ABX).

But is it the right fit for your business?

Let’s take a deep dive into the complexities of account-based strategies and how to determine if they’re the key to your success with Gabe Rogol, CEO of Demandbase.

What is Account-Based Marketing?

Account-based marketing, or ABM, is a highly targeted approach where marketing and sales efforts are focused on specific accounts rather than broad lead generation. It’s about creating personalized experiences for each target account, aiming to turn them into high-value clients. While it started as ABM, the strategy has evolved into what many now call account-based experiences (ABX), reflecting the close alignment of marketing and sales in this approach.

The term “account-based marketing” has been around for over 15 years. However, as businesses and technology have evolved, so has the strategy. ABX emphasizes a more holistic approach, integrating marketing, sales, and customer success teams to create seamless and personalized experiences for target accounts. This shift acknowledges that successful B2B marketing isn’t just about attracting leads—it’s about nurturing and retaining them throughout their entire lifecycle.

Why Account-Based Isn’t for Every Business

While ABX offers numerous advantages, it isn’t a one-size-fits-all solution. To be effective, a certain level of market complexity is required. If your business deals with straightforward transactions or low-value deals, an account-based approach might not be necessary. On the other hand, if you’re selling complex solutions with long sales cycles and high contract values, ABX could be a game-changer.

Understanding Market Complexity

Market complexity refers to the intricacies involved in the buying process. This includes the number of stakeholders, the length of the sales cycle, and the customization required for each deal. ABX works best in environments where multiple decision-makers are involved, and the sales process is lengthy and multifaceted.

Key Indicators of Market Complexity:

  1. High Average Contract Value (ACV) – If your deals are worth hundreds of thousands of dollars or more, an account-based approach can help justify the investment.
  2. Multiple Stakeholders – When several decision-makers are involved in the buying process, personalized and targeted marketing can significantly influence the outcome.
  3. Long Sales Cycles – If your sales cycle spans several months to a year or more, ABX can help maintain engagement and nurture relationships over time.

As Gabe explains, “there is no hard and fast line, but if people thought about it in terms of how much investment to put into each account, that helps to determine whether you need AB or not.”

The Technology Challenge

Despite the clear benefits, not all technologies have kept pace with the demands of an account-based approach. Traditional CRMs often struggle to roll contacts into accounts, making it difficult to execute targeted account strategies effectively.

When adopting an account-based approach, it’s important to maintain a consistent buying experience between marketing and sales. Organizations “where you have tens of thousands of accounts that you need intent and context with–that’s where an account based platform is really, really important,” says Gabe.

Getting On-Board with AB

In today’s competitive B2B landscape, account-based strategies offer a powerful way to engage target accounts and drive business growth. However, it’s essential to assess your market complexity and ensure that your organization is equipped with the right technology and processes to succeed.

For B2B marketers, sales professionals, and business leaders, ABX represents a significant opportunity to create meaningful, personalized experiences that resonate with key accounts.

Are you ready to take the next step in your ABX journey? Explore our range of account-based resources and tools designed to help you succeed, and join our community of forward-thinking professionals dedicated to driving B2B success by subscribing to Growth Driver.