Shifting Your Focus to Account-Based Experience (ABX)

Last Updated March 23rd, 2021

 

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Just because someone fills out a form doesn’t mean they’re ready to talk to a salesperson. Two problems stem from this fact: the problem of discerning which leads are ready and the problem of how to nurture the ones that aren’t. This conundrum of managing leads was partly resolved through an explosion of marketing technology.

Marketing automation has driven the concept of the marketing qualified lead (MQL); it’s focused on the individual. Especially in B2B, we often need to widen the view to the account level. Hence the rise of account-based marketing (ABM) and the technology that supports it.

Similarly, we need to widen the view of the customer experience (CX) to include an account-based experience (ABX).

Today’s guest, Jon Miller, guides us through the evolution of marketing automation to ABM and of CX to ABX. And he’s had a front-row seat and hands-on experience with the changes in markets, marketing, and martech related to this shift.

Jon is Chief Marketing and Product Officer at Demandbase and previously Co-Founder at Marketo and Engagio. He shares his view of marketing automation at and after Marketo’s founding around 2004, as well as his view of account-based marketing at and after the Engagio’s founding around 2014 (and recent acquisition by Demandbase).

Jon shares insights into …

How CX and ABX relate to one another
What, why, and how of intent data
How to evolve beyond marketing automation
Why to create culture with intention
How to set meetings during Shark Week

 

 

Shifting Your Focus to Account-Based Experience (ABX)

Enjoy Episode 128 of “The Customer Experience Podcast” anywhere you go with your favorite podcast app:

While you’re there, please take a couple of extra seconds and give one additional click to rate the show. We’d really appreciate it!

We also embed the full audio every episode in its companion blog post, so you can hear (and search) the entire conversation with Jon Miller of Demandbase right here:

 
 

 
 

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Video Highlights: Shifting Your Focus to Account-Based Experience (ABX)

Check out the top five video highlights from the discussion with Jon Miller of Demandbase below…

 

1. Customer Experience and Account-Based Experience

 

 

2. What, Why, and How of Intent Data

 

 

3. Evolving Beyond Marketing Automation

 

 

4. Creating Culture With Intention

 

 

5. Setting Meetings During Shark Week

 

 

Mentioned In This Episode:

 

 

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Subscribe, Listen, Rate, and Review The Customer Experience Podcast:

 

 

 

Ethan Beute

Ethan Beute | About The Author

Chief Evangelist at BombBomb, co-author of Rehumanize Your Business, and host of The Customer Experience Podcast, Ethan collects and tells stories of clearer communication, human connection, and higher conversion with simple, personal videos. BA: University of Michigan. MBA: University of Colorado-Colorado Springs. Fresh air & clean water.

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