Full Funnel Growth

Account-Based Everything (ABX) is a strategic framework that integrates the disciplines of marketing, sales, customer experience and customer success, taking a full-funnel approach and embracing the entire customer lifecycle.

ABX is typically measured by sales metrics including qualified opportunities, pipeline revenues and customer lifetime value, with marketing metrics such as content downloads and MQLs, even SQLs, being seen as steps on the journey, not outcomes in themselves. ABX offers an effective business measurement framework aligned to sales and marketing goals, reporting on the overall customer lifetime value of an account.

Account Selection and Prioritisation

The foundation of ABX lies in identifying and prioritising accounts that offer the highest lifetime value to the business. This involves using data-driven insights to select accounts based on their potential revenue growth, strategic fit, and the likelihood of conversion.

Personalisation

ABX necessitates personalised engagement strategies for each account. This involves crafting customised marketing messages, sales pitches, and customer success plans that address the specific needs, pain points, and goals of each account. MarTech and digital platforms bring the ability to expand this significantly, to enable personalisation at scale.

Alignment of Teams

Successful ABX requires seamless collaboration between data teams, research departments, marketing, sales, account and customer experience teams. These teams must interlock across the entire customer lifecycle to share insights, strategies, and goals to ensure a cohesive approach to account engagement.

Integrated Technology

Leveraging advanced technology and tools is crucial in ABX. These tools facilitate data collection, analysis, and automation, enabling customer-focused teams to make data informed decisions; build customer intelligence; strategically plan; and deliver connected engagement and buying experienced for their most valuable customers.

Data-Driven Decision Making

Continuous data analysis and feedback loops are essential to continually track, refine and optimise ABX. Metrics such as pipeline revenue, sales opportunities and customer lifetime value help teams measure commercial success and make informed decisions from a business perspective.

Benefits of ABX

Increased ROI

By focusing resources on high-value accounts, ABX typically results in higher return on investment (ROI) compared to traditional broad-based approaches.

Enhanced Customer Relationships

The personalised and targeted nature of ABX helps build stronger, more meaningful relationships with customers.

Improved Alignment and Efficiency

The alignment of marketing, sales, and customer success teams leads to more efficient and effective account engagement strategies.

Better Customer Retention

ABX’s focus on continuous engagement and proactive support helps improve customer retention rates.

ABX represents a paradigm shift in how businesses engage with high-value accounts. By focusing on personalised, targeted strategies and aligning marketing, sales, and customer success efforts, ABX offers a powerful approach to building stronger customer relationships, improving ROI, and driving sustainable growth.

As marketing and predictive technology continues to evolve, the potential for ABX to deliver even greater value will only increase, making it an essential strategy for businesses looking to succeed in a competitive B2B landscape.