How Does It Support Account-Based Experiences (ABX)?
Account-based experiences align marketing, sales, and success around the same strategic accounts. With governed data, intent, and coordinated plays, ABX delivers personalized journeys for buying committees—measured by engagement, pipeline, and revenue.
Direct Answer
ABX is supported by a shared account plan (ICP, tiers, goals), governed data (firmographic, technographic, buying-group roles, consent), and coordinated plays that trigger 1:1–1:few personalization across web, ads, email, SDR, and executive outreach. Revenue teams use intent & fit to prioritize accounts, orchestrate journeys by stage, and measure account engagement → opportunities → revenue.
What Changes with ABX?
ABX Playbook: From ICP to Revenue
Use this sequence to operationalize account-based experiences across marketing, sales, and success.
Define → Identify → Orchestrate → Engage → Enable → Measure → Expand
- Define ICP & tiers: Fit signals, buying triggers, whitespace; assign 1:1/1:few/1:many levels.
- Identify accounts & roles: Build buying groups; enrich with intent, technographics, and consent.
- Orchestrate plays: Map stage-based offers (problem, solution, value, proof) with clear owner & SLA.
- Engage across channels: Ads, website personalization, email, SDR sequences, and events aligned to the same hypothesis.
- Enable the team: Account plans, talk tracks, competitive angles, and assets by role & industry.
- Measure outcomes: Account engagement, opportunity creation, pipeline coverage, velocity, win rate.
- Expand & retain: Post-sale adoption plays, upsell/cross-sell, and executive QBRs.
ABX Capability Maturity Matrix
| Capability | From (Ad Hoc) | To (Operationalized) | Owner | Primary KPI |
|---|---|---|---|---|
| ICP & Tiering | Broad TAM lists | Tiered ICP with clear 1:1/1:few/1:many rules | RevOps/Marketing | Coverage, Priority Accuracy |
| Buying Groups | Single contact focus | Mapped roles & multi-threading | Sales | Contacts per Opp, Win Rate |
| Plays & Orchestration | One-off touches | Stage-based plays with owners, SLAs, and shared assets | Marketing/Sales | Stage Velocity, Meetings Set |
| Personalization | Generic messaging | Role/industry/account-tailored content & site | Content/Web | Account Engagement Lift |
| Measurement | Lead metrics | Account pipeline, velocity, and revenue impact | Analytics | Pipeline, Win Rate, ACV |
Snapshot: Coordinated Plays Win Complex Deals
By tiering accounts, mapping buying groups, and coordinating plays across ads, site, SDR, and executive outreach, teams increased multi-threading and win rate while reducing cycle time. Explore results: Comcast Business · Broadridge
Connect ABX to RM6™ and The Loop™ to align strategy, execution, and measurement at the account level.
Frequently Asked Questions
Make ABX Operational
We’ll align ICP, buying groups, and coordinated plays—then instrument account-level measurement to prove impact.
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