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How to Attract and Engage, Not Alienate, B2B Buyers

June 16, 2021

Via: CMSWire

If you’ve been practicing account-based marketing (ABM) for some time, you’re well aware of the need to target the right accounts and get personalized with your outreach. But even the best ABM practitioners are unwittingly making mistakes that can alienate their buyers. Namely, they’re not factoring customer experience (CX) into the ABM process.

If this sounds familiar, you’re not alone. Account-based experience provides a better way. In the simplest terms possible, account-based experience (ABX) takes the best CX principles and applies them to the account-based world. It’s a go-to-market strategy that has the best of ABM and CX, making it best for you and for your buyers. Here’s why it’s time — and how — to move from accidental alienation to attracting and engaging.

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