Account-Based Experiences (ABX) has become the modern approach by leaders, and its rooted in an intense focus on the customer at every stage of the buying cycle, using intelligent insights to know when and how to engage, and what to say to each account. During this session, join Tenessa Lochner, Director of Enterprise Marketing & ABM at Demandbase, to learn how companies are evolving their go-to-market to align with the buyer experience at every stage of the journey, including: Site customization; Forms enrichment; and Personalization approaches to create unique experiences for customers and prospects.

1. Evolve your B2B Go-to-Market
Strategy with Account-Based
Experience (ABX)
Tenessa Lochner
Director, Enterprise Marketing & ABX
Demandbase

2. © 2021 Demandbase |
✓ Why ABX?
✓ ABM v. ABX
✓ ABX Building Blocks
✓ GTM Planning
✓ ABX Campaign Deep Dive
2
Agenda

3. Buyers do their research EARLY
3
57%
Of the way to a buying
decision before engaging
with Sales (CEB)
Fully define their needs on
their own before raising
hand (CSO Insights)
Of the Buyer’s Journey is
now done digitally
(SiriusDecisions)
70% 67%

4. © 2021 Demandbase |
Start here
Initial
research
Social
media
Anonymous
website visit
Competitive
site visits
Buying
committee
research
Social
network
Pipeline
Evaluation
Retain
Research additional
solutions
Customer
Unknown Known
Form fill/Hand-raise
/Demo request
Not here

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ORGANIZATIONAL ALIGNMENT
ALIGNMENT ON
§ Objectives
§ Target account list
§ Campaigns
§ KPI

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Account-Based Experience (ABX) = The Best of ABM + CX
Traditional ABM Modern ABX
Interruption-based
Aligns go-to-market efforts to the account journey,
using intelligence and insights to know when and how
to engage and what to say to each account
Marketing only Orchestrated process with Marketing and Sales
Primarily pipeline
The full B2B customer lifecycle including brand,
pipeline, opportunities, retention/expansion

7. © 2021 Demandbase |
Account Based Experience
A go-to-market strategy that
uses data and insights to
orchestrate relevant, trusted
Marketing and Sales actions
throughout the B2B customer lifecycle.

8. © 2021 Demandbase |
A fundamental strategy that spans all your go-to-market efforts; not a simple
campaign or tactic
Account Based Experience
A go-to-market strategy that
uses data and insights to
orchestrate relevant, trust
Marketing and Sales actions
throughout the B2B customer lifecycle.

9. © 2021 Demandbase |
Account Based Experience
A go-to-market strategy that
uses data and insights to
orchestrate relevant, trust
Marketing and Sales actions
throughout the B2B customer lifecycle.
Uses research and AI to know when and how to engage, and what to
say, to create a relevant experience

10. © 2021 Demandbase |
Account Based Experience
A go-to-market strategy that
uses data and insights to
orchestrate relevant, trust
Marketing and Sales actions
throughout the B2B customer lifecycle.
An orchestrated process across Marketing,
Sales Development, Sales, and Customer Success

11. © 2021 Demandbase |
Account Based Experience
A go-to-market strategy that
uses data and insights to
orchestrate relevant, trust
Marketing and Sales actions
throughout the B2B customer lifecycle.
Touches all aspects of the full customer journey including brand, pipeline,
opportunities, and post-sale retention/expansion

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Building Blocks
ABX

13. © 2021 Demandbase |
Use FIRE to define the journey and identify MQAs
Pipeline Predict
Qualified accounts showing behaviors that predict buying activity
Awareness
Engaged
MQA
Opportunity
Customer
Post-Sale
Qualified
Account Journey
Customizable
Stages
AI + Big Data
Finds and Scores
Buying Patterns
F it Accounts in your ICP
I ntent Interest in your products and/or competitors
R elationship Context and history with the account
E ngagement Time spent with your company
13

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Awareness
Engaged
MQA
Opportunity
Customer
Post-Sale
Qualified Matches our ideal customer profile (ICP) – FIT
Showing awareness for our category – INTENT
Engaging with our website, programs – ENGAGEMENT
Marketing Qualified Account – PIPELINE PREDICT
Open opportunity
Closed won opportunity
Adoption and expansion
Use FIRE to define the journey and identify MQAs

15. © 2021 Demandbase |
Early in the journey, focus on building your brand on a
foundation of trust.
Move from emotion to logic with thought
leadership and education.
Find when accounts are in-market and actually
interested in hearing from you — but before they
raise their hand on your website.
Focus on validation and engaging the entire
buying committee.
Enhance the post-sale experience with adoption
best practices and finding expansion opportunities.
In ABX, we align interactions to the buyer’s journey
Awareness
Engaged
MQA
Opportunity
Customer
Post-Sale
Qualified
Use deep account
insights to ensure
each interaction is
relevant and useful
enough to be worthy
of their attention.

16. © 2021 Demandbase
The Core ABX Processes
16
Find
the accounts that drive
your business
Engage
with relevant, personalized
interactions across
channels
Close
deals and expand
relationships by aligning
Marketing and Sales
Build
your account data
foundation
Measure
account progress

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HOW TO DETERMINE GOALS
Company
Goals
Sales
Goals
Marketing
Goals
Campaign
Goals
Individual
Goals

18. ABM
STRATEGY
MESSAGING
1:1
STRATEGIC
ACCTS
1:FEW
AE TOP ACCTS
1:MANY
REST OF DB4K
DEMAND GEN
IDEAL CUSTOMER
PROFILE (ICP)
O
P
E
N
O
P
P
S
C
U
S
T
O
M
E
R
S
ACCTS CHOSEN BASED ON KEY
INDICATORS AND AE ACCOUNT
KNOWLEDGE & PRIORITIZATION
ACCTS CHOSEN BASED
ON ACCOUNT
CHARACERTISTICS AND
TECHNOGRAPHICS,
INTENT ACTIVITY,
ENGAGEMENT
BEHAVIOR
Segment 1
(e.g., intent)
JOURNEY STAGE
Segment 2
(e.g., industry)
ROLE-BASED
SEGMENTATION
OVERLAY TO ACCOUNT
SEGMENTS – HOW WE
ENGAGE WITH CONTACTS
Account Segmentation Model

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PRIORITIZE SEGMENTS
copyright 2020
One
-to-
One ABM
One-to-Few
ABM
One-to-Many ABM
I
n
v
e
s
t
m
e
n
t
&
R
O
I
p
e
r
a
c
c
o
u
n
t
HIGH
LOW
Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, October 2019
5−50
Accounts
§ Prioritize existing key accounts
§ Customized for each account
§ Engagement and relationship-
focused
3-5
clusters of
5-25
accounts
each
§ Focus on new and existing key
accounts with similar issues
§ Customized with some
personalization
§ Engagement and lead-focused
100s of
accounts
§ Prioritize new accounts
§ Targeted with light personalization
§ Lead-focused

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Entitlements
help you
determine how
many accounts
by tier
Evergreen
Triggered
Segmented
Evergreen Triggered
1:1
• Account plan
• 1:1 workshop
• VIP experiences
• 100% custom content, chat
• Advertising ($$$)
• Proactive outbound
• Quarterly contact refresh (5)
• $100+ gifting
• Cameo message
• 100% customized response
1:Few
• Mini account plan
• 20% custom content
• Advertising ($$)
• Proactive outbound
• Quarterly contact refresh (3)
• $75+ gifting
• Highly customized response
1:Many
• Advertising ($)
• Limited outbound
• Program-based content
• $50+ gifting
• Customized response
ICP
• General demand gen
• No outbound until trigger
• Lightly customized response

21. © 2021 Demandbase
Orchestration play examples
If This…. …Then That
ICP accounts not yet engaging with your website and
campaigns
Advertise to build awareness and attract them to your
website
Target account that’s aware but not in-market Send a personalized or fun gift to build brand affinity
Key executive downloads content or registers for a webinar Offer a meeting with your subject matter expert or prompt the
AE to reach out for a personalized demo
New Marketing Qualified Account (qualified and in-market) Reach out to multiple personas at the account
Valuable accounts that aren’t responding over other
channels
Use high value offers to engage with top decision makers
Lower-level contact from key account attends an online
demo
Invite C-level exec to meet with one of your top executives
Open opportunity Advertise to account to drive validation and consensus
Stuck or lost opportunities that show intent or engagement
from key personas, but don’t have any recent sales touch
Alert the account executive to take action and/or bring in
new voices and channels to get the conversation going
again
Existing customers that start showing intent or engagement
in products they don’t yet own
Reach out to the new buying center using your team and
your existing contacts at the customer
Customer showing intent for competitor keywords Alert the CSM and account manager

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Industry ABX Campaign
Segmented Campaign Example

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Do your
research!
• With all of this data at our
fingertips, don’t forget to
use it to inform your
campaigns.
Understand Intent
Uncover Net New Accounts
What Personas are Engaged
Where are they
in the funnel

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Create your
content and
programs
Website Personalization
Advertising
Content
Direct Mail
Virtual Roundtables

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Enable your
Sales Team
with insights to
take action on.
Email Digests
Slack Alerts
Create Email Cadences

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Measure your
success
Content Consumption
Shared Dashboards
Pipeline Health

27. © 2021 Demandbase |
✓ ABX is a full GTM Strategy
✓ Use Data and AI to find accounts who are in-
market
✓ Talk to Customers where they are in the
buyer's journey
✓ Segment with a goal and purpose in mind
27
Takeaway

28. © 2021 Demandbase |
Thank You
28
You’re the best!