Most B2B personalization today is one-dimensional - simply swapping out names, companies, or industries in static content. This oversimplified approach fails to address the complex layers of modern buying dynamics and vital signals, leading to reduced engagement rates, longer sales cycles, and stagnant pipeline growth.
Folloze revolutionizes this outdated model with Account-Based Experiences (ABX), creating dynamic buying experiences that adapt to every dimension of the purchase journey. By understanding the full context - from account dynamics and buying stage signals to decision-maker roles and demonstrated interests - Folloze delivers intelligent buyer experiences that evolve with each interaction. This sophisticated approach to personalization leverages real-time behavioral data to accelerate deals and drive meaningful revenue impact in today's digital-first, buyer-driven market.
Building an effective ABX strategy doesn't have to be daunting. Transform your GTM strategy with our proven ABX Blueprint, focused on four essential pillars: alignment, experiences, engagement, and signals. Our ABX Masterclass delivers battle-tested strategies used by leading B2B marketers to outperform traditional demand generation.
In our first blog of the 3-part series, we discussed “10 ABX secrets that top B2B marketers don’t share”. Now, let’s dive into “The Ultimate ABX Guide: Everything You Need to Know".
From strategy to implementation—discover how top B2B marketers are driving 5-20x higher conversion rates with personalized experiences
What’s keeping B2B marketers up at night?
We've taken the most burning questions from our recent ABX Masterclass, Build an ABX Blueprint for your Go-to-Market (GTM) Team, and broken them down into straight-talking answers that will help you transform your B2B marketing strategy.
THE BASICS
Q: What exactly is ABX, and why should I care?
A: Think of ABX (account based experience) as the next evolution of ABM (account based marketing). ABX is the future of B2B marketing – it's about delivering tailored experiences to your target accounts based on their unique buying journey. Instead of sending the same message to everyone, you're crafting meaningful interactions that make each account feel truly understood.
Why care? Because companies using ABX are seeing 5-20x higher conversion rates compared to traditional demand gen approaches. That’s not marketing spin—it’s proof that understanding your buyers and delivering what they need works.
Don’t take my word for it, hear from the following top B2B marketers, who are Folloze customers, as they share ABX tactical guides and resources to reach, engage and drive in-market account velocity.
- Alex McWethy, Director of Demand Generation Programs at WatchGuard, shares their transformation from demand generation to ABX with the power of Folloze + 6sense to turn highly complex, multi-faceted global campaigns into a cake-walk.
- Vicki McKown, Sr. Marketing Campaign Manager, Account Based + Pipeline Marketing at Workday, shares the difference between traditional demand generation and ABX, and how ABX is a “force multipier” to drive more pipeline and revenue.
- Matt Cohen-Meyer, Commercial Growth Lead, Strategic & Enterprise Accounts at Demandbase, shares how ABX enables GTM teams to scale and do a significant amount more with less.
- Nancy Harlan, former Vice President, Account Based Marketing at UiPath, shares the challenge of maximizing customer engagement and revenue, and how ABX is the key to customer growth.
Q: I keep hearing about "personalization at scale." Isn't that a contradiction?
A: Not anymore! Here's the secret….With a Growth ABM deployment model, you organize your accounts into three tiers, by mapping your current account distribution and adjust your resource allocation accordingly.
- Tier 3 (75%* of accounts): Light, automated personalization
Most of your ICP accounts are "under a rock" - not actively researching solutions or showing engagement. With a low conversion rate of <1%* to opportunity, it's crucial to take a smart, scalable approach. Rather than burning sales resources, marketing should drive awareness through Tier 3 personalization tactics that are both cost-effective and scalable. By tracking account movement weekly, you can nurture these accounts through their buyer journey and identify the roughly 1%* that progress to the next stage.
- Tier 2 (20%*): Enhanced personalization with some human touch
These "eager to learn" accounts show strong intent over the past 30 days and are 5x* more likely to convert to opportunities. Now's the time to activate your ADR team with Tier 2 personalization - balancing scalable tactics with more focused outreach. With ~6%* of these accounts advancing weekly, smart engagement is crucial for moving them toward the decision stage.
- Tier 1 (5%*): Deep, highly customized experiences
These accounts are actively comparing solutions and showing surging engagement - they're in the sweet spot of decision-making. At this critical stage, accounts are 20x* more likely to convert within three months, warranting full GTM team activation. We shift to Tier 1 tactics, surrounding the buying committee with dynamic personalized experiences and maintaining over 90%* retention in this stage to hit pipeline targets.
ABX brings marketing, sales, and ADRs together with a clear roadmap, so the whole team works together seamlessly to engage the buyer at every stage. When everyone knows the goal, it’s amazing what you can achieve together. Check out this 30-second video to align your team for ABX success.
* For Folloze, this is an approximate percentage of the Ideal Customer Profile account volume (ICP), average conversion rates, and cohort movement averages.
STRATEGY & IMPLEMENTATION
Q: Where do I even start with ABX?
A: Start by answering these questions:
- Who is your ideal customer profile (ICP)?
- Where do most of your accounts sit in the buying journey?
- Which GTM teams should be activated throughout?
- What content and resources do you have for each stage and personas?
- What plays are available to drive engagement?
Then build your foundation with journey-stage personalization before getting fancy with account-specific experiences. Deep dive into establishing ABX GTM team workflows by watching this video, it provides examples to define journey stages, team involvement, tiers, and goals.
Q: How do I know which accounts deserve more attention?
A: Look for these signals:
- Engagement scores from your content interactions
- Intent signals showing research in your category
- Multiple contacts from the same account showing interest
- Recent changes or triggers in the account
Deep dive into scaling personalized buyer journeys by watching this video, it provides examples to define the message approach, buyer committee activation, and map first and third party signals.
Pro Tip: Leverage first-party signals such as the Folloze Engagement Score, which represents an account’s engagement level, based on the intensity of their interactions across various touchpoints and over time. It provides marketing and sales teams the tools to facilitate informed decision-making, showcase their campaign and program results, and secure ongoing success by measuring the full spectrum of engagement.
While third-party intent gets sellers to the neighborhood, the Folloze Impact Dashboard will get them to the front door, a key advantage in a much tighter market.
CONTENT & ENGAGEMENT
Q: What content should I create for each stage?
A: Here's your content shopping list:
- Early Stage (Target & Awareness):
- Thought leadership articles
- Educational infographics
- Industry reports
- "What is..." videos
- Middle Stage (Consideration):
- How-to guides
- Case studies
- Comparison guides
- Webinars
- Late Stage (Decision and Purchase):
- Interactive product tours
- Pricing guides
- Customer testimonials
- ROI calculators
Q: How do I avoid creeping out prospects with too much personalization?
A: Follow the "80/20 rule":
- 80% of your content should be journey-stage relevant
- 20% should be account-specific
- Always personalize with purpose, not just because you can
- Focus on being helpful rather than showing off how much you know about them
Deep dive into defining precision GTM plays by watching this video, it provides examples from top B2B marketers who have worked with us to share how to execute engagement programs that drive rapid business outcomes.
TECHNOLOGY & AUTOMATION
Q: Do I need fancy tech to do ABX well?
A: Not necessarily. Start with what you have: Marketing Automation Platform, CRM, and a Buyer Experience Platform.
Pro Tip: The key is orchestrating these tools well rather than having every shiny new toy.
Don’t have a Buyer Experience Platform? Look no further, Folloze empowers B2B marketers to deliver AI-powered personalization at scale, transforming how teams engage buyers and accelerate pipeline. Through our no-code platform, create sophisticated personalized experiences that drive real marketing impact and set your sales team up for success. See Folloze in action.
Q: How do I automate ABX plays without losing the human touch?
A: Use this "If/Then" formula, it’s your own signal-response go-to-market framework:
If: Account shows category interest
Then: Share educational content + light personalization
If: Account engages with solution content
Then: Trigger ADR outreach + enhanced content
If: Multiple stakeholders engage
Then: Deploy full GTM team + maximum personalization
Think of data as a compass that guides your next move. Imagine having insights into which buyers are engaging, what they’re interested in, and who’s closest to making a decision.
Deep dive into using data to drive impact by watching this video, it provides examples to read signals and automate workflows, so you can focus on the buyers who matter most, making it easier to close deals faster.
MEASURING SUCCESS
Q: What metrics should I track?
A: Focus on these key indicators:
- Account engagement scores
- Multi-stakeholder engagement rates
- Time-to-conversion by stage
- Pipeline velocity
- Conversion rates by Tier
Q: How quickly should I expect to see results?
A: Set realistic expectations:
- 30 days: Improved engagement metrics
- 60 days: Better conversion rates at top of funnel
- 90 days: Initial pipeline impact
- 6 months: Significant ROI metrics
THE HUMAN SIDE
Q: How do I get my sales team on board?
A: Show them the money! No, seriously – success starts with aligning everyone around the buyer.
Share those early wins and quick victories to build momentum. When your sales team sees how ABX insights make their outreach more effective, they'll be eager to get involved. Get them into the planning process for personalized experiences, and keep those feedback loops flowing for continuous improvement. It's amazing how quickly the team gets excited when they see ABX in action.
Q: What's the biggest mistake people make with ABX?
A: Trying to boil the ocean. Start small instead.
Begin by picking one target segment where you can focus your efforts. Set up some basic personalization rules to get things moving. Take time to test your approach and learn from the results. Once you find what works, expand those winning strategies to other segments. Then simply rinse and repeat. This methodical approach beats trying to do everything at once – and you'll see better results faster.
Listen to this example of how you can start with the foundation of journey stage experiences and layer on more complex experiences to meet buyers exactly where they are in their journey.
TAKING ACTION
Q: What can I do right now to get started?
A: Here's your 3-step quick-start guide:
Take action today and watch this 2-minute video to launch your ABX Blueprint.
1. Audit Your Current State
- Map your account distribution
- Review existing content
- Assess your tech stack
2. Build Your Foundation
- Download the ABX Blueprint
- Align with your GTM leadership
- Define your tiered strategy
3. Start Small but Start Now
- Begin with basic journey personalization
- Set up simple automation flows
- Track and optimize based on data
THE BOTTOM LINE
Q: Why should I care about all this right now?
A: Because B2B buying has changed forever. Your buyers expect consumer-grade experiences with B2B precision. ABX isn't just another marketing buzzword – it's how modern B2B companies create predictable pipeline growth and lasting customer relationships.
Free Resources to Get Started with ABX Transformation
Are you enrolled in Folloze Academy? All Folloze users have access to Folloze Academy courses.
- Outperform Demand Generation Expectations with ABX
- Build an ABX Blueprint for Your GTM Team
- Personalization for Growth ABM (ABM at Scale)
Improve your ABX strategy and strengthen your approach to personalization with our newest courses available for Folloze users. Or get started by browsing our Transform to ABX Now webinar series to hear from customers just like you who've transformed their operations.
