Blog Series: Outperform Demand Generation Expectations with the Folloze ABX Masterclass
Transform B2B marketing performance by unlocking personalization at scale to engage buyers and accelerate pipeline. Top B2B marketers prove that our formula outperforms traditional demand generation and delivers greater efficiencies across the entire go-to-market (GTM) operation.
But knowing what to do is not the same as knowing how to do it. So, for the first time ever, we're making our industry-leading approach to account-based experience (ABX) available to everyone.
The Folloze ABX Masterclass has six courses to help marketers create a new, connected way to get great full-funnel results across all channels. We’ve innovated our own Folloze account-based GTM (ABGTM) model over the past several years, with our customers, and this is the formula that works. You can't get this anywhere else.
Supercharge your ABGTM operation with this 3-part blog series from our course: Outperform Demand Generation Expectations with ABX. Learn to deliver exceptional account-based experiences that delight and mobilize today's B2B buyers, and develop a strategy that helps you deliver more with less.
In our first two blogs of the series, we covered ABX: the smarter approach to B2B marketing and why ABX is a top strategy for B2B marketers.
Let’s close out by showing how high-quality account engagement, driven by ABX, is crucial for driving buyer interest and intent.
The Importance of Engagement: Understanding the Evolving B2B Buyer Journey
The B2B buyer journey has changed significantly in recent years. Buyers are now more likely to conduct their research independently online before engaging with sales, with 70%1 of the buyer journey completed before they reach out to vendors.
This shift necessitates that B2B marketers focus on engaging buyers early and consistently throughout their journey, making engagement a critical currency for success.
Brands that provide engaging and informative experiences throughout the buying process are more likely to win deals, build preference for their solutions, and be seen as easy to do business with.
1 Source: 6sense B2B Buyer Experience Report
Modern ABM Deployment Models: Enabling Scalable Engagement
Folloze partner, ForgeX, a B2B market research and advisory firm specializing in ABGTM strategies, shares how B2B marketers should move away from the outdated ABM pyramid and adopt two modern modernized ABM deployment models to facilitate engagement at scale.
Enterprise ABM, typically employed by larger organizations, focuses on highly personalized campaigns for a select group of high-value accounts.
Growth ABM, suitable for all sizes of organizations, uses a tiered account structure to scale personalized engagement across a larger number of accounts.
Capture Buyer Attention and Drive Intent: Creating Engaging Digital Experiences
Marketers must prioritize creating high-quality, engaging digital experiences that cater to the self-serve nature of modern B2B buyers.
- Generic landing pages and traditional lead-generation tactics are no longer effective. Marketers need to use intent platforms, personalization technology, and marketing automation to deliver tailored content and experiences that resonate with buyers.
- Engaging digital experiences are crucial for capturing buyer attention, fostering interactions, and generating valuable first-party insights that can inform future interactions and personalize the buyer journey further.
The Folloze Buyer Experience platform makes this operating model possible by giving people the right tools to be agile, orchestrate connected experiences for buyers, and generate 1st-party insights that transform engagement into actual pipeline. Plus, the Folloze Impact Dashboard provides comprehensive insights needed to understand every customer, drive effective team actions, and close more deals faster.
Overcome ABX Blockers: Addressing People, Process, and Technology Challenges
B2B marketers need to address common ABX transformation blockers related to people, processes, and technology to unlock the full potential of engagement-driven ABX. These blockers often manifest as mistrust, misalignment, and competing priorities among marketing, sales, and customer success teams.
Successfully navigating these challenges requires:
- Fostering a culture of collaboration and trust across teams.
- Aligning on shared goals and metrics, moving beyond traditional marketing metrics like MQLs and embracing engagement as a key indicator of success.
- Implementing technology solutions that enable seamless data sharing, streamlined workflows, and personalized experiences at scale.
By understanding the evolving B2B buying journey, adopting modern ABM deployment models, creating engaging digital experiences, and overcoming common transformation blockers, B2B marketers can successfully leverage engagement as a key driver of ABX performance. This approach enables organizations to deliver exceptional buyer experiences, improve pipeline generation, and achieve significant business results in today’s competitive market.
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 (30min)
- Personalization for Growth ABM (ABM at Scale) (55min)
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 operation.
