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 blog of the series, we started with ABX: the smarter approach to B2B marketing. Now let’s discuss what it means to shift from traditional demand generation to ABX and why ABX is a top strategy for B2B marketers.
See why ABX is right for your business.
A Fundamental Change
The shift from traditional demand generation (and the age-old lead generation) to an account-based experience (ABX) model represents a fundamental change in how businesses approach the buyer journey and sales process. Here’s how:
- Traditional demand generation often focuses on generating as many leads as possible, typically by collecting contact information by gating content downloads so sales can follow up, regardless of their quality or fit with the business. This can result in a high volume of low-value leads and a lengthy sales cycle, as sales teams struggle to identify and prioritize the most promising opportunities. This approach often leaves sales with little time to influence the deal.
- Account-Based Experience (ABX), on the other hand, prioritizes building relationships with a select group of high-value accounts that are most likely to convert into customers. This involves creating personalized experiences by educating them with content without asking right away for anything in return. It addresses the specific needs and challenges of each account, fostering trust, and providing value throughout the entire buyer journey.
Frequently Asked Question: What is the difference between ABM and ABX?
Think of this as moving away from traditional marketing (which is scalable but not personalized) and turbocharging account-based marketing (ABM) from what it is (personalized but not scalable) to what it should be. It’s ABM on steroids, ABX is a way to embrace agility, insights, and engagement and perform on an entirely new level to drive sustained customer interest and commitment.
Let's break down the impact of this shift.
Impact on the Buyer's Journey:
- Self-Serve Buyers: ABX understands that buyers are taking I-N-D-E-P-E-N-D-E-N-T to a whole new level. They prefer to do their own research and learn about products before talking to sales reps. That's why ABX makes it easy for buyers to find valuable information and resources on their own, right from the start of their buying journey.
- Personalized Engagement: ABX emphasizes delivering highly personalized experiences that resonate with individual buyers and address their specific needs. This is crucial because a single message no longer resonates with the larger buying committees seen in today's B2B landscape.
- Building Relationships: Rather than focusing on immediate conversions, ABX focuses on building long-term relationships with key accounts. This means providing value for the long term, building relationships with many people in an account, and making the brand a trusted advisor.
Impact on the Sales Process:
- Targeted Outreach: By focusing on a smaller number of high-value accounts, sales teams can dedicate more time and resources to targeted outreach and relationship building. This leads to more qualified leads and a higher likelihood of closing deals.
- Faster Sales Cycles: ABX helps to accelerate the sales cycle by providing buyers with the information they need upfront and nurturing them with personalized content. This reduces the time it takes for buyers to reach a decision.
- Improved Alignment Between Sales and Marketing: ABX requires close collaboration between sales and marketing teams. This alignment ensures that marketing is providing sales with qualified leads and supporting their efforts throughout the sales process and outbound marketing.
ABX Is a Top Strategy for B2B Marketers
Learn from successful B2B marketers who use Folloze. They'll share practical guides and tips to help you reach, engage, and speed up sales velocity for your target accounts.
- WatchGuard: Alex McWethy, the 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..
- Workday: Vicki McKown, the Sr. Marketing Campaign Manager, ABM + 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.
- Demandbase: Matt Cohen-Meyer, the Commercial Growth Lead, Strategic & Enterprise Accounts at Demandbase, shares how ABX enables GTM teams to scale and do a significant amount more with less.
- UiPath: 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.
The shift from traditional demand generation to ABX represents a move from a quantity-driven to a quality-driven approach. It prioritizes building strong relationships with a smaller number of high-value accounts, resulting in a more efficient and effective sales process and a better overall buyer experience.
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.
