Blog Series: How to 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.
Let’s start with ABX: the smarter approach to B2B marketing.
The Need for ABX
Traditional account-based marketing (ABM) is struggling to meet the demands of today's B2B landscape. Buyers are more informed and digitally-driven, with 70%1 of the buying journey completed before engaging a sales representative.
Today’s buyers want a rep-free buying experience. They no longer rely on direct interaction with brands to get the information they need. This shift necessitates a move towards account-based experience (ABX), a holistic approach prioritizing personalized, engaging experiences across the entire buyer journey.
1 Source: 6sense B2B Buyer Experience Report
Modern ABM Deployment Models
Since 2016, the traditional account-based marketing (ABM) pyramid has remained unchanged. It’s no longer a clear reflection of how ABM is executed today. This causes inconsistencies and confusion when organizations implement ABM strategies.
Folloze partner, ForgeX, a B2B market research and advisory firm specializing in ABGTM strategies, shares how the outdated ABM pyramid is replaced by two modern ABM deployment models:
- Enterprise ABM: For large organizations (+ $750M ARR), focusing on highly personalized 1:1 and 1:Few campaigns for high-value accounts.
- Growth ABM: Scalable for all B2B organizations, utilizing a tiered account structure for personalized 1:Many campaigns.
Enter ABX: An Operating Model, Not Just a Motion
Remember, ABX is not simply a marketing tactic but rather a strategic operating model. It integrates various go-to-market (GTM) motions like inbound, outbound, and events under a unified, account-centric approach.
Learn how the account-based experience operating model requires a new set of ABM priorities in this 4-minute video.
The Importance of Engagement
Engagement is the lifeblood of ABX. High-quality account engagement, driven by personalized experiences, is crucial for driving buyer interest and intent. Traditional metrics like MQLs are losing relevance in the age of self-serve buyers.
See how to take real-time advantage of data that gives you the richest picture of buyer engagement and experiences – so you can continuously adapt your approach and ensure you meet buyers with exactly what they need to keep moving forward.
Challenges and Solutions
Implementing ABX at scale poses several challenges:
- Scaling personalized ABM campaigns: Requires efficient tools and processes.
- Driving high-quality engagement: Demands a move away from generic content and experiences.
- Gaining actionable insights: Requires unifying data and understanding buyer behavior.
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.
Overcoming Transformation Blockers
Knowing what to do isn’t the same as knowing how to do it. In this course, we discuss how you can overcome common ABX challenges that are internal to your business.
- Mistrust and misalignment: Between marketing, sales, and customer success teams.
- Competing priorities: Across departments and individuals.
- Lack of resources: Including budget and skilled personnel.
Addressing these blockers requires clear communication, strong leadership, and a shared commitment to the ABX vision. Watch this webinar to effectively navigate ABX transformation and lead organizational change while keeping your relationships and sanity intact.
In a digitally-driven B2B landscape, ABX is crucial for meeting buyer needs and driving revenue growth. By adopting modern ABM models, prioritizing engagement, and overcoming implementation challenges, organizations can unlock the full potential of ABX and outperform traditional demand generation expectations.
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.
