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For many marketers, ABM has become a staple of their business’s strategy for the last 5 years. Companies now expect marketing to focus solely on their unique challenges, objectives, and needs. While many companies have great success adopting this approach, now is the time to take the next step with ABX and stand out from the crowd.
Introducing account based experience (ABX)
ABX takes the principles of ABM and extends them to create a more holistic, customer-centric experience that is unique to the target account at every stage of the customer lifecycle.
If ABM is the caterpillar, then ABX is the butterfly. It’s the next step in giving your target accounts the ultimate VIP experience, no matter which team they engage with.
Each team must synchronize their efforts and sing to one tune. If one makes an adjustment to their approach based on new research, or changes at the target account, then the other should follow.
Part of this process involves tailoring your website to the account’s stage in your lifecycle. For example, a target account who has never spoken with you before but lands on the website is going to require a very different experience compared to a valuable customer that you are trying to grow.
This is where website personalization comes in.
Top/middle of the funnel, 1:1 communication
In order to run an effective ABM/ABX strategy, research is key. Not only this, but keeping up to date on the changes at the business and ensuring that your communication and the messaging you are putting to these accounts is fresh and relevant.
For the website experience, this should be the same. Sharing useful content that talks to the pain points the business is having without immediately pushing product information – positioning you as a thought leader first.
At Webeo, we often see that making too many assumptions for ABX accounts, such as X business is interested in X product because they are in X industry, means that the personalization isn’t as effective for the top of the funnel. Establishing yourself as an expert who understands their specific challenges is much more effective.
Bottom of the funnel
To identify when your target account is at this stage, you require input from sales and any marketing insight tools that you have available – like intent data and lead scoring information. Once you have this, creating a website experience for these businesses requires an accurate understanding of their challenges and the potential products or services they might be interested in.
With this information, changing the website to have product information, case studies, and customer quotes is essential to win their trust and make them raise their hand.
In the sales process
Now you’ve done the hard work, it’s time to support the other teams across your business.
This requires close communication with your sales team to understand how the deal is progressing and what information is best to add to the website for each account.
Often this is a very similar experience to the bottom of the funnel, including case studies and product information, but tweaked based on the conversations that are being had. To take it that next step further, add in the contact details of the Sales Rep managing the deal as it creates a VIP, holistic experience for the account.
Customer experience
Companies looking to grow existing large accounts often benefit most from website personalization, as customers visit your site more frequently than prospects, meaning there is ample opportunity to give them a 1:1 experience.
This of course requires input from the customer team to make sure that the conversations they are having with them reflect, or don’t clash, with the experience you will be giving them on the website. Knowing the products/services they use, the stage they’re at (onboarding, adoption, renewal) and the upsell/cross sell opportunities means you can tailor their experience to give them maximum value.
For example, a newly onboarded customer will benefit more from setup guides and product walkthrough videos than someone who’s been with you for 1-2 years. However, customers approaching renewal might need a reminder of upcoming changes in the next 12 months – and why they should continue working with you.
Lapsed customers
Looking to win back large accounts who previously worked with you? Website personalization is the perfect solution.
Lapsed customers returning to your site are arguably hotter than net new prospects. Giving them the right information when they land is the best opportunity you will get to win them back.
The most effective personalization here involves gaining insights from the customer team on why the account left in the first place. When they visit your site, the first thing they see is content addressing their past concerns upfront and showcasing what’s new at your business. This can provide the value they’re looking for.
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