Account-based experience (ABX) vs ABM — Justin Gray // Shift Paradigm
- B2B
- Go-to-Market, Operations
- Marketing Consultancy, SAAS
- Growth Marketing, Entrepreneurship, Marketing Strategy
Justin Gray
Shift Paradigm
- Part 1Why ABM is not a Marketing strategy — Justin Gray // Shift Paradigm
- Part 2 Account-based experience (ABX) vs ABM — Justin Gray // Shift Paradigm
- Part 3Importance of CDPs for ABM — Justin Gray // Shift Paradigm
Show Notes
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02:26What accountAccount-based experience focuses on the experience of the customer throughout the customer lifecycle. Ultimately, its about marketing and sales working together to facilitate a highly personalized relationship with clients.
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04:50Measuring success within the customer life cycleBeyond vanity metrics, you must get an understanding of the reason why a customer purchased your solution. Then, you can measure your success in relation to the clients performance and success with your solution.
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07:02Figuring out the value a customer is getting out of your product or serviceIt really boils down to customizing how you serve your customers to ensure that your perceptions align with theirs. If there is no alignment in terms of perceptions and the anticipated value to be delivered, then customers will leave.
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09:01Living up to your stated value propositionThis is achieved by understanding who your customer is and what their end goals are. Then, youre measuring the steps you took to help them accomplish those goals across marketing, sales, and customer experience.
Quotes
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"The notion of ABX for me simply forces visibility into what is the most important aspect of the customer life cycle, their experience as a customer." -Justin Gray, CCO, Shift Paradigm
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"When you're retooling how you measure success within a life cycle, it doesn't take a lot to identify why a customer purchased your solution, and start measuring your success in line with client success." -Justin Gray, CCO, Shift Paradigm
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"If we're not taking the time to customize the way that we serve our customers, they're going to vote with their feet at the end of the day. A ton of organizations saw that happen again via COVID-19." -Justin Gray, CCO, Shift Paradigm
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"I've seen ABM try to be applied down into an organization that sells at a $15,000 ticket. Maybe that's not the right solution there. You have to align the right motion to your organization." -Justin Gray, CCO, Shift Paradigm
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"Within our CRM, one of the first things that get attached to our clients is an outcome. What fundamental outcome are they trying to produce in that fiscal year?" -Justin Gray, CCO, Shift Paradigm
- Part 1Why ABM is not a Marketing strategy — Justin Gray // Shift Paradigm
- Part 2 Account-based experience (ABX) vs ABM — Justin Gray // Shift Paradigm
- Part 3Importance of CDPs for ABM — Justin Gray // Shift Paradigm
Justin Gray
Shift Paradigm
Up Next:
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Part 1Why ABM is not a Marketing strategy — Justin Gray // Shift Paradigm
Justin Gray, Chief Commercial Officer at Shift Paradigm, discusses why ABM is not just good B2B marketing. When we think about ABM solutions and platforms, there’s often just focus on targeting accounts. However, they’ve led to more alignment between marketing and sales and shared insights in terms of target accounts. Today, Justin talks about why ABM is not a marketing strategy.
Play Podcast -
Part 2Account-based experience (ABX) vs ABM — Justin Gray // Shift Paradigm
Justin Gray, Chief Commercial Officer at Shift Paradigm, discusses why ABM is not just good B2B marketing. If the pandemic showed us anything, it’s that clients will leave your company for a better one when there’s a misalignment between their goals and a company’s perceptions of those goals. Ideally, it’s critical to understand who your customer is and their goals, to provide a highly personalized and customized service to them. Today, Justin talks about the difference between account-based experience and ABM.
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Part 3Importance of CDPs for ABM — Justin Gray // Shift Paradigm
Justin Gray, Chief Commercial Officer at Shift Paradigm, discusses why ABM is not just good B2B marketing. When it comes to our tech stacks, we don't learn about how we should have implemented technology until someone requests data that we don’t typically store. While it’s important to ensure we're implementing solutions to understand who our buyers are, CDPs enable us to have more flexibility with data and be more retrospective when the need arises. Today, Justin talks about technologies and CDPs for ABM.
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