Using account intelligence to align GTM with customer experience
“Traditional account-based marketing (ABM) didn’t feel very customer centric,” says Jon Miller, Chief Marketing Officer at Demandbase. When B2B companies align their go-to-market (GTM) strategy with overall customer experience (CX), they’re practicing account-based experience (ABX) marketing. ABX doesn’t invalidate or replace ABM, it enhances it by adding critical principles of CX.
In this video, TrustRadius Founder and CEO Vinay Bhagat sat down with Jon Miller, Chief Marketing Officer at Demandbase, to discuss actions companies need to take to build account intelligence that can inform a customer-centric go-to-market (GTM) strategy. In this video, Jon outlines the transformational trends affecting B2B marketing, including the rise of the self-service buyer and the disconnect between the customer-centric vision of account-based experience (ABX) and the reality of what a lot of B2B marketers are doing today.
“We’re the recipient of B2B marketing sales, and it’s not pretty. There are so many interruptions, irrelevant messages, and people reaching out in a way that is not useful. There’s almost a disconnect between the customer-centric vision of ABX and what a lot of B2B marketers are doing today.” Jon Miller