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Account-Based Experience (ABX)

The Next Evolution in B2B Growth

Why ABX?

The Shift from ABM to ABX

Account-Based Marketing (ABM) was the gold standard in B2B marketing for years, enabling businesses to target high-value accounts with personalized campaigns. However, as B2B buyers became more sophisticated and the buying journey grew more complex, ABM began to show its limitations.

Today, a more advanced and holistic approach has emerged: Account-Based Experience (ABX).

Unlike traditional ABM, which focused primarily on lead acquisition through marketing efforts, ABX orchestrates personalized experiences across the entire customer lifecycle, involving marketing, sales, and customer success in one unified motion.

What is ABX?

Account-Based Experience (ABX) is a go-to-market strategy that delivers relevant, timely, and consistent experiences to high-value accounts — across every stage of the buyer and customer journey.

ABX aligns the efforts of marketing, sales, and customer success teams, powered by data and intent signals, to create deeper engagement, build trust, and drive long-term revenue.

ABM vs ABX: Side-by-Side Comparison

FeatureTraditional ABM ABX (Account-Based Experience)
Primary FocusLead generationFull-funnel customer experience
Key Teams InvolvedMarketingMarketing, Sales & Customer Success
PersonalizationCampaign-levelJourney-level, dynamic, real-time
Data UsageFirmographics & segmentationReal-time intent, behavioral insights
Success MetricsMQLs, pipelineEngagement, retention, CLTV, NRR
Customer ViewContact or buyer-centricAccount-centric and experience-driven
Engagement TimingMostly pre-saleEnd-to-end: pre-sale → post-sale

💡 ABX is not just better marketing — it's smarter growth through better customer experiences.

What makes ABX different?

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Right message. Right time. Right context.

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Unified outreach across channels and teams.

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Trust before sale, loyalty after.

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Focus on connection, not just campaigns

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Beyond MQLs — toward real impact

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Relationships that drive revenue

💡 With ABX, lead generation isn’t a campaign — it’s a conversation. And it never stops at the sale.

How ABX Drives Smarter Lead Generation

From Cold Leads to Connected Journeys

In a world flooded with noise, traditional lead generation tactics often miss the mark. They rely on volume over value — generating interest but rarely building intent.

ABX changes that.

Instead of pushing out messages and hoping for a response, ABX listens first. It uses real-time intent data, behavior signals, and deep account insights to engage the right buyers, at the right moment, with the right message.

The result? Fewer leads. Better leads. Higher revenue per account.

💡 With ABX, lead generation isn’t a campaign — it’s a conversation. And it never stops at the sale.

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How ABX Improves Lead Generation Quality

Prioritization By Real Intent

ABX identifies which accounts are in active research mode — not just who fits the profile, but who’s actually in-market. No more chasing cold prospects.

Precision Engagement

Instead of generic outreach, ABX enables messaging tailored to each account’s pain points, role, stage, and context — boosting conversion rates.

Cross-Channel Orchestration

Every touchpoint — email, ad, SDR call, webinar — is coordinated and personalized. Buyers get a consistent, relevant experience that builds trust.

Sales-Ready Insights

Marketing doesn’t just hand off leads — it hands off intelligence. ABX equips sales teams with detailed context that helps close faster.

Retention Starts Early

ABX doesn’t stop at lead generation. It considers the full lifecycle, ensuring that the accounts you win are also set up to stay and grow.

some stats

of ABX-engaged accounts are more likely to expand in year two — turning leads into long-term growth.
0 %
more revenue is generated by companies that implement ABX compared to traditional demand generation models.
0 %
lower Customer Acquisition Cost (CAC) is possible when using ABX-driven lead generation focused on high-fit, high-intent accounts.
0 %

Research by Demandbase, ABM Leadership Alliance, and Content Marketing Institute.

Our ABX & Lead Generation Services

Whether you’re launching into a new market or looking to maximize growth from existing accounts, our ABX and lead generation services are designed to drive pipeline, improve win rates, and scale revenue through high-quality, account-focused experiences.

We don’t run generic campaigns — we build intelligent buyer journeys tailored to the accounts that matter most.

Strategy & Planning

Precision starts with clarity.

  • ICP development and refinement
  • Tiered account segmentation
  • Data sourcing (intent, technographic, behavioral)
  • ABX readiness assessment
  • Strategic GTM alignment workshops

🔍 Outcome: A clear roadmap for who to target, when to engage, and how to win.

Targeted Campaign Orchestration

Every touchpoint, perfectly timed.

  • Multi-channel ABX campaigns (email, paid, social, direct outreach)
  • Personalization by buying stage, role, and pain point
  • Signal-based engagement triggers
  • Custom landing pages & content hubs
  • Retargeting & remarketing for buying committees

📈 Outcome: Smarter engagement. Higher conversion. Faster deal cycles.

Sales & SDR Enablement

Empower your sales team with intelligence, not just lists.

  • Real-time account insights & dashboards
  • ABX playbooks tailored to verticals
  • Sales email scripting & call frameworks
  • Outreach sequencing powered by intent signals
  • Shared KPIs for Marketing & Sales

💬 Outcome: Sales conversations that close — not just convert.

Post-Sale Experience & Expansion

Lead generation doesn’t stop at the close — it starts there.

  • Customer onboarding journey mapping
  • Account expansion playbooks (cross-sell, upsell)
  • Client success signal tracking
  • NPS and health-score-based engagement
  • Advocacy program development

📊 Outcome: Retain, grow, and turn customers into advocates.

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Why Choose GEM?

  • Proven success across U.S. and EU B2B markets
  • Deep experience with complex B2B buyer journeys
  • Strategic + executional support — no guesswork
  • Tools, insights, and team alignment in one place
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The Basics Of ABM: Step-By-Step Guide

Define your market position and create a successful Account-Based Marketing infrastructure with our guide.

Download our guide

Ready to Take the Next Step?

Let’s build a growth engine that’s intelligent, personalized, and proven to drive results. Whether you’re entering a new market or scaling your presence, ABX can help you win — from first touch to long-term loyalty.

Book your free ABX strategy session today.

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