Generate measurable results from your highest-value accounts with a strategic, multi-channel approach

Successful ABM / ABX involves a lot of moving pieces: data, resources, content, different teams, a new outlook on reporting to name a few.

The 8-step ABM / ABX framework is a strategic approach designed to ensure that all your foundations are in place in order to engage the right people in your target accounts with the right message at the right time, via the right channel. It takes your sales and marketing teams through a comprehensive process that promotes alignment and understanding from the outset, with each step as follows:

• Assessment: Designed for businesses who are either new to ABM / ABX or have already started their journey, the Assessment stage consists of a thorough review to understand to what extent the following 6 steps will be required to prepare for a successful launch.
• Readiness: This stage starts with the basics: what are your goals for the project, and do you have the team (both sales and marketing), tools, resources and data to deliver and measure against them.
• Identify: At this point, we focus on the account-selection approach. The eventual list, which will evolve over time, should be compiled based on several factors: feedback from sales, past results and first party data. 3^rd party intent data should then be overlaid to help prioritize accounts and also identify additional surging accounts on an ongoing basis.
• Insights: Once the accounts have been selected, we move on to mapping them, further leveraging first and third party data and using this to gather intelligence for the next stage.
• Proposition: Based on the account intelligence gathered through intent signals, a value proposition and messaging strategy is developed. The messaging is dynamically adapted to each account’s specific interests and challenges as revealed by their digital footprint. AI-driven content selection ensures messages evolve based on real-time feedback from intent signals, creating a continuously refined approach for each account.
• Content: This stage is designed to ensure that relevant content is available – whether it is created or exists already – based on the value proposition and messaging throughout the funnel. Content should also include sales enablement tools and information.
• Engagement strategy: The final stage before activation, takes the accounts, content and messaging and maps them into different paths across all relevant channels. These channels and paths will vary depending on customer journey stage as well as intent-sourced information.
• Execution and Measurement: the ABM / ABX program is then launched based on the defined engagement strategy. Progress is measured and messaging, content, paths are updated based on performance.

The AI Factor: Powering Intelligent ABM / ABX

Our signal-led ABM/ABX approach is supercharged by artificial intelligence at every stage of the framework:

• Smarter Account Selection: AI analyzes intent signals and historical performance data to identify accounts with the highest propensity to convert, moving beyond basic firmographic targeting
• Dynamic journey mapping: AI continuously monitors buying journey patterns to detect non-linear progression and recommend optimal engagement points unique to each account
• Personalization at scale: Generate customized messaging and content for specific buying groups within target accounts without manual intervention
• Predictive engagement timing: AI determines optimal outreach timing based on signal patterns, ensuring sales connects when buying intent is highest
• Continuous optimization: Self-learning algorithms refine targeting models, message effectiveness, and channel selection based on real-time performance data

By integrating AI throughout our ABM/ABX framework, MarketOne delivers more precise targeting, truly personalized engagement, and measurable performance improvements that would be impossible through traditional approaches.

Why signal-led ABM/ABX delivers superior results

Traditional ABM/ABX relies heavily on static firmographic data and manual processes. Our signal-led approach transforms your account-based strategy through:

• Intent-driven personalization: Focus resources on accounts showing actual buying signals rather than just matching ideal customer profiles
• Precision timing: Engage accounts when they’re actively researching solutions, not according to your marketing calendar
• Adaptive engagement: Continuously refine your approach based on how accounts respond to different messages and channels
• True personalization: Move beyond basic name/company personalization to messages that address the specific challenges each account is researching
• Measurable attribution: Connect engagement directly to pipeline and revenue impact with clear signal-to-outcome tracking

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