The Significance of ABX According to 6sense CMO Latané Conant [Video]

Crafting a successful go-to-market strategy is tough, but blaming the market for your failures won’t do you any good. In a recent interview with Latané Conant, Chief Market Officer of 6sense, she emphasized the importance of implementing an account-based marketing (ABM) and account-based experience (ABX) approach. According to Conant, a successful ABM/ABX strategy revolves around the company’s focus on the most winnable accounts and contacts. Knowing your ideal customer profile is paramount to avoid wasting precious marketing and selling time on accounts that won’t convert.

In Conant’s book, “No Forms. No Spam. No Cold Calls.”, she talks about the benefits of an ABX approach. By providing prospects with relevant content tailored to their needs, businesses can enhance their customer experience and form a positive connection with them. However, businesses need to have great insights about their prospects to offer them value, which can be achieved through studying winning patterns and delivering what resonates with them. Conant recommends focusing on ideal customers and studying their behavior on the company’s website to drive efficiency.

Conant emphasizes the importance of keeping up with the market and understanding your audience’s needs and preferences. She recommends prioritizing ideal customers and in-market ideal customers, even if it means working fewer accounts but working them harder. ABX is a practical strategy that can overlay existing efforts to make them more effective and refined. By offering practical value that is relevant to the market’s current issues, businesses can foster better engagement and drive growth.

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