Account-Based Experience (ABX) is the next evolution of account-based marketing. Instead of just focusing on campaigns that target key accounts, ABX is about creating a seamless, personalized experience for them across every stage of the journey — from first touch to closed deal (and beyond).
It’s built on the idea that buyers want to feel understood. ABX brings together marketing, sales, and customer success. Crafting relevant, timely interactions that are tailored to each account’s needs, pain points, and stage in the buying process.
This approach is especially important in B2B, where the buying journey is long and complex. ABX helps teams stay aligned and focused on delivering value at every step.
Example:
Say your target account is already aware of your product but hasn’t engaged in a while. Instead of sending a generic sales email, your team could invite their decision-makers to a tailored demo session featuring use cases specific to their industry. Afterwards, customer success follows up with a guide that shows how other companies in their space rolled out your tool internally. It’s coordinated, thoughtful, and feels like a white-glove experience — not a sales pitch.