Account-Based Experience
Account-Based Experience (ABX) Service
Make every interaction with your priority accounts more relevant, connected, and aligned to where they are in the buying process.
ColedaB2B helps B2B companies build Account-Based Experience programs around the accounts they want to win, grow, or retain. We bring account information, buyer roles, content, messaging, and engagement activities together so different stakeholders within the same account do not receive disconnected marketing and sales experiences.
From identifying the right accounts and mapping the buying group to planning engagement across channels, we help create an account experience that reflects the business and its buying process rather than treating every contact as an individual lead.
Target account selection
Buying group mapping
Connected account experience
How it works
How Account-Based Experience Works
Target account selection through to engagement review — six stages, run in sequence for every account program.
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02
03
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Target Account Selection
Account Research
Buyer Mapping
Experience Planning
Account Engagement
Engagement Review
How it works
How Account-Based Experience Works
01
Target Account Selection
02
Account Research
03
Buyer Mapping
04
Experience Planning
05
Account Engagement
06
Engagement Review
Definition
What is Account-Based Experience?
Account-Based Experience (ABX) is a B2B approach that focuses on the experience of an entire target account rather than individual leads alone.
It brings together account information, buying group insights, messaging, content, and marketing and sales activities to create a more consistent experience for the people involved in the buying process.
ABX can support Account-Based Marketing (ABM), account engagement, demand generation, and customer expansion programs.
The focus is on making account interactions more relevant based on the account’s needs, stakeholders, and stage in the buyer journey.
Our approach
Our Account-Based Experience Process
Five stages we follow on every account program. Select a stage to read the detail.
1
Target Account Selection
2
Account and Buyer Mapping
We review available account information and identify relevant decision-makers, influencers, and other stakeholders within the buying group.
3
Experience Planning
We define the messaging, content, channels, and touchpoints relevant to the account and its buying stage.
4
Account Engagement
The planned experience is delivered through agreed activities such as ABM, Multi-Touch Campaigns, targeted content, webinars, digital campaigns, or sales engagement.
5
Engagement Review
Account-level engagement is reviewed through available signals such as content interaction, website activity, campaign responses, and sales engagement to determine relevant next steps.
6
Lead Qualification
Where lead generation is included in the program, responses are reviewed against the agreed qualification criteria before qualified leads are delivered.
7
Campaign Reporting
Performance is reported across the program as a whole, activity by activity, including audience engagement and lead delivery where applicable, so you can see what’s working across every channel, not just one.
Programs
Account-Based Experience Programs We Support
We support Account-Based Experience programs based on account priorities, buyer requirements, and business objectives.
Program 01
Target Account Engagement
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Program 02
Buying Group Engagement
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Program 03
Account-Based Marketing (ABM) Support
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Program 04
Account-Based Content Campaigns
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Program 05
Multi-Touch Account Engagement
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Program 06
Marketing and Sales Alignment
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Program 07
New Account Engagement
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Program 08
Existing Account Expansion
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The approach depends on your target accounts, buyer groups, available account information, and campaign objectives.
- FAQ
Frequently Asked Questions
Account-Based Experience is a B2B approach that focuses on creating relevant and connected experiences for target accounts and the people involved in their buying process.
ABM focuses on marketing to selected target accounts. ABX takes a broader view by connecting marketing, sales, content, messaging, and engagement across the account experience.
ABX is particularly relevant for B2B companies with defined target accounts, multiple buying stakeholders, and account-focused marketing or sales strategies.
Accounts are selected using criteria such as ICP fit, industry, company size, geography, business priorities, existing relationship, and other agreed requirements.
Yes. ABM can be part of an ABX program, with ABX connecting account-focused marketing activities with the broader buyer experience.
Measurement depends on the program objectives and may include account engagement, stakeholder engagement, content interaction, campaign responses, and other agreed account-level indicators.
Yes. Programs can be planned for specific countries, regions, or global target accounts based on your business requirements.
Ready to Improve the Experience Across Your Target Accounts?
Talk to our team about your target accounts, buyer groups, and engagement objectives to explore an Account-Based Experience program aligned with your B2B strategy.