B2B marketers have been sold a dream: that Account-Based Marketing (ABM) is the silver bullet to close bigger deals, faster. The truth? ABM is no longer enough. If you’re still running “campaigns” instead of curating real experiences, you’re already behind.
The problem no one wants to admit.
ABM was built for a time when targeting was the challenge. We invested in ICPs, intent data, lead scoring only to realize something unsettling:
“We were reaching the right accounts and still not converting them.”
Statista reports that only 43% of B2B marketers using ABM see shorter sales cycles, while nearly 60% struggle with scaling personalization.
So what’s going wrong?
We’ve confused “precision” with “relevance.” And buyers know it.
Traditional ABM says:
“Target the right company, run a smart campaign, pass leads to sales.”
Modern buyers say:
“I don’t want a campaign, I want value before I even talk to sales.”
That disconnect is killing your pipeline velocity.
ABM promised relevance, but it delivered microsites, cold InMails, and flashy PDF reports. No wonder your CRO asks why Sales is still doing outbound follow-ups two quarters later.
Account-Based Experience (ABX) flips the script: it’s not about campaigns that talk at buyers, it’s about experiences that move with them.
A Forrester report shows companies using ABX strategies see:
This isn’t just tactical. It’s philosophical.
ABX says:
In ABM, your ICP is often a slide deck with firmographics. In ABX, it’s a living, breathing profile built on behavioral, contextual, and timing signals.
McKinsey found that top-performing B2B companies use 5x more nuanced segmentation than average peers and as a result, they move prospects through the funnel 30% faster.
ICP is no longer about who fits your TAM. It’s about who’s ready for a conversation worth having.
Instead of gated eBooks and mass emails, ABX leaders are doing things that actually matter:
(As inferred, source)
Take Adobe, for example. They replaced spray-and-pray ABM tactics with ABX, building personalized journeys for top accounts:
The result?
Let’s be blunt: If you’re still thinking in terms of marketing “touches” and content calendars, you’re behind.
ABX isn’t a trend, it’s the natural evolution of go-to-market in an era where trust is currency and buyers are in control.
Because in today’s B2B world, whoever builds the best experience wins. BuyerForesight has experience, tools and knowledge to build a base for ABX. Learn more here.
