In this episode of AMP Up Your Digital Marketing, Glenn Gaudet speaks with Conor Coughlan of Fenergo, a firm specializing in client lifecycle management and digital transformation. They discuss how to implement account-based experience (ABX) marketing and customer service strategy and why your company should embrace this approach. You’ll learn:
- Account-based marketing (ABM) presents a major pitfall if your frontline customer service team isn’t following through on your marketing and sales strategies.
- A developing trend, account-based experience (ABX), extends the marketing and sales integration of ABM to also include customer experience and address that pitfall.
- As with any new strategy, implementing ABX at a company has to be careful and iterative to allow teams time to learn, adjust, and come on board.