Today’s B2B buying journeys are almost entirely digital, masking the identities and intentions of accounts and their buying teams until the journey is almost over. The winners in this game will be those who learn to use data and insights to light up the journey and deeply understand their accounts. Want to be one of them? Join Pete Harris, Marketing Operations Manager at Xceptor as he shares how Xceptor is injecting data and insights into their ABX program to drive pipeline growth. You’ll walk away with practical tips on how to infuse account intelligence into your buying journey so you can engage with audiences that are ready to learn and ready to buy.

1. TURNING ACCOUNT
INTELLIGENCE INTO ACTION:
XCEPTOR’S ABX JOURNEY
AntiConLX Global

2. GETTING STARTED WITH ABX
Target account list
Work with key internal
stakeholders to help define
your target account list.
Ideal client profile
Use data to help determine
the characteristics of your
ideal client profile.
Keyword sets
Develop keyword sets to
layer further intent signals
over your TAL and better
inform your ABX strategy.
Success metrics
Once the foundational data
was in place, we started to
operationalise by setting
clear objectives, goals and
KPIs, so we knew what
success looked like to us.
ABX campaigns
This was our time to get
creative and leverage the
account intelligence to
create a series of ABX
programmes to descreet
segments of our TAL.
Foundational steps
Operational steps

3. ORCHESTRATED CAMPAIGNS BASED ON KEY JOURNEY STAGES
All other
Engaged
MQA
Opportunity
Customer
Expansion
Opportunity
Non-engaged accounts within our target
account list
Website visits, medium-high intent
Marketing Qualified Accounts
Open, early-stage opportunities
Existing customer
Existing customer showing new buying
intent
Brand awareness, credibility, engagement
Goal
Segment description
Increase engagement and drive return
visits to website
Convert to opportunity
Drive preference, accelerate
Drive advocacy, generate testimonials,
track NPS
Customer growth, new products and
services

4. EXAMPLE OF ABX INTENT SIGNALS
3
4
5
2
Most engaged people
Newly engaged people
Most engaged accounts
New MQA accounts
MQAs with no sales touches
1  Insights are delivered via a
weekly email snapshot report,
to help sales prioritise their
outreach into the people and
accounts showing the
strongest buying signals
 To minimise friction, we also
have an integration that
delivers Demandbase
engagement insights directly
into Salesforce

5. 69%
MQA velocity increased
vs prior quarter*
Marketing sourced
pipeline up on prior
quarter*
EARLY ABX SUCCESS INDICATORS
Reach. Volume of site
traffic from relevant,
target accounts
increased
Within our first
three months of
implementing an
ABX strategy, we
have seen several
early success
indicators…
52%
Page views
up on prior quarter*
65%
Website visits
up on prior quarter*
01
Lift. Deeper level of
engagement from
visitors at target
accounts
02
Velocity. The average
time spent by
accounts in the MQA
stage reduced from 36
to 11 days
03
Pipeline. Better
quality leads resulted
in higher conversion
rates from MQL to
oppy and pipe
04
41%
01
03
02
04
*from Xceptor target accounts
Reach Lift
Velocity Pipeline

6. KEY LEARNINGS
3
2
If struggling to get executive buy-in, a pilot programme can be a great place to start. Define out
the gate what success looks like and be prepared to fail fast and learn faster!
Work with key internal stakeholders to help define your target account list. Use data to help
determine the characteristics of your ideal client profile.
Define the key stages of your customers buyer journey to help personalise your
messaging and activate sales with account intelligence that’s timely and actionable.
1
4
As you scale your ABX programmes use automation to orchestrate your
dynamic audiences across marketing channels and deliver insights to sales.
5 Place the word ‘experience’ at the heart of your ‘account-based experience’ strategy.

7. CONTINUE YOUR ACCOUNT-BASED LEARNING
3
2
The Clear & Complete Guide to Smarter GTM, Demandbase [ebook]
ABM is B2B, Eric Spett and Sangram Vajre [book]
Flip my Funnel (podcast)
1