In a world where marketing buzzwords dominate, Matt Conway, Senior ABX Director at TXOne Networks, offers a refreshing dive into the practicalities of account-based experiences (ABX). With over 12 years of expertise spanning startups, SaaS, and agency work, Matt joined Sam Hall on ABM Answered to share his journey of building an ABX framework in the cybersecurity space.
From managing expectations to finding innovative ways to engage, Matt’s pragmatic yet creative approach to ABX shines. Let’s unpack the highlights from his conversation.
Starting an ABX Program: Crawl, Walk, Run
When kicking off an ABX initiative, Matt emphasizes the importance of starting small and focused:
Choose One Objective: Whether it’s driving new business or targeting a single vertical, simplicity is key. “Don’t boil the ocean,” Matt advises. Test, learn, and refine.
Understand Your ICP: Spend time defining your Ideal Customer Profile. Get on sales calls, understand vertical nuances, and identify key personas.
Set Clear Metrics: Align with stakeholders on what success looks like, ensuring shared language and goals. For instance, define what “engaged account” means before diving in.
Timeline Reality Check: While early signs may appear in three months, Matt recommends at least nine months for meaningful results. ABX takes time to influence revenue cycles, especially in complex sales.
Breaking Through the Noise: Creative and Cost-Effective Plays
In the crowded cybersecurity space, standing out demands relevance and creativity. Matt shared two standout strategies:
Peer Influence Over Self-Promotion: At a recent Gartner event, TXOne had a customer co-present with their team. Hearing directly from a peer about how a product addresses real security challenges resonates far more than traditional pitches.
Direct Mail with a Twist: For a client who dubbed themselves the "secret sauce" of customer service, Matt’s team sent top accounts a branded bottle of spicy sauce. Paired with other ABX tactics, this low-cost initiative delivered high engagement. The lesson? Tie gifts to your messaging for authentic impact.
Overcoming Middle-of-the-Funnel Stalls
To address the notorious middle-of-the-funnel jam, Matt recommends leveraging personalized retargeting:
Hyper-Specific Content: Use retargeting to serve prospects content that aligns with their challenges or interests, such as a case study directly addressing their pain points.
Keep the Drumbeat Going: Maintain ad frequency and touchpoints to stay on their radar. It’s about nurturing, not nagging.
When asked about display ads, Matt shared his experience with tools like Demandbase. While initially skeptical, he’s seen promising results when paired with thoughtful targeting.
ABX's Secret Weapon: Personalized Video Outreach
One tactic that won over sales teams was using personalized video messaging for outreach. With Vidyard’s free tool, Matt’s team created customized clips, even featuring the prospect’s name written on a whiteboard in the video thumbnail. The result? Higher open and engagement rates.
While some sales reps were hesitant, those who embraced the idea reaped the rewards. The takeaway? Don’t shy away from testing innovative approaches, even if it’s outside the norm.
Using AI to Supercharge ABX
While Matt isn’t an everyday AI user, he recognizes its value in research and account prioritization. TXOne leverages Demandbase’s AI-driven predictive scoring to identify accounts showing similar engagement patterns to existing customers. This helps uncover hidden opportunities and ensures efforts are focused on high-potential targets.
That said, Matt is cautious about relying too heavily on automation. “You can’t lose the human element in ABX,” he warns. Personalization and authenticity remain the cornerstones of effective account-based strategies.
Tracking ROI: Focus on the Three Rs
Matt’s framework for measuring ABX success is built on the “Three Rs”:
Reputation: Is your brand perceived as a trusted partner?
Relationships: Are you engaging with the right stakeholders?
Revenue: Is your ABX effort driving measurable financial outcomes?
By shifting focus from lead-based metrics to account-level KPIs, Matt ensures alignment across teams and a clearer view of ABX’s impact.
Can You Run ABX Without Big-Budget Tools?
Absolutely. Matt shared a proud moment from his early ABX days when he ran a successful program without high-cost platforms like Demandbase or 6sense. The secret? Aligning sales and marketing, leveraging existing CRM tools, and focusing on personalized outreach.
“Tools can save time and provide data,” Matt explains, “but they’re no substitute for strong fundamentals and human connection.”
Fostering Sales-Marketing Alignment
Matt’s parting wisdom was around nurturing honest conversations between sales and marketing. His approach? Build trust through shared goals and transparency. Whether it’s experimenting with plays like personalized videos or aligning on account metrics, collaboration is key.
Matt’s Question for the Next Guest
“How do you get healthy, honest conversations going between go-to-market teams, especially sales and marketing?”
With his balanced blend of creativity and strategy, Matt Conway reminds us that ABX isn’t about flashy tools or tactics—it’s about meaningful, personalized experiences that resonate with accounts. For those building their ABX strategies, his insights are a goldmine.
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