Subject areaRevenue and sales
Account-based experience (ABX) extends account-based marketing to the whole customer relationship: beyond winning the target account, it follows it after signature with the same care, through renewal and contract expansion.
It puts marketing, sales and customer service in the same programme.
It starts from the observation that in business-to-business sales a large share of revenue comes from existing customers, and lifetime value grows when the experience after the sale lives up to the promise.
An example
An industrial maintenance provider, after the first contract with a plant, prepares a quarterly report of avoided downtime for the production manager. At renewal the customer adds a second site.
Enrico Giubertoni. Licensed under CC BY-NC 4.0: you may quote, translate and adapt this entry with the author’s name and a link, stating any changes. For commercial use, write to info@enricogiubertoni.com
Spotted an inaccuracy or something that needs updating? Write to info@enricogiubertoni.com and help make this glossary a better place.
What are your business challenges?
Tell us about your priorities and the objectives you want to reach.
You will receive a free, targeted answer within one working day.