Orchestrating an ABX program requires organizational participation beyond any one campaign, a shared vision for approaching accounts, and some new skills. The first step is to figure out where you want to go, and that starts with outlining a sound strategy, building an action plan for change, and convincing a lot of your colleagues to come along for the ride. ABX is worth it, and since everyone is already changing how they communicate with clients, it’s the ideal time to start. As you embark on your own ABX journey, here are five tips to keep in mind:
1. Think beyond lead generation for true lift from ABX.
2. Include brand as a critical pillar in your ABX efforts.
3. Grow into your ABX efforts over time, and build your ABX initiative one ecosystem at a time.
4. Building bridges between market, brand, and sales to achieve a full-funnel ABX approach takes time, senior-level commitment, and marketing ownership with leadership buy-in to drive the effort.
5. Think strategically about where ABX will best impact your business, because every effort should not get the same investment.