{"id":5817,"date":"2025-06-25T15:49:38","date_gmt":"2025-06-25T13:49:38","guid":{"rendered":"https:\/\/merlinleonard.com\/en\/?p=5817"},"modified":"2025-06-25T15:49:38","modified_gmt":"2025-06-25T13:49:38","slug":"which-martech-stack-to-choose-for-your-abx-strategy","status":"publish","type":"post","link":"https:\/\/merlinleonard.com\/en\/which-martech-stack-to-choose-for-your-abx-strategy\/","title":{"rendered":"Which Martech stack to choose for your ABx strategy?"},"content":{"rendered":"<p>Implementing an ABX (Account-Based Experience) strategy is good. Supporting it with a consistent technology stack is better.<\/p>\n<p>In this video (above \ud83d\udc46), I share a real conversation with a client who is in the process of structuring their ABM\/ABX approach. A simple question arises: <em>which technology stack should we go for?<\/em><\/p>\n<p>Adobe, Demandbase, Salesforce, Marketo&#8230; Do you need them all? Are your current tools sufficient? What&#8217;s missing from your stack to support your ambitions?<\/p>\n<p>Follow the guide: we start with a glossary to help you find your way around, then we detail the main functional building blocks before analyzing three typical stacks.<\/p>\n<p>I followed this Miro during the MOH<br \/>\n<iframe loading=\"lazy\" src=\"https:\/\/miro.com\/app\/live-embed\/uXjVIpFtZs4=\/?focusWidget=3458764632844102243&amp;embedMode=view_only_without_ui&amp;embedId=83443352106\" width=\"768\" height=\"496\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<h2>\ud83e\udde0 Glossary: understanding the acronyms<\/h2>\n<p>Here are some terms you will often come across in ABM\/ABX projects:<\/p>\n<div class=\"su-table su-table-responsive su-table-alternate\">\n<table>\n<thead>\n<tr>\n<th>Acronym<\/th>\n<th>Meaning<\/th>\n<th>Role in the strategy<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td><strong>ABM<\/strong><\/td>\n<td>Account-Based Marketing<\/td>\n<td>Marketing targeting focused on strategic accounts<\/td>\n<\/tr>\n<tr>\n<td><strong>ABX<\/strong><\/td>\n<td>Account-Based Experience<\/td>\n<td>ABM approach extended to the entire customer journey<\/td>\n<\/tr>\n<tr>\n<td><strong>CDP<\/strong><\/td>\n<td>Customer Data Platform<\/td>\n<td>Platform that unifies customer data from different sources<\/td>\n<\/tr>\n<tr>\n<td><strong>CRM<\/strong><\/td>\n<td>Customer Relationship Management<\/td>\n<td>Tool that centralizes sales information<\/td>\n<\/tr>\n<tr>\n<td><strong>DSP<\/strong><\/td>\n<td>Demand Side Platform<\/td>\n<td>Media buying platform (programmatic advertising)<\/td>\n<\/tr>\n<tr>\n<td><strong>ICP<\/strong><\/td>\n<td>Ideal Customer Profile<\/td>\n<td>Target account profile<\/td>\n<\/tr>\n<tr>\n<td><strong>MSI<\/strong><\/td>\n<td>Marketo Sales Insight<\/td>\n<td>Sales activation tool integrated with Salesforce<\/td>\n<\/tr>\n<tr>\n<td><strong>Buying Group<\/strong><\/td>\n<td>Buying group<\/td>\n<td>All decision-makers involved in a target account<\/td>\n<\/tr>\n<tr>\n<td><strong>Intent Data<\/strong><\/td>\n<td>Intent data<\/td>\n<td>Data indicating an account&#8217;s interest in a given topic<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<p>&nbsp;<\/p>\n<h2>\ud83e\udde9 The 8 key functions of a successful ABX strategy<\/h2>\n<p>Any ABX strategy is based on a chain of clearly identified functions. Here are the main functional building blocks, inspired by the Miro presented in the video:<\/p>\n<ol>\n<li><strong>Data collection<\/strong><br \/>\nMultiple sources: CRM, marketing automation, web browsing, offline events, etc.<\/li>\n<li><strong>Profile unification<\/strong><br \/>\nConstruction of unified profiles (accounts and individuals) using more or less advanced merging rules.<\/li>\n<li><strong>Governance &amp; consent<\/strong><br \/>\nPreference management, GDPR, opt-in\/opt-out, centralization of rights.<\/li>\n<li><strong>B2B modeling<\/strong><br \/>\nIdentification of buying groups, contact roles, organizational hierarchy.<\/li>\n<li><strong>Advanced segmentation<\/strong><br \/>\nCreation of dynamic multi-source segments at different levels (individual, account, buyer group).<\/li>\n<li><strong>Marketing activation<\/strong><br \/>\nTrigger campaigns in Marketo, emails, ads, personalized web content.<\/li>\n<li><strong>Sales activation<\/strong><br \/>\nSend intent signals and alerts in Salesforce via MSI or Salesloft \/ Outreach \/ Demandbase.<\/li>\n<li><strong>Measurement &amp; feedback loop<\/strong><br \/>\nPerformance analysis, attribution, dashboards cross-referencing CRM and marketing data.<\/li>\n<\/ol>\n<h2>\ud83e\udde9 How does this topic come up in business?<\/h2>\n<p>It often starts with good intentions&#8230; then a bit of chaos. Here are some common triggers:<\/p>\n<ul>\n<li>The marketing team starts a \u201chandcrafted\u201d ABM approach (Excel lists, manual sales sequences, LinkedIn Sales Navigator and LinkedIn Ads licenses, etc.).<\/li>\n<li>Management asks for more tangible proof of ROI on key account campaigns<\/li>\n<li>Disparate tools are used without true integration<\/li>\n<li>The sales team wants to be \u201calerted\u201d when an account shows interest<\/li>\n<li>A POC is launched with 6Sense, Demandbase, or other solutions<\/li>\n<\/ul>\n<p>Very quickly, the question arises: <strong>what should we do to structure this approach in a sustainable way?<\/strong><\/p>\n<h2>\ud83e\uddea Example 1: Marketo + Salesforce stack<\/h2>\n<p>I am well aware that this stack is not sufficient, but here I am listing the functions already provided natively by your solutions.<\/p>\n<p>\ud83d\udfe2 <strong>Maturity level: Beginner\/Standard<\/strong><br \/>\n\ud83c\udfaf Objective: lead nurturing, segmentation, sending personalized campaigns.<\/p>\n<p><strong>Strengths:<\/strong><\/p>\n<ul>\n<li>Native data synchronization between Marketo and Salesforce<\/li>\n<li>Effective lead nurturing and scoring<\/li>\n<li>Ability to create powerful Smart Lists<\/li>\n<\/ul>\n<p><strong>Limitations:<\/strong><\/p>\n<ul>\n<li>Data still siloed between marketing and CRM<\/li>\n<li>No true profile unification<\/li>\n<li>Manual ad activation<\/li>\n<li>No native intent signals, and no way to import them into the model<\/li>\n<\/ul>\n<p>\u27a1\ufe0f <strong>Ideal for a \u201clead-centric\u201d ABM strategy<\/strong>, but difficult to scale to ABX without additional features.<\/p>\n<div class=\"su-table su-table-responsive su-table-alternate\">\n<table>\n<thead>\n<tr>\n<th><strong>Function<\/strong><\/th>\n<th><strong>Building blocks used<\/strong><\/th>\n<th><strong>Comments<\/strong><\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>\ud83e\udde9 <strong>Data unification<\/strong><\/td>\n<td>\u274c No dedicated building block. Marketo &amp; Salesforce store separately<\/td>\n<td>Native synchronization exists, but there is no control over how profiles are unified (based on the SFDC key)<\/td>\n<\/tr>\n<tr>\n<td>\ud83d\udce1 <strong>External enrichment<\/strong><\/td>\n<td>\u26a0\ufe0f Possible via third-party tools (Zoominfo, Clearbit, etc.)<\/td>\n<td>Requires the use of Marketo webhooks or Service Flows Steps, or custom integrations or middleware (e.g., Openprise, Segment).<\/td>\n<\/tr>\n<tr>\n<td>\ud83d\udc65 <strong>B2B modeling<\/strong><\/td>\n<td>\u26a0\ufe0f Lead Account Model in Salesforce + Marketo accounts<\/td>\n<td>No native support for Buying Groups, must be managed manually.<\/td>\n<\/tr>\n<tr>\n<td>\ud83c\udfaf <strong>Advanced segmentation<\/strong><\/td>\n<td>\u2705 Marketo Smart Lists + Salesforce reports<\/td>\n<td>Very good level of segmentation at the contact\/lead level, limited at the account level.<\/td>\n<\/tr>\n<tr>\n<td>\u2699\ufe0f <strong>Marketing activation<\/strong><\/td>\n<td>\u2705 Marketo (native)<\/td>\n<td>Execution of email campaigns, nurturing, acquisition programs.<\/td>\n<\/tr>\n<tr>\n<td>\ud83e\ude84 <strong>Ads Activation<\/strong><\/td>\n<td>\u26a0\ufe0f Manual exports to advertising platforms (LinkedIn\/Google)<\/td>\n<td>No real-time ad activation or synchronization.<\/td>\n<\/tr>\n<tr>\n<td>\ud83e\uddf0 <strong>Sales activation<\/strong><\/td>\n<td>\u26a0\ufe0f Salesforce Tasks + Marketo Sales Insight<\/td>\n<td>Little orchestration, no automatic targeting or smart alerts.<\/td>\n<\/tr>\n<tr>\n<td>\ud83d\udcca <strong>Measurement &amp; feedback loop<\/strong><\/td>\n<td>\u26a0\ufe0f Marketo Analytics + Salesforce Reports<\/td>\n<td>Reporting often disconnected, no unified view of the entire journey.<\/td>\n<\/tr>\n<tr>\n<td>\ud83d\udcdc <strong>Governance &amp; consent<\/strong><\/td>\n<td>\u26a0\ufe0f Must be managed manually (Marketo + CRM + external tools)<\/td>\n<td>No centralized management, depends on the rigor of internal processes.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<h2>\ud83d\ude80 Example 2: Marketo + Salesforce + Demandbase stack<\/h2>\n<p>\ud83d\udfe3 <strong>Maturity level: Structured \/ ABX in progress<\/strong><br \/>\n\ud83c\udfaf Objective: identify hot accounts, trigger tailored campaigns, align sales &amp; marketing.<\/p>\n<p><strong>Strengths:<\/strong><\/p>\n<ul>\n<li>Native micro-CDP in Demandbase<\/li>\n<li>Intent signals + enriched firmography<\/li>\n<li>Buying groups and ABM activation models<\/li>\n<li>Native targeted advertising + web personalization<\/li>\n<\/ul>\n<p><strong>Limitations:<\/strong><\/p>\n<ul>\n<li>Partially unified data (account\/person, not cross-channel)<\/li>\n<li>User journey fragmented across platforms<\/li>\n<li>Dispersed GDPR governance<\/li>\n<\/ul>\n<p>\u27a1\ufe0f <strong>Ideal for companies rapidly accelerating ABX<\/strong> with a desire to coordinate marketing and sales around accounts.<\/p>\n<div class=\"su-table su-table-responsive su-table-alternate\">\n<table>\n<thead>\n<tr>\n<th><strong>Function<\/strong><\/th>\n<th><strong>Building blocks used<\/strong><\/th>\n<th><strong>Comments<\/strong><\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>\ud83e\udde9 <strong>Data unification<\/strong><\/td>\n<td>\u26a0\ufe0f Demandbase (micro-CDP) + Salesforce + Marketo<\/td>\n<td>Partially unified data. No complete CDP, but good level of integration.<\/td>\n<\/tr>\n<tr>\n<td>\ud83d\udce1 <strong>External enrichment<\/strong><\/td>\n<td>\u2705 Demandbase Intent Data + firmography\/technography<\/td>\n<td>Very good B2B enrichment via intent data, company fit, technologies.<\/td>\n<\/tr>\n<tr>\n<td>\ud83d\udc65 <strong>B2B modeling<\/strong><\/td>\n<td>\u2705 Buying Groups &amp; Account Graph (Demandbase)<\/td>\n<td>Buying Committee, roles, influence: well modeled in the platform.<\/td>\n<\/tr>\n<tr>\n<td>\ud83c\udfaf <strong>Advanced segmentation<\/strong><\/td>\n<td>\u2705 Demandbase Audiences + Marketo Smart Lists<\/td>\n<td>Good segmentation combined by account\/person, firm\/intent\/engagement.<\/td>\n<\/tr>\n<tr>\n<td>\u2699\ufe0f <strong>Marketing activation<\/strong><\/td>\n<td>\u2705 Marketo Engage + audience synchronization<\/td>\n<td>Excellent marketing orchestration via Marketo campaigns.<\/td>\n<\/tr>\n<tr>\n<td>\ud83e\ude84 <strong>Ads activation<\/strong><\/td>\n<td>\u2705 Demandbase Ads + LinkedIn + display ad sync<\/td>\n<td>Ad targeting based on accounts on paid platforms.<\/td>\n<\/tr>\n<tr>\n<td>\ud83e\uddf0 <strong>Sales activation<\/strong><\/td>\n<td>\u2705 Demandbase Sales Intelligence + push CRM<\/td>\n<td>Alerts on intent signals, enriched data for sales.<\/td>\n<\/tr>\n<tr>\n<td>\ud83d\udcca <strong>Measurement &amp; feedback loop<\/strong><\/td>\n<td>\u26a0\ufe0f Demandbase ABX Dashboards + Marketo Reporting<\/td>\n<td>Measurement spread across tools, consistency to be built via CRM or BI tools.<\/td>\n<\/tr>\n<tr>\n<td>\ud83d\udcdc <strong>Governance &amp; consent<\/strong><\/td>\n<td>\u26a0\ufe0f Dispersed (Marketo, CRM, Demandbase)<\/td>\n<td>No unified layer for data consent or governance.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<h2>\ud83e\udde0 Example 3: Marketo + Salesforce + Adobe CDP (Real-Time CDP B2B) Stack<\/h2>\n<p>\ud83d\udfe1 <strong>Maturity level: High \/ Enterprise<\/strong><br \/>\n\ud83c\udfaf Objective: unify all channels, manage in real time, orchestrate intelligent multichannel marketing.<\/p>\n<p><strong>Strengths:<\/strong><\/p>\n<ul>\n<li>Real-time profile unification via Adobe RT-CDP<\/li>\n<li>Advanced enrichment and modeling<\/li>\n<li>Omnichannel activation with Adobe Journey Optimizer<\/li>\n<li>Full-funnel measurement via Adobe CJA<\/li>\n<\/ul>\n<p><strong>Limitations:<\/strong><\/p>\n<ul>\n<li>Complex stack to implement<\/li>\n<li>High licensing costs<\/li>\n<li>Demanding data governance<\/li>\n<\/ul>\n<p>\u27a1\ufe0f <strong>Perfect for large, multi-product companies with strong cross-channel orchestration ambitions.<\/strong><\/p>\n<div class=\"su-table su-table-responsive su-table-alternate\">\n<table>\n<thead>\n<tr>\n<th><strong>Function<\/strong><\/th>\n<th><strong>Building blocks used<\/strong><\/th>\n<th><strong>Comments<\/strong><\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>\ud83e\udde9 <strong>Data unification<\/strong><\/td>\n<td>\u2705 Adobe Real-Time CDP (via Adobe Experience Platform) + CRM<\/td>\n<td>Real-time unification, comprehensive B2B profiles, links between contacts &amp; accounts.<\/td>\n<\/tr>\n<tr>\n<td>\ud83d\udce1 <strong>External enrichment<\/strong><\/td>\n<td>\u2705 Connectors (e.g., Bombora, Dun &amp; Bradstreet, etc.)<\/td>\n<td>Native integration with third-party providers for firmography and intent data.<\/td>\n<\/tr>\n<tr>\n<td>\ud83d\udc65 <strong>B2B modeling<\/strong><\/td>\n<td>\u2705 Native in Adobe CDP: accounts, buying groups, hierarchical relationships<\/td>\n<td>Natively designed, comprehensive, and actionable B2B structure.<\/td>\n<\/tr>\n<tr>\n<td>\ud83c\udfaf <strong>Advanced segmentation<\/strong><\/td>\n<td>\u2705 Real-time CDP segmentation + Adobe Audience Manager<\/td>\n<td>Dynamic segments that can be activated across all channels.<\/td>\n<\/tr>\n<tr>\n<td>\ud83e\ude84 <strong>Ads Activation<\/strong><\/td>\n<td>\u2705 Adobe Advertising Cloud + Audience Manager<\/td>\n<td>Paid media orchestration with real-time targeting and performance feedback.<\/td>\n<\/tr>\n<tr>\n<td>\u2699\ufe0f <strong>Marketing activation<\/strong><\/td>\n<td>\u2705 Marketo Engage + Adobe Journey Optimizer<\/td>\n<td>Orchestrated and contextualized multi-channel activation.<\/td>\n<\/tr>\n<tr>\n<td>\ud83e\uddf0 <strong>Sales activation<\/strong><\/td>\n<td>\u2705 Export Salesforce + Marketo Sales Insight<\/td>\n<td>Signals integrated into Salesforce, sales actions triggered.<\/td>\n<\/tr>\n<tr>\n<td>\ud83d\udcca <strong>Measurement &amp; feedback loop<\/strong><\/td>\n<td>\u2705 Adobe Customer Journey Analytics + Adobe Analytics<\/td>\n<td>Detailed cross-channel analysis, integrated into the user experience.<\/td>\n<\/tr>\n<tr>\n<td>\ud83d\udcdc <strong>Governance &amp; consent<\/strong><\/td>\n<td>\u2705 Adobe Privacy &amp; Data Governance (in AEP)<\/td>\n<td>Centralized GDPR management, data usage, marketing preferences.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<h2>\ud83c\udf81 Let&#8217;s talk about it together!<\/h2>\n<p>It&#8217;s not always easy to know where you stand, let alone where to start. That&#8217;s why we&#8217;ve set up a <strong>free 1.5-hour strategic coaching session<\/strong> with me, Sylvain Davril.<\/p>\n<p>\ud83e\uddd9\u200d\u2642\ufe0f During this session:<\/p>\n<ul>\n<li>We take stock of your current stack<\/li>\n<li>We challenge your practices<\/li>\n<li>We suggest concrete areas for improvement<\/li>\n<\/ul>\n<p>\ud83d\udc49 <a href=\"https:\/\/merlinleonard.com\/en\/nos-expertises\/vision-and-strategy\/free-strategic-coaching-1h30-to-challenge-your-b2b-marketing\/\" target=\"_blank\">Book your appointment here<\/a><\/p>\n<h2>Conclusion<\/h2>\n<div class=\"su-table su-table-responsive su-table-alternate\">\n<table>\n<thead>\n<tr>\n<th><strong>Function<\/strong><\/th>\n<th><strong>Adobe Stack<\/strong><\/th>\n<th><strong>Demandbase Stack<\/strong><\/th>\n<th><strong>Marketo + Salesforce<\/strong><\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>\ud83e\udde9 Data unification<\/td>\n<td>\u2705 Real time<\/td>\n<td>\u26a0\ufe0f Partial micro-CDP<\/td>\n<td>\u274c Not unified<\/td>\n<\/tr>\n<tr>\n<td>\ud83d\udce1 Enrichment<\/td>\n<td>\u2705 Native + APIs<\/td>\n<td>\u2705 Demandbase Intent<\/td>\n<td>\u26a0\ufe0f Possible via third parties<\/td>\n<\/tr>\n<tr>\n<td>\ud83d\udc65 B2B \/ Buying Groups model<\/td>\n<td>\u2705 Complete<\/td>\n<td>\u2705 Complete<\/td>\n<td>\u26a0\ufe0f Manual modeling<\/td>\n<\/tr>\n<tr>\n<td>\ud83c\udfaf Multi-source segmentation<\/td>\n<td>\u2705 Advanced<\/td>\n<td>\u2705 Good<\/td>\n<td>\u2705 Good<\/td>\n<\/tr>\n<tr>\n<td>\u2699\ufe0f Marketing activation<\/td>\n<td>\u2705 Multi-channel<\/td>\n<td>\u2705 Targeted ABM<\/td>\n<td>\u2705 Email-centric<\/td>\n<\/tr>\n<tr>\n<td>\ud83e\ude84 Ads activation<\/td>\n<td>\u2705 Adobe Advertising Cloud<\/td>\n<td>\u2705 Demandbase Ads &amp; LinkedIn<\/td>\n<td>\u26a0\ufe0f Manual export to Ads<\/td>\n<\/tr>\n<tr>\n<td>\ud83e\uddf0 Sales activation<\/td>\n<td>\u2705 Marketo Sales Insight<\/td>\n<td>\u2705 Alerts &amp; CRM signals<\/td>\n<td>\u26a0\ufe0f Basic MSI<\/td>\n<\/tr>\n<tr>\n<td>\ud83d\udcca Global measurement &amp; performance<\/td>\n<td>\u2705 CJA + Analytics<\/td>\n<td>\u26a0\ufe0f Separate dashboards<\/td>\n<td>\u26a0\ufe0f Marketo + CRM<\/td>\n<\/tr>\n<tr>\n<td>\ud83d\udcdc Governance \/ consent<\/td>\n<td>\u2705 Centralized (AEP)<\/td>\n<td>\u26a0\ufe0f Dispersed<\/td>\n<td>\u26a0\ufe0f Dispersed<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<p>Choosing the right MarTech stack for your ABX strategy isn&#8217;t just about tools. It&#8217;s about orchestration, maturity, and a shared vision between marketing, sales, and IT.<\/p>\n<p>And that&#8217;s where Merlin\/Leonard can play its role as the \u201calignment genius.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Implementing an ABX (Account-Based Experience) strategy is good. 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