Less touchpoints. Higher-quality interactions. More impact.
Let’s get into it.

Step 1: Segment Smarter

Not all accounts are created equal. Treating them the same wastes time, money, and resources. 

The first step in ABX is recognizing where your prospects are in their journey—and tailoring your approach accordingly.

Move beyond firmographics (like title, company size, location) to focus on factors that make communication and engagement meaningful, such as where they fall on a knowledge and engagement scale.

Here’s how we do it.

Meditating astronaut encircled by floating neon cubes

The Unaware

These are companies that don’t know you exist—or if they do, they couldn’t care less (yet). They’re a blank slate, which makes them a huge opportunity—but they’re also the companies most likely to hit “delete” if your outreach feels generic.

Orange tabby cat with sunglasses looking away with 3-D floating neon rectangles behind it

The Engaged

Engaged companies are ones that have shown interest (obvious, yes we know)—clicked your ads, downloaded a resource, attended a webinar—but aren’t sold yet. They are holding you on read—and it’s still your move.

Raccoon showing "rock on" hand signals with neon rectangular cubes in the background

The Buyers

At this stage, you’ve got hot leads on your hands. They’re actively evaluating solutions and have expressed real interest in working with you, but you’re not the only option they’re considering.

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Step 2: Make Experience the Focus

ABX isn’t just about who you target—it’s about how you engage. The right accounts won’t respond to generic campaigns or one-size-fits-all messaging anymore. What makes ABX different is its focus on delivering personalized, thoughtful experiences that actually resonate. And when you align your outreach with where prospects are in their journey, every interaction feels intentional and impactful.

But it’s not just about touchpoints; it’s about defining moments—those pivotal interactions that reveal your brand's essential nature and stick with prospects long after the email is read or the call ends. They shape perceptions in ways no generic drip campaign ever could.

The best part? It’s fun. And not only is it more effective, but it also feels more human—on both sides. When your marketing creates genuine, memorable connections, prospects notice. That’s what makes you stand out—not just in the moment, but long after the first touch.

For The Unaware, Build Awareness

Draw these accounts in with creative, memorable first touches. Go big on first impressions—use creative, non-salesy tactics that grab attention and make them curious about your value.

They may not be ready to buy, but they know your name. They see your value, and you’ve piqued their interest.

Think about it like this—

IF YOU WANT TO CONNECT AT A CONFERENCE Forget the “stop by our booth” email. Offer an exclusive local experience or a memorable meet-up. Even better: invite your target accounts to exclusive, small-scale events that aren't tied to a larger event like a conference—think intimate dinners, private roundtables, or fireside chats with thought leaders.
For The Engaged, Deepen Connections

These companies receive personalized, helpful interactions that deepen trust, they see you as more than a vendor.

A transactional approach here risks losing them to competitors who are building trust and connection. Become their go-to source for insights and collaboration.

Here’s our best tip for engaging with these accounts—

DON’T MAKE IT ALL ABOUT YOU. Not every engagement needs to be a sales motion. Try sharing helpful insights, resources, and industry updates freely with those who are engaged. Try sending highly personalized resources based on specific engagement, or creating a high-value resource personalized or their sector (with a brief mention of how your company supports these trends). And if you send mailers, avoid stamping your logo on junk you wouldn’t use yourself. Instead, opt for something fun and unexpected, like delivering a hyper-curated package. If you can check a box to deliver it, that ain’t it.
For The Buyers, Facilitate Decisions

Now’s the time to make it easy (and exciting) for them to choose you.

A lack of alignment, unclear ROI, or overly aggressive tactics can derail the deal. Focused, thoughtful engagement can tilt the scales in your favor

Consider this the next time you’re at this stage—

IF YOU WERE IN THEIR SHOES...  Chances are, you’d want to see your product in action. Send over a short recorded demo that directly addresses one of their key challenges, incorporates their branding, and highlights the specific use cases relevant to their needs. It can tee-up another demo session but no more one size fits all first demos. Or, offer a limited trial or pilot that lets them experience your solution in action without a full commitment.

Whether you’re building awareness, deepening trust, or helping buyers make decisions, the key is relevance. Ditch the generic playbook, lean into creativity, and make every interaction feel personal. That’s how you turn accounts into advocates—and deals into long-term relationships.

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Step 3: Measure Differently

Goodbye performance marketing dashboards. Hello, account-based metrics.

Traditional metrics like MQLs and SQLs just don’t cut it anymore. They don’t tell you if your audience gives a shit about your product or plans to buy. 

Instead, shift your focus to metrics that prioritize connection and engagement with your target accounts. 

Engagement Rate: Swap your prehistoric MQL goal with a % of how many of your target accounts are actively engaging with your content, events, or outreach. Active Conversations: Replace SQLs with the number of accounts where meaningful, two-way interactions are happening-like email replies, discovery calls, or direct inquiries. Account Progression: Monitor how accounts move from Unaware to Engaged to Buyers, and what behaviors signal movement along this journey.

Metrics can’t measure feelings, but they can tell you if your strategy is resonating. Track engagement, prioritize action, and let the numbers tell a better story about your relationships—not just your pipeline. 

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AND FINALLY

If you take nothing else away from this, know that these three steps mean nothing without time—the time that needs to be given for ABX to work. What’s the opposite of a hard and heavy out-of-the-gate sales pitch? It’s a strategy that leads a horse to water and waits for it to drink.

ABX isn't a strategy to use if you're looking for quick fixes, but it is one to use for foundation-building long-term benefits.

And to wrap this up nicely, know that none of these ABX tips work if they aren't applied to a model that pulls your marketing function outside the traditional connect to convert mindset. That doesn't work anymore. Instead, remember CECE — Connect, Engage, Convert, Expand.

Why? Because ABX isn’t just about nailing a killer email sequence or crafting the perfect ad. It’s about creating a continuous, holistic experience that doesn’t stop at the first click or even the first deal. If you’re not connecting meaningfully, engaging authentically, converting thoughtfully, and expanding consistently, your ABX strategy is just another campaign lost in the noise.

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We are TSC—and we're redefining marketing for tech companies. We’ve helped tech companies of all sizes shift from stale ABM playbooks to creative, experience-first ABX strategies. Whether it’s building community, aligning teams, or designing unforgettable campaigns, ABX is shaping every strategy we create.

Wanna chat strategy? See if we’re a good fit? Head on over to tsc.chat and fill out our contact sheet. We’ll be in touch.