Our latest thinking from
across the Agent3 Group.

Engaging executives has often been treated like a high-stakes, high-effort activity. Something separate from broader marketing efforts. Think: a few high-touch dinners or one big annual summit. But things have changed. In today’s world, where meaningful relationships matter more than quick wins, executive engagement needs a new playbook.

Account-Based Experience (ABX) is the trendier, more tech-savvy sibling of Account-Based Marketing (ABM), promising deeper personalisation and enhanced results for B2B organisations. While the concept seems so simple – making sure entire buying groups get a holistic, personalised experience across the entire customer journey – the reality is more complex. Read our strategy guide on how you can implement ABX in your organization.

In this episode of Agents of Change, Paul Mackender, Chief Revenue Officer at Agent3 chats with Ben Taylor, Director of Revenue Marketing and Customer Journeys at Cisco, to explore how Cisco is transforming its approach to customer engagement.

In this guide, we’re primarily going to focus on determining ABM success metrics. While all have a critical role to play in the successful delivery and execution of precision ABM, CMOs and organizational leadership typically want to focus on program impact and success.

Selling to the modern day B2B organization can feel a little like trying to navigate a complex maze, and vendors are often left feeling they took the wrong route and hit the proverbial dead end.  We know the MQL is dead, that the MQA is the route to higher opportunity conversion rate, but how to decode these anonymous ‘accounts’ to ensure you are optimizing your chances?

What is the benefit of adopting a personality-focused approach to content marketing? In this video, Jonathon Bates, co-founder, Persuasion XP, discusses the value of using personality-tailored marketing at scale with Liam Jacklin, COO, Agent3 Demand to improve conversions and better understand buyer behavior through the sales funnel.  This strategy ultimately adds another layer of insight, ensuring marketing efforts target the real buyers!

What do you do if you need to understand your target audience better, but can’t afford extensive research? In this video, Jonathon Bates, co-founder of Persuasion XP, describes the potential of AI-driven “synthetic humans” in marketing research and explains why The Marketing Research Society concluded that the use of synthetic humans makes for research that is just as valid – or more valid – than human research.

The numbers tell us that engagement with marketing content is down and we know that buying groups are becoming increasingly complex with increasing members and a broader range of job titles. To be heard above the noise, marketers must bring relevance to all buying group members in a way that grabs their attention in the first three seconds, or the opportunity will be gone. In this video, Jonathon Bates, co-founder, Persuasion XP, discusses how to succeed by marketing to personalities, as opposed to job titles. 

At the recent B2B Marketing Global ABM Conference, Agent3 Group’s Chief Commercial Officer, Greg Salmon, led a panel discussion about ABM in volatile times and the challenge for ABMers of striking the right balance between short-term pressure and long-term growth. Joined by industry experts Judy Wilks, senior ABM executive, Autodesk and ABM consultant, Phoebe Jackson, it was a lively and thought provoking conversation with the three panellists sharing their thoughts and experience in the following four topic areas:

While the idea of the customer journey is not new, the growing complexity of the buying environment, ongoing digital transformation, and the intense competition for attention have triggered an evolution in recent years. We explore how we see the current marketing landscape, why we believe the traditional sales funnel is no longer relevant, how the customer journey can bring clarity to a complex environment and how a new customer journey approach can drive success.