XBM
Written by Leadscale on November 11, 2024
Introduction
At present, there isn’t a widely recognized definition for “XBM” within marketing. The term, however, aligns well with the concept of “anything-based marketing,” which is highly flexible, enabling tailored interactions across critical decision points within a data journey.
This approach involves making real-time adjustments based on specific goals and needs—whether activating a certain data stream, deprioritizing less valuable actions, or moving data through new channels to maximize performance. Essentially, XBM represents a highly responsive and adaptive framework for data-driven marketing strategies.
How LEADSCALE defines XBM
XBM will be used initially to represent the idea of continuous data journeys, where data moves through multiple, dynamic stages rather than ending with a single action. In XBM, data isn’t just acquired or activated for a one-time use; it flows and evolves through various checkpoints, adapting based on real-time insights and performance.
This approach allows for a constant refinement of actions, whether that means redirecting data for new opportunities, re-evaluating strategies, or scaling up efforts where data performance is highest. Essentially, XBM enables marketers to treat data as part of an ongoing, circular journey.
This concept leverages the idea that data journeys can remain perpetually valuable, rather than static, which aligns with goals of maximizing long-term engagement and impact. Indeed, even when a record reaches an “end of journey” state, there is an argument that a version of that – albeit in a completely non-decryptable and non-personal state, should be retained and leveraged for future efficiencies.
XBM and Never-Ending Data Journeys
XBM stands for “never-ending data journey-based marketing,” capturing the concept of continuous, adaptable data flows in a marketing context. The “X” emphasizes the limitless potential of data journeys as they loop through stages of acquisition, activation, re-evaluation, and repositioning to meet evolving objectives.
In this model, data is never static; it moves fluidly to support real-time decision-making. XBM supports a philosophy of perpetual engagement, where data continually finds its “next best action” and adds cumulative value across marketing touchpoints.
XBM in Existing Marketing Literature
The term “XBM” is not widely recognized or defined in existing marketing literature. No major sources currently define XBM as a specific approach or term in the marketing world, suggesting that it remains open for new interpretation and brand-specific usage by Leadscale.
Given this, “XBM” can be defined and reflect a product – an innovative, proprietary marketing model owned and sold by LeadScale, associated with flexible, adaptive marketing strategies that adjust to the demands of complex, real-time data pathways.
Leadscale will emphasize the “never-ending” or “anything-based” nature of marketing in this context. Our interpretation will help communicate the concept of a marketing strategy that adapts at key data journey points, like decisions on activation or re-routing of data — perfect for modern, dynamic, and scalable data-driven marketing efforts.
Beyond Acquisition
XBM isn’t just about gathering data; it’s about strategically harnessing that data to engage customers meaningfully and compliantly. While data acquisition is central to understanding consumer behavior and preferences, XBM goes further by focusing on activating that data at the ideal moment, through the best available channel. Under XBM, data isn’t passively stored—it’s purposefully deployed. Leveraging this data with or without explicit consent (as legally permissible under GDPR’s lawful basis provisions) allows for more nuanced, respectful interactions that enhance customer experiences. In XBM, the timing of activation—deciding when a user is most likely to engage positively—becomes as critical as the data itself. This focus on optimized timing and platform selection ensures that marketing messages not only reach the right people but also resonate powerfully in the moment, maximizing impact across diverse digital channels.
Conclusion
Effective immediately, Leadscale aims to define XBM as an original product and concept, around which our thought leadership can be focussed. Making it central to LeadScale’s ethos will position the company as a leader in a more holistic, adaptable approach to customer data journeys and associated insights, resonating with industries aiming for more responsive and intelligent marketing strategies.
There are currently no widely recognized registered trademarks for the term “XBM” specifically related to marketing. A search through trademark databases like the USPTO’s TESS system and the WIPO Global Brand Database shows no active registrations for “XBM” in categories related to digital marketing, advertising, or data services.
At 11.11am GMT, on 11.11.2024, Leadscale’s CEO Robin Caller announced the launch of XBM to the market through a short “whisper” post on LinkedIn. He posted on his own profile page, and the company then published the post and introduced XBM on the Leadscale Group, Leadscale Services and Leadscale Engine showcase pages.
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