XBM™ Podcast – Session Two
Skip and Robin talk about the importance of data fluency above and beyond data literacy.
Skip:
Welcome to episode two of our series on XBM™ (Anything-Based Marketing).
Today we’re diving into what it is, how it’s different from ABM and ABX, and how
it evolves from those concepts. But first, let’s define some key terms: positive
action, signal, and fluent.
Robin:
Sure. Positive action means proactive data use—like excluding non-target
accounts. Signal is any actionable event (e.g., a website visit). Fluency is realtime data movement, not just literacy.
Skip:
How does XBM differ from ABM/ABX?
Robin:
ABM starts with target accounts (A » B). XBM handles what’s next (B » C)—like
“ghosted” CRM data. X isn’t “account”; it’s any starting point (location, keywords,
etc.).
Skip:
Example?
Robin:
A non-target visitor from PPC could trigger location-based messaging—not
ABM. Or use Azure-hosted status as a trigger, not just accounts.
Skip:
Timing seems critical.
Robin:
Exactly. Batch processing causes repeats (e.g., webinar invites). Fluency means
hyperloop-style real-time actions per record.
Skip:
Wrap-up?
Robin:
XBM complements ABM by enabling flexible, fluent data use. We’re building
tools for this at LeadScale.
Skip:
Next time: data journeys and hyperloop. Robin, thanks!
Robin:
Cheers, Skip!
