XBM™ Podcast – Session One
Introducing the evolution of ABM and ABX to XBM™
Skip:
Hello, everyone! I’m Skip Fidura, CMO of LeadScale. Today, I’m joined by our
founder and CEO, Robin Caller. Robin, welcome!
Robin:
Thanks, Skip. Looking forward to discussing the evolution of account-based
marketing (ABM) and beyond.
Skip:
Before we dive in, could you introduce the LeadScale Group?
Robin:
Absolutely. LeadScale has two core divisions: LeadScale Engine: An ISO 27001-certified data processor and global demand-center platform. LeadScale Services: A paid media execution team specializing in search, social, display, and content syndication.
Skip:
Marketing’s core goal has always been attracting customers—not just browsers. But today, with higher acquisition costs and complex buying committees, we need frameworks like ABM. How did ABM originate?
Robin:
ABM emerged in the early 2000s to align marketing with sales, especially
for high-value B2B deals. It solved three problems: Low-quality leads (e.g.,
“browsers” vs. buyers). Misalignment between sales and marketing. Inefficient
targeting of high-value accounts.
Skip:
Fun fact: My TQM professor argued McDonald’s is the “highest quality” restaurant because of consistency. But “quality” is nebulous—it depends on context
Robin:
Exactly. In marketing, “quality” often blends accuracy, intent, and conversion
potential. ABM was like spearfishing: targeting specific accounts rather than
casting a wide net.
Skip:
Where does ABX improve on ABM?
Robin:
ABX expands beyond targeting to the entire customer journey—personalizing
interactions post-acquisition. Think of it as: ABM: “I need to catch this fish.”
ABX: “How do I cook, serve, and delight the diner?”
Skip:
So ABX is about the journey, not just the destination.
Robin:
Yes! But ABX assumes you’re in the journey. What if prospects enter from
unexpected channels? That’s where we hit limitations.
Skip:
What problem does XBM solve?
Robin:
Clients have data stuck in their stacks—unable to act on signals like webinar
attendance or Google searches. XBM helps “unstick” data by:
Starting anywhere: Intent signals, non-target accounts, or keywords.
Enabling movement: Automating next-best actions (e.g., syncing webinar leads to Salesforce). Fluid workflows: Replacing spreadsheets with dynamic routing.
Skip:
Why call it an evolution vs. revolution?
Robin:
We’re not replacing tech stacks or goals. Like a hyperloop, we’re accelerating
existing processes—making data fluent and fluid. Key Analogy: ABM: Booking
a flight. ABX: Planning the whole trip. XBM: Real-time rerouting when flights get cancelled
Skip:
To summarize: ABM targeted accounts. ABX managed journeys. XBM unlocks data wherever it enters your ecosystem.
Robin:
Precisely. XBM is the natural progression to data fluency—helping marketers
act faster on signals.
Skip:
Join us next time for a deep dive into XBM’s framework. Until then, keep moving forward!
