In the first-ever event hosted by N.Rich in partnership with ABX Israel in Tel Aviv, Mika Bella Kayt, Founder and CEO of Outgage, discussed ABX tactics for large accounts and shared insights on how their clients leverage gifting practices to engage, re-engage, retain, and develop loyal customers.

Introduction

Gifting is a powerful tool in Account-Based Experience (ABX) strategies, offering a unique way to build goodwill, foster connections, and show appreciation. Thoughtful gifting can enhance your ABX efforts by selecting the right gifts and timing their delivery, helping create memorable experiences for key accounts and driving meaningful engagement.

When targeting high-value accounts, gifting makes potential clients feel valued and special. Studies show that 84% of decision-makers say receiving a personalized gift helps them feel a human connection, with many remembering a gift from a vendor even a year later.

From ABM (Account Based Marketing) to ABX (Account Based Experience)

ABX is a go-to-market strategy that leverages data and insights to guide relevant, trusted marketing and sales actions throughout the B2B customer journey.

High-value accounts are those from your Ideal Customer Profiles (ICPs) that have the highest potential of conversion. With the data around these accounts, aim to do more than just market to these accounts. Create a unique buying experience that differentiates your brand. This approach should leave a lasting impression and establish you as their preferred choice.

ABM has evolved into ABX. Instead of merely marketing to selected accounts, ABX focuses on personalized and holistic customer engagement. This approach ensures businesses can better meet the nuanced needs of high-value accounts through customized and consistent engagement.

What is ABX?

Account-Based Experience (ABX) is a strategy focused on creating highly personalized and engaging experiences for key accounts. By leveraging data and insights, businesses can tailor their interactions to meet the specific needs and preferences of each client. 

While ABX and Account-Based Marketing (ABM) share some similarities, they are distinct in their approaches. ABM primarily targets specific accounts with the aim of converting them into customers. ABX goes beyond initial engagement by including personalized experiences across all touchpoints—sales, customer service, and support—ensuring a cohesive and engaging journey for the client.

The Role of Gifting in ABX

Gifting can deepen your ABX strategy by offering several benefits that strengthen client relationships and drive engagement. Personalized and creative gifts show clients that you value and appreciate them not only as partners but also as individuals. By selecting thoughtful and relevant gifts that align with campaign goals, you can demonstrate your understanding of their preferences and needs, which fosters trust and loyalty.

How to Implement ABX Gifting

Implementing gifting in your ABX strategy involves thoughtful planning and execution. Here’s how to get started:

1. Create Your Brief

Identify your goals—whether it's for loyal customer anniversaries or welcoming new clients. Use data analytics tools like N.Rich to identify key accounts that will benefit most from your efforts. This will help you prioritize high-value clients based on their level of engagement, revenue potential, and strategic fit.

2. Select an Approach

You can do digital or physical touchpoints or combine both for a multi-touchpoint campaign. For digital gifts, consider e-gift cards, personalized e-books, or exclusive access to webinars and online events. For physical gifts, options might include customized merchandise, handwritten notes, or carefully curated gift boxes.

Or if you aren’t sure of which approach to take, you can look for gifting partners like Outgage who can help you launch your gifting campaigns right from the planning stage.

3. Personalize Each Gift

Personalization transforms a standard gift into a memorable one. Make each gift on-theme, similar to AppsFlyer’s World Cup-themed gifts, by aligning with current events or industry trends relevant to the recipient. Infuse creativity by choosing unique packaging or incorporating elements that reflect the recipient’s interests or company culture. Ensure thoughtfulness by including a personalized note expressing genuine appreciation or a specific message tailored to the recipient.

Examples of Successful ABX Gifting Campaigns

1. AppsFlyer’s World Cup-Inspired Gifting Campaign

   This campaign resulted in a significant surge in user acquisition and pipeline growth.

-photo from AppsFlyer

2. Zendesk’s Drone Campaign

   Zendesk offered drones to gift recipients who requested a demo or downloaded a whitepaper, leading to increased engagement and reengagement with their clients.

-photo from Outgage

ABX Gifting Best Practices

Integrate gifting into your overall ABX strategy

• Ensure gifts complement your broader GTM initiatives and messaging.

Send gifts outside the holiday season

• Avoid the holiday rush to make your gifts stand out and feel more thoughtful.

Recognize customer achievements and celebrate milestones

• Acknowledge significant events with personalized gifts.

Leverage special days on the calendar

• Utilize occasions like Customer Appreciation Day or Women’s Month to strengthen relationships.

Track the effectiveness of your gifting campaigns

• Measure success through key metrics like client feedback and engagement rates to refine your strategy.

Wrap Up

Integrating gifting into your ABX strategy will not only deepen  client relationships and engagement but also demonstrate your team's creativity and attention to detail. 

The key to success is understanding  that marketing on these leads alone won’t set you apart, but providing exceptional experiences will. Choosing thoughtful gifts and following best practices can drive loyalty and satisfaction.

Start implementing these strategies today and let us help you start of by identifying those accounts that should be in your gifting list. 

And If you’re interested in learning more how you can leverage gifting into your strategy, you can visit their website or if you would like to get in touch with Mika, feel free to reach out on LinkedIn.

See the full event video here: