By now we all know that ABX, when done right, is the ultimate play for landing dream accounts, skyrocketing conversions, and turning marketing + sales into an unstoppable revenue machine. 

We teamed up with 6Sense + Flexential—a leading provider of data center solutions and hybrid IT infrastructure—to deliver a power-packed webinar breaking down HOW to AB-execute like a pro. And can we just say, the results for Flexential were GINORMOUS:

• 77% of accounts moved out of the target phase
• 63% boost in accounts reaching the purchase stage
• 101% increase in closed-won deals from intent-based account lists (That’s literally double, y’all.) 

Missed the webinar? No sweat—we’re unlocking all the secrets right here, right now. If you want to watch the full webinar on-demand, head to our YouTube channel for the full recap here. 

From picking the right accounts to turning intent into revenue, this is your all-access pass to how we transformed Flexential’s ABX strategy—and how you can do the same.

Let’s get into it. ⬇️

Understanding ABX: The Five-Step Process 

Before we jump into execution, let’s get one thing straight—ABX is about precision, personalization, and timing. The difference between winning big and wasting budget? A killer strategy.

Here’s the framework we used with Flexential to make their ABX strategy a revenue-generating machine:

1. Pick the right accounts – Zero in on high-fit accounts that align with your business goals. (Hint: More isn’t always better- quality wins every time.)
2. Know your buyers inside & out – Understand their pain points, buying signals, and research behaviors so you can hit them with the right message at the right time.
3. Engage like you mean it – Ditch the generic outreach. Personalization + high-value messaging + multi-channel execution = ABX magic.
4. Sync with sales (for real) – ABX isn’t just a marketing play, it’s a full-team effort. Seamless alignment between marketing and sales is the key to accelerating pipeline and closing deals.
5. Track what actually matters – No vanity metrics here. Measure real impact like buyer journey progression, engagement quality, and pipeline velocity. Then optimize, optimize, optimize.

So now let’s dive into each step and see exactly how ROI·DNA leveraged 6sense to turn this ABX strategy into IMPACT for Flexential. 

Step 1: Selecting the BEST accounts

ABX isn’t about going bigger—it’s about going smarter. The best campaigns begin with a highly curated list of the right accounts based on:

• Firmographics – Does the account fit your ICP (industry, size, revenue)?
• Technographics – What tools are they using? Are they a good fit for your product?
• Intent Signals – Are they actively searching for a solution like yours?

With Flexential, we leveraged 6sense’s predictive modeling to identify accounts that weren’t just a fit, but actively in-market and ready to engage. Our secret sauce? Combining data-driven insights with real-world sales expertise. By aligning 6sense’s predictive data with direct input from sales teams—who know exactly which accounts have real conversion potential—we built a smarter, more strategic target list that laid the foundation for Flexential’s ABX success.

🔥 ROI·DNA Hot Take

We see too many brands relying only on data to build their target account lists—but here’s the real secret: Sales insights + intent data = the ultimate power move.

Takeaway: Don’t just build a list—build the right list. And make sure Sales is in the room when you do. Data + human insight = ABX gold.

Step 2: Know your accounts inside & out

Locking in your target accounts is just the beginning—now it’s time to go full detective mode. The best ABX campaigns don’t just target accounts, they understand them at a deep level. What are they researching? Where are they in the buying cycle? What’s keeping them up at night? If you’re not answering these questions, you’re just guessing—and guessing doesn’t close deals.

• Where they are in the buyer journey – Are they in awareness, consideration, or decision mode? (And are you sending the right message at the right time?)
• Their pain points & tech stack – We identified the tools they’re using (see technographics intel from Step 1) but what are their biggest challenges? Are they struggling? Ready for a switch?
• How they engage with content – Are they binge-reading case studies or ghosting your emails? Knowing this helps tailor your engagement strategy.

With Flexential, we went beyond tracking engagement—we mapped out buying patterns using account intelligence tools to pinpoint the exact moment their ideal accounts were primed to engage. By crafting preemptive messaging that spoke directly to decision-makers before they even realized they needed a solution, we helped Flexential drive higher engagement, stronger pipeline movement, and better conversion rates.

🔥 ROI·DNA Hot Take

Timing is everything. If your prospects tend to research solutions through partners before engaging with vendors, then you need to get ahead of them. 

Takeaway: When you understand your buyers better than they understand themselves, winning them over becomes cake.

Step 3: Engaging the RIGHT way

In ABX, engagement isn’t just about reaching your audience—it’s about resonating with them at the right moment, in the right way. Your message should hit like a perfectly timed meme—personalized, relevant, and impossible to ignore. 

• Personalized content – Speak directly to their pain points, challenges, and needs—generic messaging won’t cut it (see step 2).
• Multi-channel strategy – Paid media + email nurtures + chat + website = omnichannel experience (Meet them where they already are!)
• Website UX alignment – Make sure your site guides prospects seamlessly through their journey—no dead ends, no friction.

With Flexential, we didn’t just push content—we built a seamless, omnichannel buyer experience where every touchpoint felt personal and intentional. By aligning content, creative, and digital experiences, we ensured that from ad to asset to action, prospects moved effortlessly through the journey.

🔥 ROI·DNA Hot Take

Want your messaging to actually connect? Talk to your sales & product teams. Their insights are gold—they know exactly what pain points matter and what messaging feels authentic (vs. overly “sales-y”). 

Takeaway: Alignment is key. Get your messaging tight, your channels dialed in, and your UX friction-free.

Step 4: Collab with Sales

Marketing and sales alignment is the ultimate power duo to turn pipeline into revenue. When these teams operate in sync, magic happens: marketing delivers high-intent leads, and sales closes them faster and more efficiently.

With Flexential, we didn’t just toss leads over the fence—we built a highly strategic system that kept both marketing and sales aligned, informed, and ready to act. By integrating 6Sense’s intent data directly into sales workflows, reps had a real-time pulse on which accounts were heating up, ensuring they focused on the right prospects at the right time. We also refined lead scoring models, prioritizing high-intent accounts so sales could strike while the iron was hot. Instead of chasing cold leads, their sales team focused on warm, engaged prospects already primed for conversion.

🔥 ROI·DNA Hot Take

ABX isn’t a “set it and forget it” strategy. If marketing and sales aren’t constantly communicating, opportunities get lost in translation. 

Takeaway: The strongest ABX strategies aren’t just marketing-led or sales-led—they’re TEAM-led. The closer these teams work together, the bigger the wins.

Step 5: Track the REAL metrics (NOT vanity metrics)

If you’re just measuring clicks and form fills, you’re doing ABX wrong. Instead, track:

• Buyer journey progression: Are they moving from “just looking” to “let’s talk?”
• Engagement quality: Are they actually consuming content or just bouncing?
• Pipeline & revenue Impact: Are you closing deals, or just collecting MQLs?

We helped Flexential build a data-driven feedback loop, fine-tuning their strategy in real-time to drive higher conversions, faster pipeline movement, and straight-up MASSIVE results.

And when they ditched vanity metrics for real revenue insights? Oh, it showed.

• 77% of target accounts? Moving down the funnel.
• 63% more buyers? Ready to pull the trigger.
• Closed-won deals? DOUBLED. Read that again.

Ready to make your data work this hard?

🔥 ROI·DNA Hot Take

Waiting for results is part of the game, but the brands that win are the ones that continuously optimize based on engagement data. 

Takeaway: Track the right data, refine relentlessly, and let the results do the talking.

The BIG takeaway — ABX is a TEAM sport!

The biggest mic drop moment from our 6Sense Level Up Webinar? ABX isn’t just a marketing thing—it’s a whole company thing. When sales, marketing, and product teams align around the same accounts, insights, and goals, that’s when the magic (and the revenue!) happens. 

At ROI·DNA, we don’t just talk about ABX—we build strategies that actually move the needle. Whether you’re struggling with account selection, engagement, or pipeline acceleration, we’ve got you. Ready to level up your ABX game? Let’s chat. 💬 Drop a comment: What’s your biggest ABX challenge right now? Let’s talk strategy!