At this year’s European ABM Forum, Reena Jagtap, Global ABX Vertical Strategy Manager at Henkel, will share how the brand is evolving from traditional Account-Based Marketing (ABM) to a more customer-centric Account-Based Experience (ABX) approach – powered by AI.
Ahead of the event, Reena gave us a preview of the Henkel ABX strategy: the journey, challenges, and lessons learned from leading this transformation inside a global enterprise.
Why Henkel moved from ABM to ABX
For Henkel, the shift from ABM to ABX wasn’t just tactical – it was strategic. It aligned with Henkel’s broader purpose of being a “pioneer at heart for the good of generations.”
“We wanted to move beyond traditional ABM practices and keep the customer at the center of everything we do. Instead of just pushing communication, we focus on curating meaningful experiences that address real customer challenges and create value at every touchpoint.” – Reena
How AI powers the Henkel ABX Strategy
AI is integral to every stage of Henkel’s ABX approach – from deep industry research to content creation.
“AI has been transformative, especially in the research phase. What used to take agencies 4-5 days of effort (and cost) can now be done in hours. We use AI to map industries, identify key accounts, and create tailored content like white papers and landing pages that resonate with decision-makers.” – Reena
Of course, implementing AI at scale comes with challenges – particularly around data privacy and security, which Henkel prioritizes.
New success metrics: moving beyond MQLs
Henkel is moving beyond traditional funnel metrics like MQLs and SQLs to focus on meaningful engagement and relationships.
“We track metrics like Account-to-Network ratio on LinkedIn – measuring how well key account managers are connected to stakeholders in target accounts. We also measure response rates to personalized content and monitor influence on the buying group. It’s no longer just about leads; it’s about influencing the right people at the right time.”
By focusing on these relationship-driven KPIs, the Henkel ABX strategy aligns marketing with real business outcomes and long-term customer value.
The future of ABX: tech, empathy, and agility
Looking ahead, Reena sees AI as a key enabler of ABX but emphasizes the need for human insight and agility.
“AI will continue to make us faster and smarter, but success will come from blending AI with human empathy. Also, marketers must stay agile and embrace emerging technologies like AR/VR to create immersive experiences. Companies that resist change will struggle to keep up.”
Reena also stresses the role of partnerships and team culture:
“You need the right partners to avoid costly mistakes and accelerate success. And it’s the people – internally and externally – who make or break your ABX journey.”
Practical advice for starting ABX
For companies just starting with ABM or ABX, Reena shares two essential tips:
1. Be Customer-Obsessed
“Know where your customer is, understand their challenges, and deliver the right message at the right moment.”
2. Find the Right Partners
“Whether you’re a large enterprise or a small business, the right creative, media, and tech partners make execution more effective. Don’t do it alone.”
Meet Henkel at the European ABM Forum
Want to see the Henkel ABX strategy in action? Join Reena Jagtap at the European ABM Forum for a candid session on:
Session: From ABM to ABX: Elevating Customer Experiences with AI-Driven Strategies
Expect AI-powered strategies, real-world learnings, and actionable advice to take your customer experience to the next level.
Join us to be inspired and exchange ideas with the ABM community!