How B2B Marketers Use Digital Experience Platforms for Enterprise ABM

Episode notes

In this episode of B2B Marketing with Fexingo, Lucas and Luna explore how enterprise B2B marketers use digital experience platforms (DXPs) to power account-based marketing at scale. They break down the difference between a content management system and a DXP, using Adobe Experience Manager as a concrete example. Lucas explains how a DXP unifies personalization, analytics, and content delivery across web, mobile, and email - allowing ABM teams to serve tailored experiences to each target account without duplicating effort. Luna shares a real-world case: a manufacturing giant that used a DXP to serve personalized microsites for its top 50 accounts, leading to a 40% increase in engagement. They discuss the trade-offs - cost, complexity, and the need for strong marketing operations - and why Gartner predicts 60% of B2B enterprises will adopt a DXP by 2028. The conversation wraps with practical advice for marketers evaluating a DXP investment.

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