From the course: Account-Based Marketing Foundations
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Executing ABM through account lifecycle
From the course: Account-Based Marketing Foundations
Executing ABM through account lifecycle
- Added Score, Account Based Marketing or ABM is a life cycle marketing strategy. Account based thinking and the team framework of target, engage, activate and measure can be applied throughout the customer life cycle, giving new life to familiar core revenue generating strategies. Now, team framework is a continuous feedback loop, but accounts themselves go through three distinct phases of account life cycle. Acquisition, acceleration and expansion. As they move through the phases, you can apply the team framework to impact revenue throughout the life cycle. That's right, we are going way beyond just acquisition. Let's look at each life cycle phase so you can think through where you'll apply ABM first and what impact it can have on your ability to drive quality growth. The most common phase is acquisition, this is where you are looking to bring net new accounts into your pipeline. Instead of focusing on generating marketing qualified leads, your KPI, at this phase, is the number of…
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