Applying ABM Fundamentals to Improve Customer Retention
As account-based marketing has strengthened its hold on the world of B2B marketing, there’s one aspect of it that’s often overlooked: how ABM can help you keep your customers happy.
Most of the discussion around ABM today focuses on strategies for engaging prospects and converting them into customers — and understandably so. Marketers are more often evaluated on how many new clients they help bring in, versus how they contribute to customer retention.
However, as many of us begin to invest more deeply in ABM, it’s important to understand not only how it plays a role in the pre-sales process, but after a deal closes as well.
In support of this, our online ABM Summit featured an Advocacy, Growth & Retention track, with 5 webinars focused on engaging your customers with an ABM approach.
- Tips on partnering with key customers to drive more business within their organizations
- Best practices for managing your ABM nurture strategy
- Examples of how to use account-based attribution to analyze account health