Can I use an ABM approach with customer marketing? Why or why not?

100%. Customers are 100% your most important market. So why wouldn't you leverage an effective approach such as ABM. Just because someone is already a customer doesn't mean they will be one forever, or that they are currently buying all they could from you.

Just like ABM into prospects, there are many flavors, e.g., 1:1, 1:few, 1:many.

Whether retention or growth, either is critically important. The last thing you'd want to do is lose a significant amount of your revenue (it's so much harder to make that up), and it's also significantly easier (generally speaking) to sell into an existing customer.

Existing customers are no different than prospects. You can just capitalize on the fact that they are already a customer. It's a bit like marriage - marriage doesn't mean you've achieved everything - you still have to continue investing in your spouse and growing your relationship!

Account-based marketing, or ABM, can be used in conjunction with customer marketing, as both strategies are focused on targeting specific accounts or customers. By pairing the two approaches, you can deepen your relationship with your customers. Additionally, you can identify customers who are ready to receive targeted messages that offer the highest growth potential. This can be thought of as a nurture or expansion campaign.

With the personalized approach of ABM, you can combine it with other personalized campaigns, such as email or in-product messaging (IPM), to create a tailored experience based on what matters to each individual customer.