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

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3 Answers
Customer Marketing Strategy
  1. Kexin Chen
    Kexin Chen

    Harvey Vice President Marketing • 1y

    Yes! ABM and customer marketing can be a powerful combination, especially in enterprise environments where you offer both self-serve and enterprise licensing. In large organizations, it’s common for different business units and executives to lack visibility into how others within the company are leveraging your platform. For this reason we strategically featured CXOs from ABM accounts in stories and events. These served not only as external brand validation but also as internal tools for expansi ...Read More

    550 Views
  2. Matt Hummel
    Matt Hummel

    Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 2y

    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 ...Read More

    975 Views
  3. Erika Barbosa
    Erika Barbosa

    Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y

    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 p ...Read More

    435 Views

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