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Full-funnel approach to ABM prioritizes current customers

September 01, 2020 / Brad Beutler

A full-funnel approach to account-based marketing, which prioritizes your current customers while still growing the top of the funnel, is the future of marketing. We recently laid out a visual representation of what “full funnel” truly means in this infographic, broken down by funnel stages and relevant KPIs. And now we’re taking it one step further by diving into specific plays your team can execute for each stage.

We’re starting here because most organizations rarely apply the full force of an account-based marketing strategy to their customer base. However, this is where we’re seeing the biggest shift in marketing. Today’s most successful marketers know that customer retention and expansion is the best way to achieve scalable revenue growth YoY. Customer acquisition is expensive, but losing customers is even more costly.