DESIGNING A LIFECYCLE ABM STRATEGY

Summary from the TLDR Marketing newsletter

Lifecycle ABM drives upsell and cross sell by focusing on a small set of existing accounts most likely to expand. It starts by working with Sales and using product data to pick the right users, not just senior leaders. Then it improves the customer experience with simple, targeted actions like in app guidance, nurture flows, and use case specific sessions. The focus stays on helping customers get value and stick around. Revenue follows. Start small, test a few ideas, and build over time through consistent iteration.