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Leveraging Account-Based-Marketing (ABM) to Drive Retention and Expansion – Fireside Chat with Jessica Fewless

Within this fireside chat, Jessica Fewless (Former VP of Customers at Demandbase) and Eric Gruber (CEO of Personal ABM and Stop the Sales Drop) discuss how existing customers (the initial prospect list) are being neglected and why it’s leading to churn as companies are reevaluating their investments. You’ll learn:

  • Why we need to shift from customer “advocacy” marketing to customer revenue marketing or customer lifecycle marketing where the focus is on retention, margin growth and account penetration where your solution is adopted throughout the organization.
  • Why we can’t leave customer success and account management teams to their own devices to retain and expand accounts. You’ll see how they are having the wrong conversations and how they are not engaging with the stakeholders.
  • Why we should be doubling down on marketing resources as accounts go through the funnel – and why we need to double down on it again after the contract is signed

Watch this fireside chat video with Eric and Jessica. Then register for our Friday Reboot Series where we will have a “Retain and Expand” panel that will focus on differentiating the customer conversation and how ABM can be applied to change buying behavior, increase margin growth, and drive top-to-bottom engagement for expansion.

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