PART ONE > INTRODUCTION TO ACCOUNT-BASED MARKETING WHAT IS FULL- FUNNEL ABM? TARGET ACCOUNTS Now that we have the basic definition nailed down, let’s learn about full-funnel account-based marketing. Because ABM touches every stage of the account lifecycle, it should be measured as such with a “new” funnel (throw out the old ENGAGED TARGET ACCOUNTS traditional lead funnel). Use the definition you just learned and now apply to multiple use cases throughout this funnel. New business generation? There’s a smart and targeted way to do that. Accelerate current deals to the finish line? ABM TARGET ACCOUNT OPPORTUNITIES can help with that. Retain at-risk customer or expand their contract? Yup. NEW DEALS WON It’s not just about the top of the funnel anymore. Marketing, sales, and CS teams now work together to drive revenue across all stages of their funnel. Here’s a helpful visual of a CUSTOMER RETENTION funnel broken into funnel stages and common KPIs teams use to measure their success. TARGET ACCOUNTS Blueprint to Account-Based Marketing | © 2020 Terminus Software, Inc. All rights reserved. 6