PART THREE > 7 STEPS TO GETTING STARTED WITH ACCOUNT-BASED MARKETING Common goals of account- based marketing include: Lower cost of acquisition STEP 2: DEFINE YOUR Brand awareness GOALS AND STRATEGY New business generation Now that you’ve assembled your core account-based marketing team, it’s time to sit down and define your goals. What do you want Pipeline acceleration to accomplish with ABM? Your goals will inform your strategy, so it’s important that everyone on your core ABM team is on the same page. Customer retention or expansion Product adoption Shorten sales cycle time Blueprint to Account-Based Marketing | © 2020 Terminus Software, Inc. All rights reserved. 19