What Are The Six Stages Of The Account-Based Marketing (ABM) Sales Funnel?

Terminus has produced this detailed infographic that defines the stages of the ABM sales funnel as well as what to measure in order to optimize each stage’s success. If you’re new to ABM, we’ve written about what Account-Based Marketing is and why it has so many advantages over traditional marketing strategies… but this gets into the finer details of segmenting and scoring your prospective customers.

The underlying principle and key differentiator of ABM is efficient and effective revenue growth, where the goal is to progress opportunities with right-fit accounts (rather than driving lead volume). As such, ABM programs can’t be measured with the traditional lead funnel. Because account based marketing emphasizes quality over quantity and touches every stage of the account lifecycle, it requires a new funnel. So what does this look like on paper?

Terminus

The six stages are:

Funnel Stage 1: Target Accounts

Target accounts are companies or organizations that are not yet customers of your product or service, but fit your ideal customer profile (ICP). Companies should be tracking the following KPIs:

Funnel Stage 2: Engaged Target Accounts

Engaged target accounts have engaged with your brand, whether it be by any digital channel or personal communication. Companies should be tracking the following KPIs:

Funnel Stage 3: Target Account Opportunities

Target account opportunities are legitimate revenue opportunities with any of your target accounts. Companies should be tracking the following KPIs:

Funnel Stage 4: New Deals Won

New deals won are target accounts that have signed as new customers and are now paying for your product or service. Companies should be tracking the following KPIs:

Funnel Stage 5: Customer Retention

Customer retention is the number of existing customers who have renewed their subscriptions for a given period of time. Companies should be tracking the following KPIs:

Funnel Stage 6: Customer Expansion

Customer expansion is creating extra value for your product or service or cross-selling a complimentary product or service so existing customers buy more or increase their Customer lifetime value (CLTV). Companies should be tracking the following KPIs:

abm funnel

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