Let's talk ABM

Watch an episode from our Archives **Next Generation ABM** with Celia Slack, Pursuit Marketing Lead, EMEA, at ServiceNow

The fourth ‘R’ of ABM? Retention!

We all know the Three R’s of ABM: Reputation, Relationships and Revenue… but what about the fourth? For Celia, Retention is the clear fourth R that every ABM-er should have on their measurement radar. Why? Because it’s a lot cheaper to retain a customer than to start again! Build your reputation, understand your customers to grow those relationships, deliver that revenue – and retention is the natural consequence.

Pursuit Marketing –
a new addition to ABM

If ABM is a marathon, Pursuit Marketing is a sprint. And for ServiceNow, the two work in tandem, as a vehicle to scale work and reach more accounts at the right moment. As Celia outlines, “Pursuit Marketing can be seen almost as a branch of ABM. It uses all the ABM tenets and practices to align with an account opportunity at the right time, and deliver that timely, personalized message.”

Is One-to-many really ABM?

What’s your perspective on One-to-many personalization? For Celia personally, it’s worth considering what ABM means. Does your One-to-many program meet those expectations for deep personalization? Are you able to personalize, or narrow things down within that industry? Or is the program a wider ‘industry marketing’ campaign?

Watch the full interview here