Gartner Research

CMO Insight: Cultivate Customer Lifetime Value With Account-Based Marketing

Published: 28 October 2016

ID: G00314555

Analyst(s): Noah Elkin , Adam Sarner


Account-based marketing offers a structured methodology for finding, engaging and selling to buyers within existing accounts. B2B CMOs prioritizing customer lifetime value growth need to determine where ABM can bring business value and align with sales leaders around program objectives.

Table Of Contents


What You Need to Know

  • Take Lead Management to the Next Level
  • Extend Predictive Analytics to Lead Scoring
  • Target Web Experiences With Programmatic Advertising Techniques
  • Develop Personalized Content Across the Buying Journey
  • Look Beyond the Vendor Fragmentation

What You Need to Do

  • Do This First
  • Priority Actions for You
  • Priority Actions for Your Team
  • Priority Actions for Your Peers

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