
RV136 - Optimizing Marketing Investments Across the Customer Lifecycle | Chris Walker Weekly episode 1
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Account Conversion and Deal Progression in ABM
The key stages in account-based marketing (ABM) include first-party website engagement, account conversion through actions such as responding to outreach or filling a lead form, and deal progression in creating pipeline opportunities. Visibility into account engagement on the website can effectively demonstrate progress in long sales cycles. ABM software can be leveraged to measure website engagement and customize criteria for account conversion. Lastly, moving accounts to the 'hero' stage signifies a successful progression in the ABM process.
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