Our Total Buyer Journey model is the basis of our account-based marketing strategy approach. This is a more holistic and realistic representation of how buyers actually select vendors, how they buy more from them and how they can influence purchases from future buyers. This is the foundation of everything we do, especially account-based marketing strategy.
Everything we know (and continue to learn) is baked into our proprietary account-based marketing strategy model:
The Total Customer Growth Framework.
Here’s the key insight that makes our framework work: The principles of ABM are every bit as important to the customer relationship after a sale as they were when that customer was still a prospect.
There are four distinct stages to our model:
Learn about how to put this into action with ABM Acceleration.
We speak with hundreds of sales and marketing leaders every year. Several recurring issues come up:
How to get started with an account-based marketing strategy
How to win and grow a more profitable customer base
How to turn marketing into a competitive advantage
Our book, Total Customer Growth, will answer these questions and give you a roadmap to get moving with ABM.
Thirty minutes, no obligation. We’ll talk about your business, what you’re trying to achieve, how you’re targeting, how you’re engaging prospects, the use of intent data, alignment, measurement and all that goes into an effective account-based marketing strategy. An especially useful conversation if your ABM program – like many – is stuck or underperforming.
Following this session, we’ll provide – again, at zero cost to you:
In a post on the top issues health tech marketers in 2025, we reported that the #1 issue facing health tech marketers is how to develop new frameworks for measuring their impact and how that aligns with modern buying behaviors. And buying behaviors are changing. Healthcare organizations take longer to make decisions
One of the highlights of 2024 was chatting with Colin Hung from Swaay Health. Colin interviewed our Chief Strategy Officer, Mark Erwich, and me to discuss how healthcare technology marketers are changing the approach to pipeline development. Swaay Health featured this rethink of the healthtech pipeline in an article you
On December 13th, my colleague Mark Erwich presented a thought-provoking webinar on the New Healthtech Marketing Playbook. This provided fresh data on B2B buyer behavior and what this means for marketing. This included a perspective on developing an effective marketing strategy and actionable guidance on measurement. Recording The Modern Healthcare