Total Customer Growth – our Account-based Marketing Strategy Model

It's All About How HIT Buyers Buy

account based marketing strategy

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.

  1. 1
    Buyers start by defining the problem and how to solve it.
  2. 2
    Next, they evaluate vendors.
  3. 3
    Finally, they make their purchase decision.
  4. 4
    Post-sale, once your solution gets embedded in their organization (and gets positive reviews), usage expands.
  5. 5
    And then, as they continue to work with your firm, they develop opinions about you and share those with other prospective buyers.

Total Customer Growth

Account-based Marketing Strategy Framework

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:

  1. 1
    Identify Intent: You identify which best-fit prospect accounts are in-market for your solution.
  2. 2
    Engage: You facilitate contact through an orchestrated marketing program to help these prospects conclude that you should be added to the consideration set.
  3. 3
    Convert: You continue to engage the prospect with sequenced messages to convert into sales.
  4. 4
    Grow: You monitor customer satisfaction and intent for other solutions, upsell them, and convert them into evangelists for your business.

Learn about how to put this into action with ABM Acceleration.

Putting Total Customer Growth into Action

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.

Looking For New Ways to Grow? Talk to Us

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:

  • 2-3 powerful ideas
  • Tools and templates you’ll find useful
  • Relevant articles and videos
  • Recommended ABM services

Our Thinking on ABM

How to Design an ABM Pilot

How do you get started with ABM? The obvious answer is an ABM Pilot. Based on the discussions we have been having, the vast majority of healthcare technology firms are considering account-based marketing (ABM), and many plan to pilot it this year. To help you on this journey here is

How to Design an ABM Pilot

Shifting Your Sales and Marketing Mindset by Embracing ABM

In healthcare technology, traditional marketing and sales approaches are falling short. Many companies are turning to Account-Based Marketing (ABM) to drive growth and revenue. ABM is a strategic approach that aligns sales and marketing efforts to focus on high-value accounts, delivering personalized experiences to key decision-makers within those accounts. At

Shifting Your Sales and Marketing Mindset by Embracing ABM

How Demand Generation is Evolving in Healthtech Marketing

At the recent Healthtech Marketing Summit hosted by healthlaunchpad, a panel of industry leaders delved into the strategies, challenges, and opportunities that are reshaping healthtech marketers generate demand. The panelists, including Matt Carollo from HIMSS, Hannah Drake from health launchpad, Lucy Railton from the Drumond Group, and Adam Rosenberg from

How Demand Generation is Evolving in Healthtech Marketing

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