Request a callUsing Demandbase for customer engagement and retention, not just acquisition
An ABM platform such as Demandbase can support retention by tracking customer accounts’ engagement and intent, powering ads and web experiences for customers, and alerting customer success when an account goes quiet or shows interest in expansion. The value comes from treating customers as a defined audience with their own plays.
Key takeaways
- Create a separate customer list with its own goals and plays.
- Use engagement and intent signals as early-warning and expansion signals.
- Coordinate alerts with customer success.
- Report retention and expansion, not just acquisition.
Treat customers as an audience
Many teams use their ABM platform only for new accounts. Adding a customer list lets you apply the same targeting, engagement tracking and advertising to the accounts you already serve.
Plays for customer accounts
- Adoption and education ads that reach the whole committee.
- Renewal-window campaigns tied to contract dates.
- Expansion plays when engagement or intent rises on a new topic.
- Executive-event invitations for strategic accounts.
Connect it to customer success
Send alerts to the account owner when a customer’s engagement drops or a new stakeholder appears. Give customer success a view they will actually use.
Measure it
- Track engagement by customer tier.
- Compare renewal and expansion for engaged and unengaged accounts.
- Review plays quarterly and keep what moves results.
Frequently asked questions
Do I need a separate platform for customers?
Often not. The same platform can hold a customer list with its own audiences and plays.
Is PlanConversion a Demandbase partner?
Yes. We run Demandbase programs from Montreal for enterprise teams.
Can you review how we use it?
Yes. Our Demandbase health check reviews adoption, data and results.
Related service: Demandbase programs. See also pricing and client results.