Post-sale customer journeys Since traditional demand generation focuses Many kinds of customer journeys primarily on net-new leads and opportunities, For new business, there is typically only one many marketing departments don’t receive credit goal of the journey: acquire the account. Post-sale, for campaign responses from existing leads and many goals emerge, each with unique journeys: customers — at all. • A Buying Center purchases additional products In ABM, Marketing and Sales don’t just land new • A different Buying Center buys the same products accounts — they also expand them together • Expansion (a Buying Center buys more of the over time. Post-sale customer journeys track same product) this process. • Renewal • Usage • Success Pro tip • Advocacy Marketing has the skill set to Multi-product companies will have a separate market to customers. Consider assigning journey for each product or solution as well. upsell / cross-sell pipeline responsibility to the marketing team. 125