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How Account-Based Marketing Reduced Churn by 25 Percent at VMware
Description
Episode 13 of B2B Marketing with Fexingo dives into VMware's account-based marketing strategy that cut enterprise churn by 25 percent in under two quarters. Lucas and Luna unpack how VMware's ABM team used first-party usage data, tiered account scoring, and personalized retention workflows to win back at-risk accounts. The hosts walk through the specific playbook: identifying 'slipping' accounts via product adoption metrics, triggering executive outreach from customer success, and measuring success through net revenue retention rather than just renewal rate. Plus, a candid moment about how listener support keeps the show ad-free. If your B2B team struggles with churn in long sales cycles, this episode offers a concrete, repeatable framework.