In the ever-evolving landscape of B2B marketing, two strategies have gained prominence over the past decade: demand generation and account-based marketing (ABM). While traditionally seen as separate approaches, the benefits are undeniable when combining these two strategies. By harnessing the strengths of both demand generation and ABM, frontline marketers can create a powerful marketing approach that drives results throughout the waterfall.

By combining the two approaches, marketers can achieve broader audience coverage and scalable personalization, leading to improved engagement and positive outcomes. Indeed, forward-leaning demand and ABM teams are starting to make progress and advance their tactics, technologies, and processes significantly by taking the best from the demand gen and ABM worlds.

The pace of convergence is happening at different speeds for different organizations. Your company is likely somewhere on this continuum right now. There is a destination beyond this convergence, however, that enables frontline marketers to create a more holistic marketing approach that delivers better or improved results.

Convergence Is A Trend — Lifecycle Revenue Marketing Is The Destination

Lifecycle revenue marketing (LRM) takes the convergence of demand generation and ABM a step further by focusing on the entire customer journey and revenue lifecycle. LRM is a customer-obsessed growth strategy for all frontline marketing functions that breaks through silos, extends audience engagement, and connects marketing programs to the entire lifecycle of revenue opportunities.


The convergence of demand generation and account-based marketing has been a significant trend in B2B marketing, offering improved audience coverage and personalization, but lifecycle revenue marketing represents the ultimate destination for B2B marketers.

By adopting a customer-centric approach, integrating marketing silos, making data-driven decisions based on engaged audiences, and adapting programs to various buying motions, marketers can unlock the full potential of their marketing efforts and achieve sustainable revenue growth throughout the customer lifecycle.

To help you in your journey toward this LRM destination, Forrester clients can access a report on this topic: First To The Future: What Lifecycle Revenue Marketing Means For Demand And Account-Based Marketers. This report explores the impacts of LRM on the practices of demand and ABM. In addition, it provides a starting point for demand and ABM leaders to begin or continue the evolution of their processes, team capabilities, and enabling technologies to maximize their contributions to growth.

You can also access Forrester’s lifecycle revenue marketing capstone report, which details changing buyer behaviors, the challenges facing frontline marketing, and the benefits of lifecycle revenue marketing as a strategic approach to customer-obsessed growth.

In addition, you can read the companion reports that explore the seven essential LRM capabilities and discuss technology implications from converging platforms.

And of course, please reach out to schedule a guidance session or inquiry with us to discuss the implications of this new strategy for your B2B organization.