We’re entering a new era of B2B marketing - one that integrates a broader suite of digital techniques and moves away from the short-term lead generation campaigns so prevalent in the industry in favour of longer term, more prospect or customer-centric programmes. When we engage accross the buyer journey and track the value of that engagement, we can start seeing the bottom line impact of marketing.
Savvy marketers are already re-engineering their lead-to-revenue process with the help of marketing automation and CRM systems. The utopia is (as Forrester puts it) to become an “architect of customer engagement across the entire customer life cycle.” They call it Lead to Revenue Marketing - and if you haven’t already started thinking in this way, then the time is now.
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