Rethinking The Role of Marketing
In B2B Customer Engagement
Marketing teams have traditionally focused their time and money on customer acquisition – but that focus is rapidly shifting. Marketers in top performing companies are becoming the new managers of the customer relationship – from customer acquisition, to the more lucrative customer retention and expansion.
Focusing on the entire customer lifecycle really pays off. Top performing companies are beating their revenue goals and have higher levels of customer satisfaction. These results are a rallying cry for marketing leaders to seize the opportunity to own the end-to-end customer lifecycle.
In this report you’ll learn:
- The state of full customer lifecycle engagement
- How top performing companies are taking control
- The new metrics, technology and refined focus
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