Save or Share this Report

For B2B Marketing Professionals

Take Lead-To-Revenue Management Beyond The Campaign

Leverage Contextual Multichannel Marketing To Keep Pace With The Evolved B2B Buyer

July 18, 2014

Primary author headshot

Authors

Why Read This Report

If your lead-to-revenue process is still driven by campaigns, you're behind the vanguard. Campaigns have lost power as a tactic to attract new buyers. And, campaigns have never been the most effective strategy to nurture B2B buyers through long, complex, multistakeholder buying journeys. To drive more results from your lead-to-revenue investments, you must advance beyond campaigns and adopt a contextual multichannel engagement model. Contextual marketing creates highly engaging environments for customer interaction and yields proprietary data that cannot be replicated by traditional marketing methods or third-party data sources. What it means: higher levels of engagement, shorter end-to-end conversion cycles, increased revenue, and better customer experiences.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).

Purchase

Table of Contents

  • Marketers Must Go Beyond Campaigns To Reach The Evolved B2B Buyer
  • Contextual Marketing Extends The L2RM Campaign Strategy
  • Contextual Marketing Requires Multichannel Engagement
  • RECOMMENDATIONS

  • Create Your Transition Plan: From Campaigns To Engagement
  • Supplemental Material
  • Related Research Documents

Recommended Research