Summary
B2B marketers who build campaigns for products and services with a transactional approach will become irrelevant to present-day business buyers. Savvy marketing leaders are reengineering their demand and account-based marketing (ABM) processes to become architects of engagement throughout the customer lifecycle. This report makes the case for shifting to lifecycle revenue marketing (LRM) — a modern, outside-in approach that breaks through silos, redefines audience engagement, and better aligns marketing programs to the full lifecycle of revenue opportunities. It also explores the key tenets of the practice and gives tips to get you started on leading change.
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