Trends Report

B2B CMOs Must Champion The Evolution To Lifecycle Revenue Marketing

ABM And Demand Marketing Must Evolve To Catch Up To An Already Evolved Business Buyer

November 21st, 2023
Lori Wizdo, null
Lori Wizdo
With contributors:
Matthew Selheimer , Steven Casey , Nicole Bouchie , Nicole Lesperance


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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