Summary
Business-to-business (B2B) marketers who measure marketing impact across the customer life cycle best capture marketing's whole strategic value to the business. B2B marketers hungry to complete this picture can learn from the best practices we identified in four areas: 1) understanding how prospects buy; 2) using demand management to build dialogue; 3) refining customer data management; and 4) aligning sales and marketing around common goals and objectives.
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