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Seismic shifts in buying group behavior and business dynamics are wreaking havoc on the frontline B2B marketing teams accountable for revenue, such as demand marketing, account-based marketing (ABM), and customer marketing. All marketing teams share some responsibility for addressing changing buyer behaviors and influencing revenue, but frontline marketing teams that are directly accountable for pipeline and revenue are most susceptible to changing buying behaviors. For them, failure to meet pipeline or revenue objectives could mean termination.
In this webinar, Forrester Research Directors Steve Casey and Lisa Nakano lead a panel discussion with B2B marketing analysts John Arnold, Lisa Gately, and Malachi Threadgill to unpack a major mindset shift happening in the most progressive B2B marketing organizations. Forrester calls this mindset shift lifecycle revenue marketing (LRM). Our discussion will focus on the reasons and changes needed to move from an inside-out approach that lives or dies by internal processes to an outside-in strategy that lives and breathes the customer lifecycle and empowers frontline marketers to extend engaged audiences and stand up more adaptive programs.
Key takeaways:
Target audience level: all levels
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In response to shifts in buying behavior and business dynamics, bold B2B marketing leaders must adopt lifecycle revenue marketing as a systemic change.
Lifecycle revenue marketing (LRM) shifts from the historic structure used to drive revenue to sharing capabilities to prioritize the customer experience.
Colliding core B2B marketing engagement platforms will result in a new B2B marketing revenue platform that combines their critical capabilities.
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