Take Lead-To-Revenue Management Beyond The Campaign

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.

Publication: 
Forrester
Author: 
Wizdo, Lori
Document Type: 
Research
Paywall: 
$

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