This book was created to help B2B marketers tie marketing spend to revenue. While it provides a deep basic explanation of the building blocks required, it assumes the reader is not new to Marketing. Those who will get the most from this book are marketing leaders who carry budget responsibility and have performance metrics tied to revenue or pipeline—generally director-level and above. Organizations who stand to benefit most from automated multi-touch revenue rely on their CRM for sales enablement and have fully implemented marketing automation.

Take off your marketing hat for a moment and consider how many “loyalty” emails you delete as a consumer. What about loyalty cards? How many do you have? To keep your customers sticking around, you just might have to dig a little deeper and work a little smarter. Download Selligent’s Customer Loyalty Playbook to learn: How to design a loyalty program that actually gets customers excited, which touchpoints in customer journey should trigger relevant brand communications, and how to meet rising consumer expectations without overspending your marketing budget on pricey ads.