Rethinking the Role of Marketing in B2B Customer Engagement

February 1, 2017 - Less than a minute read

Written By: Cindy Collins-Taylor via Business2Community

Customer engagement is a cycle that starts the instant a prospect first finds out about your brand and continues on through the acquisition, conversion, retention, and expansion stages of the customer lifecycle. Optimizing this cycle helps you to maximize the revenue you’ll receive from each individual customer.

But if no part of your company is stepping up to take ownership of the cycle, then many growth opportunities are likely slipping through the cracks.

Together with Gleanster Research we surveyed 750 mid-size B2B companies to investigate how the most successful organizations approach CRM and customer engagement throughout the customer lifecycle.

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