It’s no secret that B2B buyers have become savvier with the emergence of the connected economy. They expect relevant content, offers, and support anytime, anywhere, and on their preferred device. Even as expectations continue to rise, however, trust in business and other institutions has declined dramatically.
As B2B firms scramble to transform for the digital future, marketers are investing in new strategies, programs, and capabilities to enhance the customer experience and ensure customer success.
For many B2B marketers, though, the shift from a leads and logos focus to a comprehensive, digital-first lifecycle approach is just beginning. And the shift requires a substantial rethink of marketing budgets, priorities, and skills…even as the pressure on marketing to step up sales support continues to grow.
This 60-minute ITSMA webcast will share new research and case study examples on practical next steps that marketers can take to accelerate three critical initiatives:
- Design an integrated, full lifecycle experience
- Drive cross-organizational commitment and support
- Integrate innovation at every stage
Special guest presenters include Nichole Lemieux, Senior Digital Experience Manager, Cisco, who will share her experience providing strategic insight and direction for digital marketing initiatives that combines customer success principles with desired business outcomes, and Lisa Teore, Senior Director, Global Customer Marketing Loyalty & Advocacy Lead, SAP, who will highlight their Moments That Matter program, a post-purchase customer engagement framework to strengthen customer relationships throughout their lifecycle while increasing retention and lifetime value.
This briefing is complimentary for ITSMA members and $195 (€160) for non-members.
Rob is a big picture thinker and strategist who lends his extensive experience in thought leadership, brand positioning, and solutions marketing to clients in developing new approaches to build market leadership. He is responsible for ITSMA’s global membership community that brings together senior marketing leaders to advance the knowledge and practice of strategic B2B marketing. Full bio
Senior Digital Experience Manager, Cisco
Nichole has worked in the marketing field for technology companies for more than 15 years, with the last seven years at Cisco. She is part of the team that led the effort to create a Customer Success practice at Cisco and currently works on the Digital Experience and Analytics team in digital strategy and communications. Her focus is on bringing the customer success movement to Cisco’s internal and partner communities by providing strategic insight and direction for digital marketing initiatives that combines customer success principles with desired business outcomes.Full bio
ITSMA Webcasts provide research-based insight, best practice examples, and new approaches to address a wide range of strategic challenges in marketing B2B services and solutions. Join the conversation during live presentations, or view replays on-demand from the ITSMA Research Library.
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