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The New Physics Of LeadToRevenue InsideView(的新物理LeadToRevenue InsideView)
For: Technology The New Physics Of Lead-To-Revenue
Marketing
Professionals Management
by lori Wizdo, March 28, 2013
key TakeaWays
it’s Time To Take L2RM Beyond Revenue performance
L2RM is not just about stepping up to responsibility for the impact of marketing
spend on revenue performance, nor is it just about standardizing, automating, and
scaling your current marketing practice. L2RM is a rapid evolution opportunity for
marketing to catch up with an already evolved buyer.
The Funnel is Not dead For B2B Marketers; it’s Just insuffi cient
Th e funnel gets well-deserved celebrity for giving B2B marketers a metaphor to
communicate the relevance of marketing activities to revenue production. But, as a
construct for envisioning a transformational lead-to-revenue initiative, the funnel
is insufficient. B2B marketers must embrace the new laws of L2RM physics.
Build your L2R strategy To guide The Buyer Through The Journey
Your L2RM strategy must be built around your target buyers and those buyers’ need
for information and engagement as they move the processes of their buyer journeys.
Th e goal of our L2RM process is to guide the buyer through the journey from need
to outcome.
L2RM is Transformational
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