A core process managed by Marketing Operations teams is Lead Lifecycle, also called, Buyer Journey tracking. However, most of these managed processes end at the Customer stage. We know that business doesn’t end at the customer stage; there are renewals, upsells, and cross-sells that can occur with your customer database. In order to fine tune tactics and strategies to retain and upsell customers, we need to extend Lifecycle processing into the customer journey. In this session I’ll walk through:
- Lifecycle concepts that outline common success and detour paths.
- Uses of the Customer Lifecycle program in and outside of Marketo.
- An implementation plan you can tweak for your business application.
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