Full-funnel Buyer Engagement
- Buyer engagement programs include messaging, content and experiences to attract, engage and convert buyers
- Multiple campaign archetypes can be used from inbound demand gen to targeted account-based marketing and sales
- Best practice buyer engagement takes a ‘full-funnel’ approach across the buyer lifecycle and marketing and sales
- Effective programs involve isolating audience, defining personas and pain points and aligning value messaging
- Implementation includes production of buyer engagement assets and the sequencing and integration of plays
- Marketing Automation, CRM and the Customer Data Platform enable buyer engagement execution
The Revenue Architecture Closed-loop Process