August 2022
Intermediate to advanced
376 pages
8h 22m
English
Content preview from Innovative B2B Marketing, 2nd Edition
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Measuring and evaluating B2B marketing
Measuring across the customer lifecycle
The customer lifecycle (CLC) is an outline of the different stages a customer goes through, from early awareness of an organization and/or its product and services through to advocacy.
The main stages of the CLC are:
Reach: During this stage a customer is targeted and reached through an organization’s marketing; this stage aligns to the early and mid-buyer journey phases.
Acquisition: During this phase a customer will purchase a product or service or subscribe to a service; this ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.