The Buyer Journey: Breaking Bad (Lead Management Processes) - S209

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Buyers are providing complex and insightful data signals at all times. We have the opportunity to harness these data signals and engage more effectively with prospective clients. Traditional lead generation and scoring methodologies designed to identify Marketing Qualified Leads often fail to capture the real insights of potential buyers' behavior, creating poor customer experiences, and misalignment between sales and marketing. In this session, PwC and US Bank will share a new approach to lead management that leverages the power of Adobe Marketo Engage and CRM to empower sales and marketing teams to drive better results.   

This session covers:

  • How US Bank built their B2B marketing arm from the ground up with Marketo Engage
  • A new approach to lead management that secures more meaningful and valuable conversion results
  • What's next for US Bank and how they plan on enhancing their B2B marketing strategy

Public Track: B2B Marketing

Type: Session

Technical Level: General Audience

Presentation Style: Value Realization

Audience Type: Database Marketing Manager, Digital Marketer, Email Marketer, Marketing Executive, Mobile Marketer, Channel Marketer, Content Marketer, Social Marketer, Web Marketer, Commerce Marketer/Merchandiser, Marketing Practitioner, Operations Executive, Marketing Analyst, Marketing Operations Manager

Industry Focus: Financial Services & Insurance, Professional Services

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