Industry News

Jillian Ryan, principal analyst at eMarketer, chats in this podcast about how business-to-business marketing has evolved from a predominant focus on lead generation to a more holistic view of the customer journey. "B2Bs are starting to wake up to the fact that it's cheaper to keep an existing customer than to bring in a new one," she says, before going on to explain how B2B marketers are working closer with sales and accounts teams to become more involved in customer retention and growth.

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