For SaaS and subscription companies, winning a customer is only the first step of the journey to customer lifetime value (LTV). This is why it’s imperative for B2B tech marketers to shift their focus from funnels to lifecycles. However, customer … [Read more...]
Building the Case for Brand Advocate Personas
It occurred to me that perhaps the concept of brand advocate personas might not be enough to convince you of its value – even though B2B marketers are taking on more responsibility for referral programs instead of only chasing net-new … [Read more...]
