B2B Sales & Marketing Exchange

Analytics. Automation. Attribution: How To Apply & Connect Martech’s 3 As For Sales Success

October 27
4:00 pm – 4:30 pm ET
Liz Brohan
Colman Brohan & Davis, Inc. (CBD Marketing)
Renee Catania
Whirlpool Corporation

Most companies adopt multiple martech platforms, often deployed at different times across the buyer’s journey and in collaboration with different departments. Integrating these individual systems and platforms into a sales-focused, journey-specific process that delivers MQLs and nurtures them to SQLs is challenging.

Join this session to learn how Whirlpool Corporation’s B2B Contract Channel met this challenge via a disciplined and connected approach to applying their martech solutions. Leveraging analytics and automation led them to identify and assign marketing attribution. Specifically, using the occasion of a robust, persona-based B2B website developed with lead gen as a priority, they developed a protocol that is delivering the highest-ever level of sales leads with tracked attribution to sales result.