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.