Putting Revenue Marketing Into Practice

This resource is published by ON24


Even as B2B marketing has shifted from predominantly analog to predominantly digital in the past decade, targets and efforts have typically remained focused on acquiring new leads for new customer sales, rather than lifting the total volume and value of all closed sales. 

But while marketers have always looked to prove their value on the bottom line, the potential for true revenue marketing has only recently been enabled by three key factors:

  • The large-scale switch of buyer behavior to digital only channels
  • The development of digital end-to-end measurement and engagement solutions
  • The adoption of account based marketing that has shifted efforts from a focus on individual contacts to entire buying groups.


Related categories
Marketing Strategy, B2B, Technology, Measurement, Marketing Automation, Marketing Automation, Marketing Strategy


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