This guide provides advice for both leaders and practitioners on how to make the changes that will improve the entire customer journey and maximize lifetime revenues - and how webinars are a key ingredient to making that happen.

Read on to discover:

• Why optimization should cover the entire customer journey and not just the stages traditionally ‘owned’ by marketing.
• The steps you should take to build an optimization culture.
• How you can assess the performance of each of your channels to optimize for reach and acquisition.
• Why optimizing for engagement results in a stronger marketing-generated pipeline and more conversions to opportunities.
• A step-by-step process to get your customers to advocate on your behalf.