In marketing, the measurement of performance often comes down to a single event or trigger. For example, when a lead form is completed or a prospect passes a lead score threshold that makes them qualified to be passed to the sales team.

But while that might be fine for businesses that transact exclusively online with just one buyer, the reality of B2B marketing means such a limited approach is simply too narrow.

Download this guide to learn how to make the changes that will improve the entire customer journey and maximize lifetime revenues.