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RV136 - Optimizing Marketing Investments Across the Customer Lifecycle | Chris Walker Weekly episode 1
Jan 26, 2024
Marketing expert Chris Walker and guests discuss optimizing marketing investments across the customer lifecycle. They explore the shift from traditional lead gen to demand gen strategies, balancing investments, the buyer-centric pipeline, and the evolution of marketing analytics. They also cover optimizing the sales pipeline in the B2B SaaS industry, challenges in setting growth targets, measuring different types of events, and investing in organic demand creation strategies.
50:39
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Quick takeaways
- Categorize investments based on the customer lifecycle stages to assess balance and make strategic adjustments.
- Transition from lead gen to demand gen strategy requires data-driven analysis of lead sources.
Deep dives
Differentiating investments based on customer lifecycle
Investments should be categorized based on the customer lifecycle stages: creating demand, capturing intent, converting pipeline, and expanding accounts. By categorizing investments in this way, companies can assess the balance or imbalance of their investments across these stages and make strategic adjustments. For example, a company that overspends on customer marketing despite most revenue coming from net new business can identify the need to rebalance their investments.
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