The experience journey: A formula for revenue marketing success
Once upon a time, the main marketing goal was to drive awareness and generate leads. Today, that goal has shifted towards ‘revenue, revenue, revenue’. Following his session at the Mumbrella B2B Marketing Symposium, ON24’s VP of content marketing, Mark Bornstein, explains why marketers need to rethink digital engagement in order to meet their new revenue goals.
“Revenue marketing is a brand new concept,” said Mark Bornstein, VP of content marketing, ON24 at the Mumbrella B2B Marketing Symposium. “When you think about marketing, you think about generating leads, you think about trying to help out your sales team. But things are different now.”
During his session, Bornstein explained how today’s marketing department drives the entire buyer’s journey, and how that journey has changed immensely over the past few years – particularly in the wake of the 2020 pandemic.
ON24’s VP of content marketing, Mark Bornstein
“Yes, [marketers] are driving awareness of who we are as a brand… but we also need to close deals. That changes the dynamic for how sales and marketing work together, and it changes the dynamic for what our goals as marketers are.”
ON24 is on a mission to transform the way marketers market, powering the live, always-on and personalised experiences that businesses need to create engagement, deliver data, find demand and drive revenue.
