Merkle B2B presents the final episode of our 4-part series “Demand Generation Connected”; your blueprint for building best-in-class demand generation experiences.

So, you’ve started generating demand, what’s next? It doesn’t stop at data capture. In this episode, host Henry Neathey is joined by Merkle B2B’s Senior Manager of Client Services, Brad Yost, and Senior Director Analytics, Anto Inigo, to discuss the role of analytics to help inform what should happen post-demand generation and how to connect it with pipeline revenue. 

In this conversation we cover the following topics:

• What elements and integrations you need to have in place to be able to accurately measure the ROI of demand generation strategies
• Real examples of actions-based nurture programmes that increase the pace of engagement using personalised and relevant touchpoints
• Why marketers should be held accountable for core business revenue metrics and more than just channel performance indicators
• How to clearly define SLAs with marketing and sales and create an effective feedback loop between the two teams

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