About this event
Your CRM knows the deal. Your marketing automation knows the nurture. Your ad platforms know the clicks. Your web analytics knows the visits. None of them know the account.
In this live session, Li Evans of Northern and Marijka Engel and Shana Wasden of Adobe cover some of the most common analytics challenges B2B marketers experience. These range from sales cycles that outlast your attribution window to buying committees you can’t see. Li explains why each problem happens and what it takes to fix it in any stack. Then Marijka and Shana show how Adobe Customer Journey Analytics B2B Edition solves it in a live walkthrough.
You’ll learn how to:
- Shift from visitor-based reporting to account-level insight
- Connect anonymous research, CRM, marketing automation and paid media into one account journey
- Attribute pipeline across long, multi-stakeholder sales cycles
- Measure events, PR and thought leadership, even when there’s no click
- Plan what a real implementation takes: the data, the people and the time
Stay for live Q&A. Every registrant also gets the companion playbook, which covers ten challenges in depth.
Northern
Partnering for your digital success.Northern unifies enterprise content, data, and operations to drive growth. With deep marketing, technology, and commerce expertise, we deliver measurable ROI through streamlined processes, personalized experiences, and 360° view of customers.
