HomeResearch Articles Keeping Score To Win With Customer Adoption Marketing: Lessons From Ariba’s Journey

Keeping Score To Win With Customer Adoption Marketing: Lessons From Ariba’s Journey

How do you deliver growth from existing customers? It all starts with a focus on helping them get value from what they have. While most b-to-b marketing organizations have been exclusively focused on demand creation, a growing number of companies have proven the powerful case for investing in customer adoption marketing as a more efficient growth strategy.
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