In today’s complex B2B environments, the lead funnel is no longer enough – you must take into account the entire buying unit as a whole. But how do we go from a lead-centric world to an account-based world? What metrics matter most? How do you measure them?

We’ll answer these questions and more in this webinar. In this presentation, learn:

– A proven framework for mapping account-based journeys
– 4 key KPIs that you can use to track account journeys
– How to measure engagement, score accounts, and use MQAs
– Real-life customer examples of custom journeys
– The biggest mistake that marketers make when building their account funnel, and how to avoid it