1、Ray Pun,Elizabeth Beard2 February 2023Marketing Impact Primer for 2023Gartner ResearchGartner,Inc.|G00779122Page 1 of 14Marketing Impact Primer for 2023Published 2 February 2023-ID G00779122-11 min read By Analyst(s):Ray Pun,Elizabeth BeardInitiatives:Marketing ImpactB2B marketing programs must enco

2、mpass the entire customerlife cycle to meet retention and growth goals.To deliver positiveimpact,product marketers must effectively enable their revenueteams while improving the customer experience,expeditingcustomer success and developing advocacy.ScopeThis initiative covers marketings collaboratio

3、n with customer-facing teams to leadprograms that drive selling,adoption,usage,value realization and a better CX across thebuying and owning cycles.Topics in this initiative include:Improve Sales Enablement:Implement a holistic enablement program for sales,revenue and partner teams with ongoing trai

4、ning,market and competitive intelligence,as well as content and tools to improve buyer enablement.Boost Customer Retention and Success:Collaborate with customer success,service and product teams to more fully address the customer journey and foster loyalty,leading to value realization,retention and

5、expansion.Drive Customer Marketing and Advocacy:Advance the role of customer marketing to accelerate product or service adoption and growth through content,programs,events and communities that inspire customers to share their experiences,while seeking more value through new and existing offerings.En

6、hance Customer Experience:Develop and execute a CX strategy that incorporates client feedback,fosters a customer-centric culture and strives for continuous improvement.This research note is restricted to the personal use of .Gartner,Inc.|G00779122Page 2 of 14Some content may not be available as part