Irwin was recently at Forrester’s B2B Summit North America, and he came away excited about the themes he noticed from the keynote sessions that are directly relevant to customer marketing, especially in encouraging marketers as a whole to be much more involved in the post-sales journey. We also discuss his experience shifting from advocacy to demand gen customer marketing, his advice and favorite resources for advocacy practitioners who want to add this to their skillset and the very real differences between how you should approach upsell versus cross sell.
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