Changes in buyer’s and customer’s behaviour continue to have significant impact on marketing activities today. The development and use of data and technology both allows customers to demand a better experience and marketers to plan for optimal customer growth. Keynote Joseph Jaffe says we should focus so intensively on customer retention and the customer lifecycle that it becomes the main process by which we achieve new customer acquisition. In his words: How do we flip the funnel? At this year’s B2B Marketing Forum we will address how marketers can impact the customer lifecycle. On offer this year will be many extra on-site master classes to help you improve customer engagement, create highly customized campaigns for your customers and target accounts, and transform marketing from cost centre to revenue generator.