Using data and marketing automation for full-funnel measurement proves the value of marketing and is a well-trodden path in the Tech sector. But how can it be done effectively within large, industrial, heritage businesses?

Cummins is a 100-year-old company – the world’s biggest engine manufacturer and a Fortune 500 business. That kind of icon status can make it hard to justify marketing investment. All the more reason for the marketing team to close the loop; all the more reason for the business to be cautious. It takes serious grit to implement.

Join us for an account of Cummins’ three year journey to win hearts and minds, establishing end-to-end marketing in one of the oldest and most respected industrial B2B brands in the world.

This live case study, presented by Cummins and their Agency, Bray Leino, lifts the bonnet on the process, sharing lessons learned and giving marketers first-hand advice on how to:

• Make the business case for full funnel measurement
• Secure the funds
• Build an effective team
• Implement closed loop marketing within an industrial business