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B2B buying has changed: Buyers prefer to do research themselves rather than rely on vendors' sales reps. Which shifts the role and focus of B2B marketing organizations dramatically. Forrester's research team serving B2B Marketing Professionals has put together a list of concrete predictions for 2016 regarding these changes. This Webinar takes you through the predictions and explains their rational and what it means for B2B marketing in the medium term. This includes how the marketing/sales balance will shift; why and how data is becoming key; and addressing the pending maturation of the marketing technology landscape.
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