Summary
Business-to-business (B2B) CMOs will have three key initiatives to execute on in 2013 in order to separate themselves from the competition in front of empowered business buyers. Marketers must work with CIOs to establish a foundation of data-driven attentiveness to customers in their marketing plans. In this report, Forrester lays out the key initiatives and rationale for building insights, technology infrastructure, and branded content plans that will define leading B2B marketing initiatives for the year.
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