Why Read This Report
More and more B2B buyers are acting like consumers every day. A combination of digital consumers' native and learned behaviors is driving this change — and having a dramatic impact on every phase of the B2B customer lifecycle. To meet the needs of these modern B2B buyers, B2B marketers need to rethink and evolve every aspect of their strategies, programs, and tactics, from branding to lead generation and post-sale engagement. This is an update of a previously published report. Forrester reviews and revises it periodically for continued relevance and accuracy.
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