Summary
Business-to-business (B2B) marketers use technology to aggressively push more leads into the top of the sales funnel. Businesses have changed their buying behavior, and while the capabilities of the marketing automation platform vendors have kept pace, most marketing organizations have not advanced beyond initial stages of maturity. B2B marketers must use their automation initiatives as a catalyst for collaborating with sales to develop a unified lead management process that helps prospects move through their buying process.
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