Vision Report

Inertial Guidance: Defining Real-Time Buyer Enablement

September 18th, 2020
With contributors:
Rani Salehi , Renee Irion , Isabel Montesdeoca


Demand and account-based marketing (ABM) leaders are rethinking existing approaches to program and tactic activation to meet the consumer-like expectations of modern B2B buyers in increasingly complex decision-making scenarios. Real-time buyer enablement is a commitment organizations make to their buyers and customers to be responsive, relevant, respectful, and aligned on a common goal of helping buyers make better decisions. In this report, we outline the concepts, techniques, and self-service mechanisms that function as building blocks for real-time buyer enablement within demand and ABM programs and functions.

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