Inside The Demand Spectrum: The Customization Axis

January 11th, 2021

Robert Peterson

Summary

B2B marketers face many decisions when developing and delivering content assets and interactions for various accounts and buying groups. Customization can significantly impact the cost and effort necessary to achieve identified goals. In this report, we focus on the customization axis of the Demand Spectrum to illustrate how content and interaction requirements vary according to the selected marketing approach.

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