Summary
Buyer’s journeys are undertaken by individuals within a buying center, but each buyer persona has unique information needs that sellers must address. To nurture buyers, organizations must deploy tactics to meet the buyer needs of each persona within a typical buying center. Predictive tactic matching supports buyer’s journeys by automatically triggering tactic deployment to buying centers and their personas, even when buyers are anonymous. In this report, we describe how predictive analytics is poised to help B2B marketers refine and automate the process of matching tactics to buyers to generate marketing efficiencies and improve buyer experiences.
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