Summary
B2B marketers face two primary challenges: reaching key decision-makers and demonstrating marketing results. Unfortunately, outdated marketing tactics, immature lead management processes, and metrics focused on pipeline inputs — not sales results — keep B2B marketers from rising above these tactical issues. Forrester's B2B marketing research shows that when business marketers embrace interactive tactics and use technology selectively to integrate online communications into the marketing mix and align with sales, they can move from basic sales-centered support to customer-centric strategists as they evolve customers from buyers to advocates.
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