Once you understand the benefits of customer journey orchestration you can begin asking the right questions.
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Why we care:
The B2B buyer journey is evolving rapidly as it becomes more digitized, less predictable and more complex. The challenge for B2B marketers is to support what is now a self-guided journey involving numerous personas on accounts and increasingly expanding buying teams. Strategies that were once traditionally B2C are now being adopted by B2B marketers.
- Why we care about B2B marketing: A guide for marketers
- 5 strategies to become a more impactful, buyer-driven marketing org
- B2B customer journeys that begin at review sites are significantly shorter
- 16 marketing automation platforms your organization should consider
- MarTech Replacement Survey: Marketers want better features from their martech solutions
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Instead of depending on segments to drive messages and experiences, AI tailors to individual customers at scale.
When a software review site is the first touch on a customer journey, the length of that journey can be dramatically reduced.
2022 survey: Marketers remain focused on solutions with better features as they continue to replace even mission-critical parts of the martech stack.
As the linchpin to a customer-centric strategy, identity resolution allows marketers to more accurately target and personalize brand messages to create better customer experiences.
B2B software marketers will now be able to access data about user product experience and engagement within HubSpot.