As modern B2B marketers, we have been lucky enough to witness some of the most dramatic shifts in marketing strategies and technologies.
One of the most pivotal changes of our time has been the transition away from a traditional, lead based sales and marketing funnel, where leads come in the top and follow a linear path from awareness to purchase. This traditional approach bears one primary goal in mind: to capture as many leads as possible at the top of the funnel and drop them into the sea of marketing and sales communications.
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