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"Guide to Navigating the B2B Customer Journey"

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Audiences are shifting. Marketing tactics need to be more effective. This guide to navigating the B2B customer journey shows the way forward.

Today’s savvy, digitally native audiences almost exclusively prefer to start their buying journey alone and have less loyalty to once-reliable channels. To capture their attention – and eventually close the deal – you need to employ strategies and tactics to meet them where they are today and anticipate where they’ll be tomorrow.

This eBook provides the blueprint – along with insights and anecdotes from digital marketing industry leaders – for navigating the customer journey multiverse, including:

• Why a sales funnel is not a customer journey
• What B2B buyers expect from sales teams right now
• How to respond proactively to the changing role of content
• How to conduct audience research the right way
• Your three-step process to get started

It’s time to embrace the customer journey multiverse. From established digital and physical channels to emerging touchpoints, we’ll show you how to serve today’s multifaceted B2B customers and drive business growth.

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