In this  episode, we unpack the changing landscape of the B2B buying process and how marketers need to navigate these changes to drive growth. Here's what we dive into:The transition of the B2B buyer's journey from a linear pathway to a complex, unpredictable cycle.The growing trend of self-service among modern B2B buyers and methods for supporting this shift.The necessity of creating personalized marketing experiences that resonate with a diverse range of B2B audiences.The critical shift from traditional lead-focused KPIs to revenue-centric metrics.Effective strategies for synchronizing marketing and sales efforts to accelerate business growth.

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