Summary
B2B buyers expect relevant and responsive interactions with sellers to support them throughout increasingly complex buying scenarios. Modern B2B marketing programs and tactics must be insights-driven, behavior-based, and buying-group-aware to power contextual interactions that deliver immediate value, remove friction from the buying process, and predict and deliver the next best tactic. The Forrester B2B Contextualization Cycle provides a repeatable methodology that allows marketers to sense and respond to buying signals with best-fit content and delivery by connecting content and data sources across systems, processes, and buying interactions.
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