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The media habits of today’s B2B buyer have changed dramatically in just the past few years, and yet B2B marketing departments are struggling to keep up. Pull back the covers of most B2B marketing plans and you’ll find a significant amount of outbound activity working harder and harder to achieve decreasing results. Today’s buyers are clearly in charge. They are responding at rapidly decreasing rates to marketing messages and consuming more and more content on their own terms. They want content created for their needs. And they want it when they want it, delivered in newer, more and different platforms than anyone could have ever imagined.
