From the buzz at a typical industry trade show, you could get the impression that everyone has reached the pinnacle of achievement – optimized marketing analytics. Once you scratch a little deeper, the reality is a much less mature marketplace than appears at first glance. We really need to break through the buzz word clutter, define best practices in analytics, and talk about a new way to do business in the B2B market – adapted from our B2C colleagues who are often using very sophisticated marketing analytics.
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