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RV134 - The Changing Landscape of B2B Marketing: Buyer Behavior, Trends, and the Role of Marketers

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Connecting Demand Creation and Demand Capture in Marketing

This chapter explores the relationship between demand creation and demand capture in marketing, emphasizing the choice marketers have in influencing customer purchase decisions. It also delves into the use of ABM platforms and account intent data for budget allocation based on demand strategies.

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