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Industry Insights

This section highlights the latest trends and tactics gaining traction among B2B marketers, provided with key insights and commentary from reputable thought leaders.

New Approaches For Nurturing Debut At SiriusDecisions Summit; Alternative Approaches Address Changing Capabilities & Realities

When SiriusDecisions introduced its Demand Unit Waterfall at its 2017 Summit, the new framework generated buzz and interest as a model for planning and tracking account-based strategies. It also created immediate questions and some concern over how brands could operationalize and apply campaigns around demand units, as opposed to leads.

Rise Of Millennial Buyers Pushes Marketers To Reevaluate Traditional Tactics

Millennials have long been disparaged and dismissed as “lazy and self-centered.” But marketers can no longer afford to overlook Millennials, who now comprise the largest generation in the workforce, according to the Pew Research Center, and are positioned to influence B2B purchasing decisions, according to insight from Forrester and LinkedIn.…
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