Forrester: Marketers must map the buyer's journey

Tweet “It’s time to remap your marketing strategies, placing your customers at the centre of your universe.”

So says Forrester analyst Sheryl Pattek who in her recent report, Rethink Marketing In The Buyer’s Context,explores a new reality where marketers must adapt to B2B buyer behaviour by building customer-centric marketing strategies.

“Today, a customer-centred approach to the business buyer’s decision-making experience — from problem identification and comparative analysis to purchase and ongoing engagement — is the right approach.”

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