As buyer behavior changes and channels grow more complex, marketers are shifting spending to reflect new priorities in 2013. They’re spending more on thought leadership and doubling spending on Account Based Marketing. In addition, they are investing more in marketing automation to ensure the effectiveness of their programs. Marketers are facing other areas of complexity in marketing head on, taking steps to rebalance the online and offline marketing mix, update the marketing organization and skills, leverage agency relationships, enable thought leadership selling, and shift their focus from generating demand to building a more effective lead management and nurturing model.
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