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This Gleansight explores how Top Performers are using precision marketing techniques to better achieve their desired business outcomes. It surveys some of the technologies, capabilities, organizational resources and business processes that B2B companies have implemented in their incessant quests to attract, retain and increase the value of profitable customers. These include the increasing amount of emphasis on customer segmentation, behavioral data and personalization, which largely mirror the world of B2C marketing. Others have evolved specifically to serve the needs of B2B marketers — in some cases, fundamentally changing the way they manage their day-to-day activities and create business value.
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