Progressive B2B marketers are investing heavily in advanced analytics tools to offer consistent customer experiences throughout the buyer's journey.
A recent study from Forrester Research shows that nearly half (45%) of B2B marketers are increasing spending on advanced analytics technologies compared with last year, and 36% are maintaining the same levels.
Marketing analytics have the potential to make each part of the buying experience more relevant by delivering messages that are tailored to the buyer's current needs, interests, location, role and more, according to industry experts.
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