The number of channels across which marketers can communicate continues to grow, which means that optimizing one’s target audience, message, and channel is becoming increasingly important.
Historically, B2B Marketers have looked to optimize their marketing across individual channels instead of taking an omnichannel view of their customers. The result is sub-optimal, even if each channel is well tuned. The problem is that companies don’t interface with customers across a single channel, but many. Consumer....

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