Customers today take a vastly different journey in their product purchases than in past years. As more than 70% of the decision-making process is often completed online before a buyer even contacts a sales person, power has shifted to the consumer. As a result, firms struggle to adopt techniques and data that make online customer experiences more relevant – and drive growth.

With surveys showing the immense impact of online video in that process, marketers’ use of this format has skyrocketed – and not just....

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