Fergal Glynn says, “Forrester analyst Sheryl Pattek, with David M. Cooperstein and Alexandra Hayes, urged B2B marketers to rethink their approach to marketing back in February 2013 in a Forrester report, “Rethink Marketing In The Buyer’s Context.”

The report defines a framework for understanding the relevance of the customer journey and the need to adapt to changing customer demands and evolving buying journeys through a customer-centric approach to marketing with strategies mapped to the buyer’s journey”.

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