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Evolution of the role of brand in B2B

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Brand vs. demand. Short-term vs. long-term thinking. Such a delicate balance, or is it? We all know that brand has a bigger role in B2B marketing, but hypertargeting is like catnip to ROI-driven organizations. This session will dig into how to take a more customer-led approach. It will also investigate what consumer tactics are being more readily adopted and how B2B budgets are evolving.

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