The world of business-to-business holds great promise for innovation, but lately marketers seems mired in worst practices, writes Ardath Albee. By now, marketers should have evolved beyond "fake personalization" of e-mails, ignoring prospects right in front of them, and mistimed content-marketing followups. "B2B Marketing is at a more innovative stage than has ever been possible before. Marketers have the opportunity to impact the buying experience from end-to-end. It's time to develop new skills and commit to learning what it takes to walk the talk," she writes.
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