Experimentation in B2B Marketing Is Hell. Here’s How to Fix It
Convert
APRIL 29, 2022
While diverse buying committees (often 7 or more members involved in the purchase decision), and multi-channel buying journeys (tens, even hundreds of touchpoints) add to the complexity, the biggest challenge to experimentation for revenue-focused B2B marketers is the long sales cycle – the long gap between first contact and final conversion.
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