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There's no better way to describe the changing business-to-business marketing communications landscape than to consider what that landscape actually is. It's your audience - the people who make critical buying decisions - and the techniques and technology they use to stay informed. Where B-to-B marketers traditionally focused on knowing your audience, then crafting a campaign to reach them, today's imperative is as much to find your audience as to know them. Reaching them is an evolving challenge too, because the audience is reaching out, searching for new information and solutions.
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