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Dramatic demographic and behavioral changes have given rise to a new type of B2B customer, one who behaves more like a digital consumer than a traditional buyer. Showing you completely understand them and their concerns is now a marketing imperative — your messages and content must appeal to their more demanding needs or you risk losing out to faster-moving competition. Forrester’s April Henderson explore how your message must adapt in this customer-centered age and how empathetic content is now essential to winning buyers’ attention, serving their needs, and retaining their business long term.
