"In B2B marketing, addressing the diverse needs of a buying committee is a clear challenge. This poses a significant hurdle for marketers, as even the most advanced martech solutions struggle to provide a comprehensive view of the buying committee."
"While some consumer purchases have long sales cycles, they rarely extend to the lengths seen in B2B. For instance, sales cycles for baggage handling systems can range from six to 20 years. Managing and engaging customers through such extended buyer journeys is one of B2B marketing's biggest challenges."
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