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DATA FOCUS: Propensity modelling - It's not just what you know...

What B2B marketers need to know about propensity modelling

Most B2B marketers would say they know their customers. They understand their needs and motivations and use this to target their offering to them. But it's not always about what you know. Examining what you don't know and comparing this to what you do know can bring the view of your customers into sharper focus and create the basis for a more profitable relationship.