As a New York Giants fan, I can’t wait for the NFL season to start in September. There’s something amazing about watching a quarterback like Eli Manning call a play and then suddenly seeing the team perform in perfect unison (maybe not always!) to advance on the field toward the end zone.

As competition heats up and becomes stronger and more sophisticated, B2B marketers must begin thinking like quarterbacks — becoming smarter not only about the multi-channel plays they call and the messages they serve, but also about their definitions of success.

Here’s how B2B marketers can better quarterback the team past the goal line.

[Read the full article on MarTech Today.]

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