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It’s no secret—the B2B space evolved in the last decade, and now encompasses much more than mere lead generation. B2B marketers are not only expected to cater to prospective buyers in an online, offline and mobile setting, but to quantify each marketing activity’s precise impact on revenue. Pressured to implement efforts that meet the needs of both their buyers and sales team, B2B marketers are struggling—effective cross-channel execution requires B2B marketers to first understand the barriers to implementation: fulfillment fragmentation and overdue acclimation to emerging marketing trends and complementary technology.