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March 6, 2018 –The importance of marketing technology is growing by the day. At the same time, marketing budgets are under ever-increasing scrutiny. In this environment, marketers cannot make marketing technology purchases decisions lightly. Marketers must come to the table prepared when speaking with vendors about prospective purchases. The challenge, however, is “not knowing what you don’t know,” which can lead to overlooking essential questions during purchase discussions.
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