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Dramatic shifts in buyer behavior have forced sellers to adapt their approach to win, serve, and retain more empowered, savvy, and fickle customers. In the business-to-business (B2B) space, this has proven true as well. Enterprises and mid-market sellers look to use digital capabilities — powered by sophisticated technology platforms — to meet their customers’ demands for rich omnichannel experiences. Many companies are specifically looking to cloud-based, integrated solutions to help drive efficiencies.