Enormous shifts in buyer behavior are driving marketers to rethink their strategies and the technology that supports them.

Marketers have long discussed "demand generation" and "demand creation"-with a goal of building the demand needed to drive response rates. Today, this approach has essentially flipped-the customer is now in control. As a result, marketers need to understand customers and how they approach the purchase process. Secondly, they need insights from tech to find people who are in this buying cycle.

Check out Verint Chief Marketing Officer Celia Fleischaker's latest article for Forbes Communications Council to explore this new dynamic.