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Beth Redpath Katz, Senior Director and Regional Partner Marketing Lead at BMC Software, returns to the Tech Marketing Podcast to discuss the evolution of B2B marketing. 

 She dives into the shift from MQLs to activated buying groups, the role of AI-driven lead qualification, and the growing importance of hyper-personalization. 

This insightful conversation explores how data, collaboration, and emerging technologies are reshaping the marketing-sales relationship, offering actionable insights for senior marketers aiming to stay ahead in a rapidly changing industry.