The world of marketing can change dramatically in just a year. While considering buyer preferences has long been an important step in delivering relevant and effective campaigns, in 2013 focusing on the customer experience will be crucial. To develop more rewarding relationships that lead to increased conversions and higher revenue, in 2013 marketers will have to be willing to let their buyers be their guide, paying attention to the actions their contacts are taking, or sometimes not taking, and allowing those behaviors to drive their campaigns.