In today’s B2B buying journey, there’s a massive shift in buyer behavior, driven by how buyers educate themselves and make purchasing decisions. From research to signature, the buying process is now 100% digital. Buyers are typically 80% through the sales cycle before they ever speak to a person. According to Gartner, customers reported spending only 17% of their total buying time interacting directly with sales teams. Instead, much of their purchase activity comprised independent learning online (27%), independent learning offline (18%), and building consensus across a wide range of internal and partner stakeholders (22% and 11% respectively). Plus, the number of channels B2B buyers use has doubled, from 5 in 2016 to 10 in 2021. Further, B2B buyers have no interest in frag

Join for free to read