When Do CIOs Respond to Marketing Messages?

As buyers become both more empowered and more skeptical, they’re demanding transparency and measurable outcomes. Providers that fail to adapt will not only find themselves sidelined — they’ll also face risks.

Today’s B2B buyers are often armed with clear insights about the products or solutions they need and the providers they prefer before they directly engage. And it’s frequently the growing impact of external influencers — independent third-party organizations and individuals such as the business press, review sites, industry analysts, and academics — that reshape the decision-making process.