Summary
Providers must engage with buyers from larger companies differently than buyers from smaller companies. Buyers at enterprise businesses take a balanced approach and incorporate a wide array of goals and criteria. Buyers at small and medium-sized businesses bring fewer resources to the process, while their counterparts at very small businesses have even simpler goals and take a hands-on approach. This report is one of a series focused on different segments of business buyers — including company size, personas, regions, and technology categories — offering guidance for sellers and marketers to better respond to buyer needs.
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