Vision Report

The B2B Consumer Grows Up

Marketers Need To Adapt Now Or Get Left Behind

March 2nd, 2020
With contributors:
Caroline Robertson , Meredith Cain , Miriam ElKorchi , Kara Hartig


With B2B consumers showing a strong preference for self-directed journeys and digital channels, marketers need to own more of the customer lifecycle. Rather than redoubling their efforts to capture more leads, marketers should engage the B2B consumer in an extended contextual conversation, using personalized content. Marketers must also become comfortable with B2B buyers engaging companies anonymously for as long as it takes for them to reveal who they are to facilitate sales to these buyers. This report shows how marketers must guide B2B buyers along created paths, providing them with access to content and then handing them off to sales as quickly as possible.

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