Summary
B2B brands that do not sell direct are disappointing customers and leaving money on the table. New research shows that B2B buyers want to engage directly with brands, which is calling into question the age-old instinct of B2B brands to defer the selling function exclusively to the traditional channel. This report explores how and why digital business pros must now put themselves at the heart of their selling story and sell their products and services everywhere and anywhere that customers want to buy them.
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