Vision Report

Buyer Experience Is The New B2B Imperative

B2B Organizations Are Not Prepared To Deliver

February 8th, 2023
Ross Graber, VP, Principal Analyst
Ross Graber VP, Principal Analyst
Barbara Winters, VP, Principal Analyst
Barbara Winters VP, Principal Analyst
With contributors:
Jenna Santos , Amy Hayes , Maxie Schmidt , Kaitlyn Coalson , Drew Zalucky

Summary

Many B2B organizations seek to increase their engagement with buyers to improve buyer satisfaction and overall business performance. But greater engagement on its own does not translate into these outcomes. Organizations must stop building functionally siloed plans designed primarily to advance a selling process and reorient themselves to develop and optimize cohesive, rewarding buyer experiences. To do this, B2B organizations must fundamentally overhaul how they understand the buyer experience, gather intelligence on that experience, and align internal actions to orchestrate value-rich buying journeys.

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