Environmental factors are driving profound changes in the behaviors of B2B buyers, posing a risk to all B2B organizations. B2B buyers want to be treated as equal partners and expect experiences that are increasingly open, connected, intuitive, and immediate. It’s up to the provider to identify and balance the most crucial buyer expectations based on the buying situations of the target audience for a given offering. Portfolio marketers should factor buying group behavior, preferences, and expectations into buyer persona definitions. In this report, we introduce The Buyer Empowerment Model, a diagnostic tool that helps B2B organizations achieve this balance.