Summary
The partner channel has long been a critical route to market for most B2B verticals. But eCommerce, long and increasing in popularity in the consumer market, is now becoming more relevant and popular in B2B as well. B2B marketing professionals who treat eCommerce as a separate, siloed channel risk the business and loyalty of their channel partners. This report will outline the new B2B buyer dynamics and how B2B marketing professionals should leverage and mold the partner channel in response.
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