Summary
Buyers’ experiences as consumers are changing their expectations in B2B buying scenarios. The future B2B buyer will expect buying experiences to be increasingly open, connected, intuitive, and immediate. The buying process will be increasingly seller led vs. buyer led and focus on optimizing interactions between suppliers, partners, buyers, and customers. In this report, we discuss the future of buying and its impact on three channel marketing priorities and establish critical actions that support evolving buyer expectations.
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