Vision Report

The Future of Buying: Three Channel Marketing Actions

How B2B Channel Marketing Leaders Should Anticipate And Plan For Buyers’ Evolving Expectations

July 13th, 2021
Kathy Contreras, VP, Principal Analyst
Kathy Contreras VP, Principal Analyst

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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