In the past, the B2B buying journey was relatively straightforward. A salesperson would either reach out to a potential buyer or vice versa, guiding the buyer through the process of selecting and purchasing a product. Traditional marketing and sales strategies, once considered tried-and-true methods for generating leads and closing deals, are becoming outdated due to changes in B2B buying behavior. The digital transformation has empowered modern B2B buyers to be more informed and self-reliant to find the best solution to their challenges, placing new demands on how companies reach and engage with their customers.
Today, modern B2B buyers have access to vast amounts of information and a wide range of global suppliers, making them less dependent on salespeople for product recommendations. They also increasingly expect omnichannel experiences similar to those they encounter in their personal lives as consumers. Unfortunately, traditional marketing and sales approaches often fall short of meeting these expectations, prompting buyers to select an alternative supplier that can meet these demands.
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