B2B buyers are empowered, and they know it. They expect personalization throughout their shopping experience and useful information via multiple touchpoints, not fluff or sales talk. They know they have a dozen different business solutions to choose from, each of which is only a few clicks away.
Meeting the needs of a single B2B buyer like this is a challenge for marketers and salespeople, but that’s just the beginning. We also have to adapt to a larger number of B2B stakeholders. According to The Harvard Business Review, the average number of people involved in a B2B purchase is around 6.8.
