Stop me if you’ve heard this one before: The behavior of today’s B2B buyer has changed.
Don’t worry. This isn’t another blog talking about how B2B buyers are at least 57% of the way through the purchase process before contacting a salesperson, or how 61% of B2B buyers start their process with a general web search. We get all that by now.
Unfortunately, though, many B2B companies still struggle to translate those insights into practices that align with a B2B buyer’s digital experience. Or, to put it another way, their digital demand.
Because content is so easily accessible, buyers and influencers have a different set of expectations for interacting with vendors. If those expectations aren’t being met, they’ll quickly find the information they’re seeking elsewhere. In order for B2B companies to be successful, they’ll need to master the digital experience for their audience by seamlessly delivering the right message and content across their digital landscape.