The changing anatomy of the B2B Buyer

We thought we had B2B customers down pat; tasked with making investments on behalf of their company they were no-nonsense and no-thrills. Today’s B2B buyers could not be more different and the sales funnel that proved so reliable for so long is in dire need of a shake up. Read on to uncover what exactly is driving this transformation and what B2B marketers can do to adapt and excel in this new age of B2B buyers.