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The Lasting Effects of the Pandemic on the B2B Buyer Journey and Winning in the “New Reality”

Seemingly overnight, the B2B buyer’s journey has transformed into an almost exclusive digital adventure looking more like a B2C buyer journey than ever before. In a recent study 51% of B2B decision makers say they are spending more time conducting self-led research prior to engaging a salesperson and 50% cited they need more business “justification” before making buying decisions. A critical distinction between the 2 journeys however, is that it’s not about browsing for B2B decision makers, it’s about finding the right solution or product to address their business needs.