The B2B Guide to Modern Commerce
The digital B2B landscape has been in transformation for quite some time. New channels, buying behaviors and expectations arise at a rapid pace as a new, more digitally savvy, generation is raising the bar.
According to Gartner, B2B customers are already 57% of the way down the purchase path before contacting a sales rep.
For many years, the narrative has been that B2B is in the wake of B2C when it comes to the digital experience and maturity. To some extent that might still be true. However, in this white paper we argue that B2B needs its own, and to some extent, even wider lane now