Many people talk (and write) about how the B2B marketing process has changed. But they overlook how the entire buying process has changed.
Volumes of research and points of view articles explore how digital marketing needs to change to meet the needs of the modern B2B buyer. Heck, I’ve written plenty of them.
But it’s not a one-way street. The Internet and associated digital technology have also upended the way B2B customers research and purchase things.
