B2B marketers need to adapt to the changing ways of buyers

05/24/2013 | iMedia Connection

Buyer behavior is constantly changing, but there are still trends that are important to monitor, Tony Zambito writes. Collaborative buyer networks have arrived, meaning B2B marketers should brace for a world in which buyers "play an active role in co-creating." Buyers want smart content, not just more of it, so prepare for some resistance, as well as demand for more one-on-one attention. "They can smell automation," Zambito writes.

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