Why B2B buyers are developing escape routes

08/5/2013 | Forbes

While business-to-business marketers focus heavily on tracking buyer actions, buyers might hide some actions or present a false face if they feel sales teams aren't being open and honest, Christine Crandell writes. Buyers of all sizes are now using "hedging strategies" such as quietly purchasing a competing product in order to protect themselves from a "locked in" product sales cycle that doesn't match their business cycle.

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