B2B marketers can be vulnerable during a customer's online research period -- as all the human characteristics that can frustrate consumer-focused marketing still apply in the B2B space, writes Steve Olenski. Buyers now are using more sources of information before making a purchase as last year, research finds. It is crucial to see the customer on the other end of a B2B sale as a consumer who can be swayed between the moment of stimulus and the point of sale, as Internet research has become the new trade show, experts argue.

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