The changing behavior of buyers is influencing the way business-to-business marketers should approach them in the future, writes Tony Zambito. With buyers relying on more sources of information, relying on technology more and expecting to be treated as more than a sale, marketers will have to engage them with a sophisticated combination of data and context. "B2B Marketers will have to think more about how they can create self-enabling buying experiences that buyers customize on their own. Experiences that don’t necessarily follow what we think are normal buying processes or stages," he writes.

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