B2B companies have recently had to confront an awkward truth. No longer is the sales department driving the bus. Buyers are now firmly in the driver’s seat with hands on the wheel and a foot on the pedal. And their journey can be a long one.
B2B buyers do not make purchasing decisions lightly; they weigh choices carefully. They take the time to investigate the market, to find out what is available, and to analyze which products meet their needs.
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