The B2B marketing landscape has become much more complex to navigate. Buyer identity and behaviors have changed
irreversibly post-Covid. ❗ Some 44% of B2B buyers bought directly from salespeople before the coronavirus outbreak. This number has now dropped to 16%. ❗ B2B buyers now conduct 70% of their research before even reaching out to a salesperson. This makes it critical to engage them early in their process to stand a chance of being considered when they are shortlisting solutions. It’s time to review your approach and make sure your outreach isn’t missing critical opportunities to influence our targets.

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