B2B buyers have changed their information-gathering, evaluation and purchasing habits – and B2B marketers and corporate communicators need to adapt their own approaches to suit.

In the good old days, a company salesperson would typically be involved with the buying process from beginning to end. That made them the main source of information about the company and its products. And they knew where the prospective buyer was in the process at any time – and were able to directly influence the progress of the deal. But things have changed. Continue reading →