For the last decade we have seen a continued evolution of the B2B buyer’s journey and the acceleration of online buying research.
The continued growth of the size of buying team with the complexity that brings, coupled with the rise of ABM as a mainstream practice is causing many Marketing teams to take a fresh look at the buyer’s journey.
For B2B Marketing and Sales teams, this presents an opportunity to reassess their internal alignment as well as how their content meets the needs of the buying teams they are targeting.
