The B2B Buying Process: The Customer Deciding Journey

Marketing and selling today isn’t about some predictable progression that you’ve decided is how your prospects and customers should buy. That’s the so-called B2B buying journey. What you’re really up against today is a deciding journey—a series of key questions your buyers are asking as they look to address specific business goals. This overview covers how to think about addressing those moments with situationally relevant stories and skills.

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