• Paul Vinogradov

B2B buyers are being influenced by their experiences as consumers outside of work. This is coupled with an increasingly complex business reality. Business problems often are now technology problems, decision makers are inundated with data, and these decisions impact a greater number of business functions and stakeholders. These influences have resulted in them valuing experiences over products and solutions and are shaping what they buy and how they buy it. The B2B buyer is
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