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Understand your selling channels, your opportunities for change, and how to partner with your tech, sales, and leadership teams to drive real growth for your organization.

 How B2B Buyers Interact with Your Channels (By Stage) Graphic

Your customers are seeking out partners that make their work life easier. They want to be able to manage a lot of the research and buying process independently, and they want to reach a human as soon as possible.

McKinsey defines new customer expectations as a “rule of thirds” - a mix of digital self-service (websites, apps, chatbots), remote/virtual human interactions (phone call, email, virtual meetings) , and traditional (in-person meetings, fax, direct mail). In the most current reporting (December, 2021), B2B buyers were pretty evenly divided between these three approaches. 

Digital Self-Service Remote Human Interactions and Traditional Interactions Graphic

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